"Fluctuat Nec Mergitur"

Paris makes its history resonate with today’s energy.

Built around the ship and the motto “Fluctuat Nec Mergitur,” Paris’s identity is deeply rooted in history. But as uses and touchpoints continue to evolve, the challenge was to modernise the identity without altering its symbolism or universality, while reflecting a city in constant motion.

We made the ship the anchor of a living brand system. A historic symbol of the capital, it becomes the foundation of a renewed identity, capable of expressing a city that brings people together, endures and continues to move forward.

This evolution takes shape through a digital and modular graphic system. The logo gains greater clarity and presence, while a contemporary colour palette enriches the expression and offers greater freedom of use. Together, these elements strike a balance between institutional restraint and vitality, reflecting a city that is both enduring and constantly evolving.

With this brand shift, the City of Paris moves from a static identity to a living, adaptable system. A brand that no longer simply represents the city, but expresses its energy, diversity and constant evolution.