Nelly Tadjer
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Work

GENCO

The GENCO: logotype

Client
GENCO, Génération CO.llective
Location
Montreal and Paris
Year
2026
My role
Creative direction
Identity
Diagnosis and visionThree directions, one recommendationLogotype and compact signature
System
Activated expertiseSignage and stationeryWebsite and social media
GENCO: a workspace, the GENCO: logotype on the wall, the G: signature on a water green panel and the three areas of expertise on the screens

GENCO: is not a brand that ends. It is a brand that activates what comes next.

The context

GENCO brings together strategic, creative and operational expertise, and embeds it directly in its clients’ teams. Its identity had been designed quickly, at a time when it simply needed to exist. It no longer reflected the level of support it provides, nor the ambition of growing from Montreal to Paris.

My diagnosis: the right intuition, a provisional execution. A hexagon that belongs to the vocabulary of an entire category, a name locked inside its symbol, unreadable where it matters most.

The stance

A logo doesn’t have to tell the whole story. It has to be recognized. I presented three directions and recommended the one GENCO chose: the active extension.

The colon announces what comes next. It links a subject to an action, just as GENCO extends its clients’ teams and activates the expertise they need. The name stays the constant marker; the word that follows changes with the context.

Pencil studies of the GENCO: colon: weight, shape and spacing of the modules
Drawing the colon: weight, shape, spacing.
The compact G: signature printed in black on white paper
The compact signature G:

A colon drawn, not typed

Two identical modules on the same vertical axis. Their width matches the weight of the letters; their slightly softened corners give more stability than round dots, without looking mechanical. Generous spacing marks the pause between the name, which stays fixed, and what GENCO chooses to activate.

The punctuation doesn’t complete the name. It organizes the whole system.

The new GENCO: logotype in deep green, the colon in acid green
The original GENCO logo: the name in white letters inside a light blue hexagon
Before, after: the original logo, and the new logotype.

The result

A fixed signature, activated expertise: a new area of expertise or a new territory enters the system without touching the logotype.

  • Deep green#1B3B2F
  • Water green#CDE6D8
  • Acid green#CAED38
  • Off-white#F4F3EB
GENCO: Strategy, GENCO: Creative, GENCO: Operations, on three bands of white, water green and deep green
A fixed signature, activated expertise
Three stacked GENCO: documents, Strategy, Creative and Operations
Each area of expertise has its entry
GENCO: wall signage with the compact G: form on a green panel
In signage, GENCO: and its compact form
The GENCO: logotype in volume, with the deep green G: block and touches of acid green
In volume, the colon becomes a landmark
The GENCO: website on desktop, tablet and phones, navigation by area of expertise
On the website, the system becomes the navigation
A GENCO workshop, the logotype on the wall and the three areas of expertise on the screens
In the space
A GENCO meeting room, the logotype large on the wall and the G: signature on a glass panel
The name large, the compact signature as a marker
A GENCO studio, the logotype on the wall and a worktable covered in mock-ups and boards
The system at work

The team

Creative direction and design
Nelly Tadjer