Fundamentals
Purpose
Because a living democracy needs cultural diversity.
Vision
A world where cultural diversity fuels the imagination of individuals and sets them in motion, a guarantee of a living democracy.
Mission
Strengthening the ability of cultural stakeholders to cooperate by offering them training and critical analyses that address contemporary challenges.
Values
1 – Purpose
Act while keeping our direction.
What we do only has value if it contributes to a broader goal.
We believe in a culture serving a democratic ideal: more justice, more diversity, more peace.
2 – Empowerment
Learning is not a one-way, one-directional transmission, but a collective experience.
Each person, whether learning or sharing, bears responsibility for the experience.
By embracing this autonomy, we build a critical perspective and remain free—in our ideas and in our commitments.
3 – Openness
To open up is not just to welcome.
It means moving, crossing the boundaries of one’s own frame of thought, and recognizing in others a richness—even (and especially) when it is unsettling.
Openness is a political stance: it makes cooperation possible, nourishes respect, and turns diversity into a transformative force.
Brand Archetypes
Pilot: the Explorer
Adventurous, loves pushing boundaries.
The pilot chooses the route every day.
Co-pilot: the Sage
Seeks truth, values knowledge.
The co-pilot keeps a steady course over time.
Tone of Voice
Serious yet friendly
The message is demanding, but the attitude remains human, warm, and non-hierarchical.
The foundation speaks like a trusted partner, not like a distant institution.
Committed, not militant
The Foundation defends democratic principles, a European vision, cultural diversity, and access to culture for all. Its tone is grounded, but never aggressive or dogmatic. There is an underlying provocation, a challenge to the established order — but always with method and intelligence.
Professional, clear and critical
The Foundation addresses professionals in the cultural sector. Its language is precise, rigorous, without unnecessary jargon. Ideas are expressed with clarity, in a critical and constructive tone.
Intellectual rigor is embraced, but expression remains fluid, readable, and respectful of the reader’s intelligence.
Mature and imaginative
We speak with experience and depth, but we are constantly opening up new avenues. Critical thinking does not exclude creative enthusiasm. The Foundation feels both rooted and in motion.
Human, never institutional
The Foundation is indeed a structure, but above all it is a network of committed, passionate, creative people. The tone conveys this human energy. We don’t write like an administration and we give space to individual voices (testimonies, stories, projects).
Visual Identity
General tone
In two words: relaxed elegance
No ostentatious luxury, but character and authenticity
Visual materials that convey human warmth, the richness of experiences, and a certain lightness
A structured yet flexible layout that invites reading and exploration
Iconographic universe
Human photos: candid portraits, expressive faces, visible diversity (generations, origins, styles)
Moments of transmission: small group exchanges, gestures, focused looks — but avoiding academic clichés
Plural cultural spaces: workshop interiors, performance stages, debate venues, creative public spaces
Some examples
Yes:
People in motion, direct gazes
Authentic, unpolished contexts
Symbolic details (notebooks, microphones, spotlights, etc.)
Textured backgrounds: wood, paper, concrete, fabric, etc.
No:
Standard training rooms, large neutral tables
Stock photos that are too smooth or posed
Attention:
Images of conflict, violent imagery, explosions, industrial wastelands, etc. — may be a good idea to show a less polished vision of culture, but without falling into sensationalism
Color palette
#F47DA1
R 244 G 125 B 161
C 0 M 49 Y 34 K 4
#000000
R 0 G 0 B 0
C 0 M 0 Y 0 K 100
#F9F5F3
R 249 G 245 B 243
C 0 M 5 Y 5 K 5
R 53 G 75 B 94
C 44 M 20 Y 0 K 63
#DB8160
R 219 G 129 B 29
C 0 M 41 Y 56 K 14
Typography
The typography used for titles is the Google font ARVO.
The one used for body text is also a Google font, WORK SANS.
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Aliquam erat volutpat. Morbi nunc nulla, fringilla ut vestibulum eu, interdum vel tortor. Quisque tincidunt odio sit amet urna tincidunt porta. Integer eget sem eu nulla condimentum euismod at et metus. Sed dui justo, efficitur ultrices erat et, facilisis interdum quam. Duis quis metus ante. Proin feugiat commodo quam, sed fringilla felis maximus in. Vivamus non nibh enim. Aliquam consectetur ex et efficitur euismod. Praesent lobortis vehicula felis, condimentum lacinia neque. Sed massa tortor, sodales in fermentum ac, pharetra nec mauris. Nullam id odio turpis. Maecenas et libero odio. Aenean accumsan sed metus sed molestie. Pellentesque sed ante ligula.
Usage
Here are the styles used on the site that we invite you to follow for creating the Foundation’s publications.
Level 1 Title
font-family: ARVO
font-size: 50px
line-height: 1.3
color: #000
Level 2 Title
font-family: ARVO
font-size: 29px
line-height: 1.3
color: #000
Level 3 Title
font-family: ARVO
font-size: 24px
line-height: 1.3
color: #354B5E
Level 4 Title
font-family: ARVO
font-size: 20px
line-height: 1.3
color: #DB8150
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis luctus aliquet velit, nec pellentesque velit blandit at. Integer sed odio ornare, interdum justo id, tristique erat. Vivamus elit tellus, pellentesque sit amet mi vel, bibendum molestie magna. Mauris imperdiet faucibus libero iaculis luctus. Sed nunc lectus, auctor eget tellus nec, cursus semper sem. Vivamus eu velit ac orci pulvinar rutrum. In tincidunt nunc ipsum, et ullamcorper orci sodales eget. Duis accumsan sed nulla vel dictum. Maecenas volutpat massa rhoncus nibh tempus, ac facilisis velit sagittis. Nam convallis, mi dignissim rutrum pulvinar, mi odio cursus tortor, ut maximus velit sapien nec velit. Nullam arcu dui, venenatis at ornare vitae, placerat vitae sapien. Etiam fringilla, nunc bibendum iaculis dignissim, felis magna porttitor arcu, sed gravida eros lectus quis turpis.
font-family: work sans
font-size: 16px
line-height: 1.3
color: #000