On-Air Branding & Visual Identity: Des Racines & Des Ailes (France 3) - Reflecting a Living Heritage
Overview
Mirrors
For 25 years, Des Racines & Des Ailes (France 3 / France Télévisions) has celebrated heritage, craftsmanship, and the know-how that shapes history. The show balances intimacy and openness to the world through captivating reports led by passionate people. Our mission: redesign the on-air look of this iconic program, capturing its essence through a contemporary, premium visual language.
- Client
- France 3
- Project
- Des racines et des ailes
- Platform
- TV
Brief - Heritage on-air branding
Create a brand system that embodies what makes the show unique: a bridge between past and present, between transmission and discovery. The challenge was to deliver an identity that is clear, elegant, and instantly readable on screen, while remaining deeply rooted in the idea of living heritage.
Creative approach - Mirrors & signature typography
The art direction is built on a few strong, structured elements, designed as a true on-air grammar.
Logo & typographie
The new logo highlights the ampersand, the symbol of the show. The stenciling technique is used in the lettering of the logo, thus giving a unique touch to the Brown typography of France TV.
Mirors
A system of frames and mirrored imagery becomes the narrative backbone. The mirror evokes artisanal gestures, precision, and the celebration of materials. Placed within landscapes and spaces, it becomes a core metaphor: heritage as reflection : literally (the image) and figuratively (memory, transmission, cultural depth). This approach allows visua
Process
. Editorial listening & defining the brand territory
. Setting the key principles (heritage, emotion, time, transmission)
. Logo design & typographic system
. Designing the mirror language (frames, compositions, rhythm)
. Animation / motion design (2D/3D as needed)
. On-air finishing (readability, pacing, consistency)
Deployment - Broadcast package & on-air adaptations
The identity was conceived as a broadcast package: structured enough to remain cohesive, yet flexible enough to adapt to the show’s wide range of topics, locations, and emotional tones.
Case Study
Every detail was crafted to perform on-air: balanced compositions, breathing room within frames, typographic hierarchy, and animation that supports storytelling. The goal was a signature that feels timeless, premium, and durable : true to the show’s roots, while moving its visual language forward.
Words from the client
«Ramon & Pedro, more than an agency, are partners who are always attentive and unfailingly responsive. Their creative approach is remarkable down to the smallest details. A wonderful team, both human and professional.»
Words from the client
«Ramon & Pedro, as their name suggests, are Swiss. What characterizes them the most is precision, elegance, and speed in their work. Right on time! Thanks to them, "Des Racines et des Ailes" has found its new identity.»
Expertise involved
TV branding / broadcast design
Art direction
Visual identity
Typography design
Ramon & Pedro partners with TV networks and platforms to craft bespoke visual identities and on-air branding systems. Have a similar project? Get in touch.
Credits
Client France 3
Concept / Production Ramon + Pedro
Creative directors Laurent Fauchère / Antoine Tinguely
Account director Fanny Vuattoux / Christel Sonnard
Shoot
Director & DOP Romain Chautems
Producer Christel Sonnard
Assistant Caméra Samy Guisolan
Post Production
3D François Jaquier
Animation Felix Helfer
Color grading François Jaquier