Tour d’Argent

Various typographic proposals have been made in order to find the best solution who convey the Tour d’Argent heritage. The result is inspired by the archive from the famous parisian restaurant, taking its roots from the 50s typographic style with a contemporary twist. The Tour d’Argent logotype made by ZeCraft (our sister company) paid an homage to Vendôme typeface used by the restaurant for years. As the sign on the building still in place proved it too, sharp serifs have been in vogue during the fifties in France, it’s why Jean François Porchez added sharp details to the new logotype such the angle on the R and specific serifs on certains positions of the letters who build the logotype.

The creative director Aaron Levin recommended the use of two typefaces in association: Le Monde Livre Classic by Typofonderie and Darby Sans by CommercialType. Le Monde Livre Classic works beautifully on text and titling settings. This typeface is used for packaging, menus, and other uses at the Tour d’Argent. Designed as an extension of Le Monde Livre, this family distinguishes itself by its historical forms and by its numerous stylistic effects. Le Monde Livre Classic’s italics follow the models of the Renaissance and feature italic capital and lowercase swashes.