As an iconic site in the Parisian landscape, Les Invalides holds a unique place in the collective imagination. While the monument is globally recognized, the Army Museum it houses now aims to boost its visibility and the clarity of its cultural offerings to all audiences. In this context, the Army Museum Invalides has chosen the Insign agency to rethink its identity.
This rethinking comes at a particularly favorable time. The year 2025 ended with an unprecedented level of attendance over the last ten years, with 1.45 million visitors, placing the Army Museum in 4th position among Parisian museums. This success confirms the site's attractiveness and opens a new chapter in enhancing its cultural identity.
Highlighting the vibrancy and diversity of the experiences offered
Beyond its architectural fame, the museum now seeks to fully assert the range of its content and the vibrancy of its programming: permanent and temporary collections, exhibitions, conferences, concerts, screenings, events, activities for children, and publications make up a rich cultural offering accessible to everyone, every day, all year round.
The challenge is to leverage the symbolic power of the monument to fully reveal the diversity of experiences offered and to establish the museum as a living cultural venue, open to diverse audiences, both international and national visitors, especially the younger generation.
An identity that serves a cultural, memorial, and scientific mission
Insign is assisting the Army Museum in designing a new brand platform, deploying a comprehensive graphic charter in print and digital, creating multi-support templates, and developing a unified and adaptable communication concept.
“The Army Museum is a deeply lively place, at the crossroads of memory, history, and scientific research. Rethinking its identity allows it to better express this vitality, unify its voice, and make the richness of its missions more comprehensible to all audiences,” explains Lionel Cuny, President of the Insign agency.
This new identity aims to enhance the clarity and accessibility of the museum across all its contact points, whether physical or digital, while respecting the site's unique heritage.
Clarity, impact, and transmission
The challenge goes beyond a mere graphic overhaul. It’s about building an institutional brand that can speak equally to familiar visitors and newcomers, international tourists, and local residents, in an inclusive, coherent, and sustainable manner.
“We designed the identity as a living organism, much like the museum itself. The iconic dome of Les Invalides becomes the raw material for a new graphic territory that reconfigures an emblematic architecture into a modular and proprietary system. This identity breathes with the place, expands, and fragments to embody the vitality of a space in constant evolution,” notes Franck Luminier, Creative Director at Insign.
Gradually deployed across institutional materials, communication tools, and social networks, this new identity marks a significant step in establishing the Army Museum Invalides as a major cultural player, rooted in history and fully geared towards today's and tomorrow's audiences.
