French designer Arthur Foliard's impressive, changeable identity for Mood

Words: Rob Alderson
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Date: 15 May 2015; Work
Graphic Design

Arthur Foliard has some impressive design experience on his CV – Pentagram, Landor and Moving Brands – and he’s been honoured by both ADC and the Cannes Lions. Not bad for a 25-year-old, but this London-based Frenchman has a portfolio of work that makes sense of these accolades.

This identity for Mood, a trends agency based between London, Paris and New York caught our eye in particular, with its flexible applications of the wordmark – and differing colour schemes – reflecting the client’s quest to stay ahead of the ever-shifting creative and cultural world.

A close-up of a magazine cover featuring a yellow and blue budgie. Bold black text reads “SOWHAT” with the word “MOOD” in yellow below it. — Above
Arthur Foliard: Mood

A large white poster is pasted onto a grey concrete wall beneath a slope of green foliage. The poster features a grid of the letters “M”, “O”, and “D” and reads “Agenca de tendences” above the locations “Paris | London | New-York” and the website “mood.com”. — Above
Arthur Foliard: Mood

A black and white portrait of a person with long, flowing hair looking to the side. The letters “M”, “O”, “O”, and “D” are scattered across the image, with the words “BOITE DE TENDANCES” printed in small capitals at the bottom. — Above
Arthur Foliard: Mood

A stack of black business cards rests on a plain grey surface. The top card features the word “MOOD” in spaced white lettering, with “AGENCE DE TENDANCES” printed in smaller text below. — Above
Arthur Foliard: Mood

A large outdoor billboard is set against a stone wall and dense green foliage. The left panel reads “Un nouvel air pour une nouvelle ère.” while the right panel features a blue background with a grid of white letters. — Above
Arthur Foliard: Mood

A magazine cover featuring a landscape of rolling white sand dunes under a clear blue sky. The word “MOOD” is printed in large white capitals, with “everywhere” written in smaller letters below. — Above
Arthur Foliard: Mood

Two people walk past a black wall covered in a bold, white typographic pattern. The letters repeat the word “MOOD” in various sizes and orientations. — Above
Arthur Foliard: Mood

A poster featuring a person with long dark hair and a crown of white thorns. Red light glows around their head and shoulders, with the word “Mars” printed in red in the bottom right corner. — Above
Arthur Foliard: Mood

Two stacks of magazines lie on a plain grey surface. One cover features a person in a red dress against a green background, while the other shows a close-up of a person in sunglasses with the text “Mood” and “Design & Fashion”. — Above
Arthur Foliard: Mood

A branding identity kit in black, white and orange, laid out on a grey background. The set includes a mailing tube, stationery, business cards, CDs and pencils. — Above
Arthur Foliard: Mood

Further Info

www.arthurfoliard.com

About the Author

Rob Alderson

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Rob Alderson is a freelance writer, editor and strategist. He was previously editor-in-chief of It’s Nice That and WePresent, and editor of Design Week. He publishes the newsletter Undo, which tries to make sense of how AI is changing design work, the design process and the design industry.

French designer Arthur Foliard's impressive, changeable identity for Mood

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