In 2021, the company that runs the Eiffel Tower decided to create a brand for selling its merchandise internationally. We won the tender with an identity that answered the central challenge of this iconic monument: how to give it back all its sparkle.

Used by countless brands, institutions and souvenir makers, the Eiffel Tower had become an image repeated to infinity. By placing it back in a precise time and place, night on the Champ-de-Mars, we gave it depth again, and the stars you can almost see twinkling bring it to life. The logo sets the Tower among France’s finest heritage brands: the stars evoke the City of Light and French savoir-faire, its simple, explicit drawing makes it a Tower that belongs to everyone, and the wonder they carry speaks to every visitor who has once stood beneath it.