Union des éditeurs de jeux
An identity that has to convince a ministry, a trade fair and a social feed alike: the new image of the UEJ, for its tenth anniversary.
2026 · UEJ, board game publishers’ association · Visual identity, brand guidelines
Context
The Union des éditeurs de jeux brings together French-speaking board game publishers to represent them, defend them and promote their work. As it approached its tenth anniversary, the association needed an identity that matched its role. I have sat on its board for almost five years.
What was at stake
A trade body has to be recognised at a glance by audiences with nothing in common: institutions, press, publishers, fair visitors. The logo had to be credible on an official letter and readable on a badge, a booth or a social media thumbnail.
The work
Created in summer 2026, from brand strategy to guidelines.
- Identity balance: institutional, collective, playful, creative
- Logo: an opening box, an integrated U, an upswing and a meeple
- Complete brand guidelines, vertical and horizontal versions
- Ten-year badge, in full, compact and monochrome versions
- Banners and social media visuals