The graphic charter forms the foundation of a brand's visual identity. Colors, typography, iconography, or visual styles: it defines the rules that ensure coherence across all communication materials, from the website to communication documents.
During a website redesign project, some companies choose to rethink their graphic charter beforehand, sometimes with a dedicated service provider. However, designing the visual identity in direct connection with the user experience and the future website's design often leads to a more coherent and effective result.
When should you rethink your visual identity?
Several signs should alert organizations to the need to evolve visually.
- How users perceive the site: A site that appears outdated can generate a sense of mistrust, even if its content is still relevant.
- Consistency in overall communication: When marketing materials, social networks, and the website all have different graphic styles, the brand loses clarity.
- The strategic evolution of a company: Changes in positioning, entry into new markets, or modernizing an offer may require a visual identity more aligned with business objectives.
The graphic charter, often the starting point for a website redesign
As part of a digital project, the graphic charter should not just express a brand’s identity. It must also meet the actual uses of the web.
Indeed, a modern website relies today on a wide variety of elements: buttons, forms, content blocks, information cards, or editorial modules. If the graphic charter does not integrate these requirements from the start, the step to technical implementation can become complex.
Designing the visual identity as part of the redesign project allows you to anticipate these issues.
This particularly encourages:
- coherence between branding and user experience,
- adapting graphic choices to screens and mobile usage,
- taking web accessibility constraints into account (color contrasts, typographic readability, content hierarchy),
- incorporating eco-design principles (image weight, typographic choices, thoughtful use of iconography),
- the implementation of a scalable design system.
In some cases, the graphic charter can even become the starting point for a true interface system that will support the brand over the long term.
Why entrust your brand guidelines to the agency redesigning your website?
In a digital transformation project, increasing the number of stakeholders is not always the most effective solution.
When the design of the graphic charter and the website overhaul are handled by the same team, several benefits naturally emerge, such as:
- Continuity between the brand and the interface is made easier: graphic choices are designed directly for technical integration and for the actual user experience.
- Validation cycles are often shorter: necessary adjustments are anticipated as early as the design phase.
Three graphic charters created within the agency before the redesign of a Drupal site
We have assisted several organizations in designing their visual identity in a digital context. Thus, the graphic charter serves as a foundational framework for the interface and user experience (UX/UI).
CRAFT: the skills assessment platform for the Transport & Logistics sector
We assisted AFT Transport & Logistics in designing CRAFT, an HR platform aimed at supporting companies and candidates in the sector with the assessment of behavioral skills.
Companies can use the tool to improve their recruitment processes, manage internal mobility, or identify training needs. Candidates, for their part, can take self-assessment tests and compare their profile with the skills expected for various jobs in the sector.
In this context, designing the visual identity played a structuring role. The project's artistic direction (logo, color palette, typography, and visual principles) was defined based on AFT's branding guidelines and co-developed during workshops with operational teams.
The variation of the logo in graphic form is typically an element designed for the web: it allows for decorative use in the background while remaining lightweight for eco-design thanks to the use of the SVG format.
This is demonstrated by the excerpt from AFT's design system shown below.
Elia Association: modernization of the digital identity
We also assisted the Elia Sud association in modernizing its digital communications.
The organization, committed to the integration of refugees, had a visual identity and website that had become outdated. The goal was to modernize its image while strengthening the credibility of its communications with partners and sponsors.
The work revolved around several key elements.
The logo
Elia’s logo depicts two people linked together, also forming a smile. This universal symbol represents welcome, social connection, and integration. In the context of the association, it symbolizes creating a link between refugees and the host society.
The graphic symbol
The abstract shape from the logo can be used as a graphic motif, favicon, or decorative element in the interface. It strengthens the brand’s visual recognition while ensuring consistency across communication materials.
The colors
The palette is based on khaki, the brand’s primary color, combined with complementary shades like ochre. These colors provide a warm and human identity while maintaining a degree of institutional sobriety.
The typographies
The CY typeface was chosen for headings due to its bold, modern character, which immediately captures attention.
For body text, the Chillax typeface offers smooth, comfortable reading on all devices, while also introducing a contemporary touch.
All of these elements were then incorporated into the design of the new website to ensure consistency between the visual identity and the browsing experience.
The redesign of the bluedrop.fr website
We also recently undertook the redesign of our own website at the end of 2025.
A first redesign had already been carried out two years earlier to modernize our image and improve the quality of our communication.
This new development aimed to refine our visual identity.
In particular, we worked on:
- finer graphic elements,
- a more elegant typeface,
- a more controlled presence of Klein blue,
- the addition of colors for a wider range of uses,
- a more understated artistic direction,
- multilingual integration (the English version of the site),
- a more eco-friendly approach, with a more considered use of images.
Once again, this was followed by the direct integration of graphical components into our design system.
Do you have a visual identity redesign or development project?
The graphic charter is a strategic pillar for the success of a digital project.
If you are considering a website redesign or an evolution of your visual identity, we can support you in designing a graphic charter tailored for digital use, user experience, and the technical requirements of your future Drupal site.
Feel free to contact us to discuss your project.
