New communication resources to reflect the new visual identity

The Institut Pasteur enjoys considerable national and international visibility. It also has a prestigious institutional image, partly because of its charismatic founder but also because of the many major discoveries made over more than 130 years and the values that continue to drive generations of Institut Pasteur staff who are committed to science.

Challenges in developing an image and a brand

As explained during the event unveiling the brand platform on May 15 (see the dedicated article in this issue), the Institut Pasteur faces several challenges in terms of communication and portraying an image.

This identity project has been undertaken to meet three major brand challenges, in support of the philanthropic cause:

Clarifying our missions and our status in the eyes of our French and international customers, to make them understand that Institut Pasteur depends on the generosity of the general public
Modernise Institut Pasteur's image to help it emerge, be seen and heard, in an ultra-competitive world.
To humanise our approach, in order to break down the general distance between science and society, to warm up our image and to create proximity.

So alongside the work carried out on the brand platform by the Institut Pasteur's Department of Communications and Public Affairs, in conjunction with the management team, the Senior Management Board, the Board of Governors and various stakeholders on campus, a new visual identity was developed to respond to this challenge.

Creating a new visual identity

Several changes have been made to create visual elements that are more powerful, impactful and modern. The new visual style resonates fully with the Institut Pasteur's new slogan, "Pour chaque vie, la science agit *," which encapsulates three concepts: the vital force that drives life; the intimate nature of humanity; and expertise. These three characteristics are now found on the Institut Pasteur's communication materials, reflected in the carefully chosen images, typography, colors and symbols as well as the 3D shapes devised specially for the new graphic standard. The graphic standard will be shared with staff over the coming weeks.

Displaying a new logo

The Institut Pasteur logo was also part of this overhaul. To maintain part of the Institut Pasteur's core visual identity in the new logo, the idea was to use the Greek letter Phi to form the P of Pasteur, giving it a lighter, freer and more modern feel but also evoking philanthropy by making it resemble a ribbon.

The logo brings together two elements: "Institut" is written in capital letters to emphasize the rigor, status and standing of the institution, while "Pasteur" is more dynamic, suggesting action, creativity and exploration.

The 2025 Institut Pasteur logo will be gradually implemented throughout this year on all institutional materials to reflect the adoption of this new visual identity. It will be displayed on various buildings, walls and signs on campus and in the local area.

It has already been incorporated into in-house communications platforms including ePasteur and the newsletter.

A simple guide presenting the logo and explaining how to use it will soon be available for Institut Pasteur staff. This document will set out the basics on how to use and position the logo and how to display it alongside partner logos. It will also present the different iterations of the logo that have been designed so that it can be displayed alongside the logos of labels, internal programs, etc.

Available resources and tools

You can find the various communication tools and resources on the dedicated ePasteur page. The graphic standard will be available soon.

You can download:
•    the logo,
•    the letter template,
•    business cards,
•    the email signature,
•    the PowerPoint template for presentations at meetings and conferences, lectures and other events.

All these tools have already been adapted to the new visual identity – now we're counting on you to become its ambassadors!

The Department of Communications and Public Affairs, via the Image Department in the Brand Division, is on hand to guide you in using the logo and implementing the graphic standard (coming soon) in your communication materials. Feel free to contact us at chartegraphique@pasteur.fr

An implementation plan for the new identity

Here you will find the roll-out plan*(in French) for Institut Pasteur's new identity, which is due to be implemented over the coming weeks.

This roll-out concerns us all, so let's be the best ambassadors for the new identity!

* English version soon available