The practice begins
Gérard Chaussignand creates AGC Concept, initially designing and delivering industrial buildings.
AGC Concept · Anniversary identity · France · 2023
Thirty years, one continuous identity.
I created the 30th-anniversary extension for AGC Concept in 2023. The established AGC wordmark was the starting point: the task was to add a milestone that felt structurally inseparable from it.
The practice behind the mark
A milestone grounded in thirty years of purposeful architecture.
“Créer l’émotion par le biais de l’architecture.”AGC Concept
Environmental engineering
The team develops its expertise in environmental engineering and building performance.
A headquarters as laboratory
AGC builds its Rovaltain headquarters as a working observatory for energy performance and reduced impact.
Thirty years
The anniversary identity marks three decades while keeping the established visual language intact.
History sourced from AGC Concept’s official presentation.
The design challenge
Extend, never overwrite.
An anniversary logo can easily become a temporary badge placed beside a permanent identity. That would have missed the opportunity here. AGC’s circular letterforms already carried a distinctive rhythm: open shapes, clean interruptions, and a measured architectural presence.
The response was to construct “30” from that same visual logic. Its weight, apertures, and intentional breaks were tuned to feel related to the wordmark before colour or layout entered the equation. The vertical rule separates the two elements functionally; the shared geometry brings them back together.
Project scope, made explicit
The AGC wordmark is the client’s pre-existing identity and is shown here as essential context. My contribution was the 30th-anniversary mark and the way it integrates with that established system.
Built from the same breaks
Continuity, expressed through interruption.
The anniversary mark does not sit on top of AGC; it continues it. Every opening becomes part of a shared architectural grammar.
The open circular forms echo the existing wordmark, while the deliberate breaks behave like architectural joints and thresholds—separate elements meeting without losing the whole.
Room to continue
The incomplete circles close in the eye while remaining open to what comes next.
One visual family
The apertures and weight inherit the cadence of the established AGC letterforms.
A measured alignment
The breaks become construction lines, joining identity and anniversary across one axis.
Complete supplied suite
One mark across colour, scale, and context.
The final family covers the combined lockup and standalone anniversary mark across colour, reverse, monochrome, and architectural presentation settings.
Application studies
The identity, tested in the world of the practice.
New staged portfolio visualizations explore appropriate uses for the exact supplied mark. They are presented as studies, distinct from the documentary photographs that follow.
Application study
Application study
Application study
Application study
Application studyDocumentary proof
On-site at AGC, August 2026.
Three years after creating the anniversary extension, I visited AGC’s Rovaltain headquarters in August 2026. These photographs document the identity in the space where the practice works—among its structural rhythm, timber construction, and the anniversary banner produced for the 2023 milestone.
The client, in person
A 2023 identity, revisited in person.
Visiting AGC in August 2026 brought the 2023 work into the present. I met Gérard Chaussignand inside the practice he founded in 1993 and saw the anniversary identity in the place it had been made to represent.
The setting made the connection clear: AGC’s headquarters is conceived as a working building laboratory, shaped by exposed structural rhythm, timber, daylight, and an everyday commitment to performance. These photographs belong in the case study because they connect a precise graphic decision made in 2023 to the people and place I documented three years later.
The result
A milestone that belongs.
Together, the numerals represent a completed thirty-year span through geometry that remains open to what comes next. The solution works as a standalone anniversary mark, but its strongest expression is beside AGC: not competing with the established identity, not disguising its origin, and not behaving like a temporary sticker.
That restraint is the heart of the project. A successful extension should feel original in thought while remaining loyal in form—a new piece that makes the whole identity feel inevitable.
- Practice
- AGC Concept · Architecture & construction
- Founder
- Gérard Chaussignand
- Milestone
- 30 years · 1993–2023
- Contribution
- Anniversary symbol, lockup integration, colour and monochrome suite
- Original identity
- Pre-existing AGC wordmark, retained and respected
A new chapter for your identity
Make the milestone feel like it was always meant to be there.
For anniversary identities, brand extensions, and visual systems built with continuity and care.
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