Download Télécharger le guide de marque Haute Bretagne

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4
Il existe depuis peu une marque "Bretagne".
Je ne sais pas comment faire avec ces deux marques
La Région et le Département ont travaillé ensemble à l’élaboration de leur marque de
territoire et selon des méthodologies identiques : portrait identitaire, positionnement
et guide de marque. Ces deux démarches sont parfaitement complémentaires et
s’enrichissent mutuellement, même si nos objectifs diffèrent.
La Bretagne souhaite rajeunir et moderniser son image, alors que nous, nous luttons
contre un déficit de notoriété et une image dissociée de la Bretagne.
Autre différence, utiliser la marque Bretagne nécessite une démarche d'adhésion
afin d'obtenir auprès d'un comité de marque la licence d'exploitation de la marque,
alors que notre marque partagée Haute Bretagne est à la disposition de tous
les acteurs du département.
Tout dépend donc de votre désir d'engagement.
Notons que dans un contexte concurrentiel très fort, nous avons tous besoin
de nous différencier, y compris de nos proches voisins!
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4
"Qu’est-ce qu’un guide de marque ?"
Un guide de marque, c’est à la fois une boîte à outils et un mode d’emploi :
le travail de réflexion sur l’Ille-et-Vilaine a fait émerger un certain nombre
de signes, communs à tous et représentatifs à la fois de nos valeurs,
de nos atouts et de nos objectifs.
Les utiliser (tous ou en partie), c’est rendre cohérent le positionnement
de notre département, c’est en quelque sorte "accorder nos violons"
pour mieux le démarquer dans la compétition économique et touristique.
Ce guide de marque a pour but de vous présenter ces signes et vous
expliquer comment les utiliser.
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" J’ai une entreprise,
en quoi suis-je concerné ? "
Nous avons tous intérêt en Ille-et-Vilaine à renforcer l’image
et l’attractivité de notre territoire, à le rendre plus visible.
Communiquer une image cohérente, positive et juste
de notre département, c’est donner envie aux investisseurs,
touristes, consommateurs de le rejoindre et nous permettre
ainsi de le développer, au bénéfice de tous.
" Quel sera le bénéfice
pour mon entreprise ? "
Dans un univers très concurrentiel, l'utilisation de
signes partagés par tous permet de mieux promouvoir
votre offre, de lui apporter des valeurs d'excellence
et de modernité, et de contribuer à construire l'image
d'un territoire fort et attractif.
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4
" Mais, j'ai déjà un logo
et une charte graphique ! "
Ce guide de marque n'est en rien
une charte graphique rigide et
contraignante.
Il s'agit de partager quelques principes
de communication, tout en restant
fidèle à la personnalité de chacun :
ces signes ne heurteront pas votre
communication mais l'enrichiront.
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"Est-ce
simple
à utiliser ?"
"Quel est le coût des différents
signes mis à ma disposition ?"
C'est gratuit !
Rendez-vous sur notre site
marque-hautebretagne.fr
et laissez-vous guider !
4
Très simple!
Les signes sont de natures différentes (formes, couleurs,
expressions etc...) et peuvent être utilisés "à la carte".
Chacun peut, en fonction de ses besoins, choisir pour
sa communication le ou les signes qui lui conviennent.
"Et si j'ai
besoin d'aide
ou de
conseils ?"
Nous sommes à votre disposition pour répondre
à toutes vos questions. Appelez-nous !
EdjgaZhVXiZjgh^chi^iji^dccZahZiXjaijgZah/
Conseil général d’Ille-et-Vilaine,
Service communication : 02 99 02 35 30
EdjgaZhVXiZjghYjidjg^hbZ/
Comité départemental du tourisme
Haute Bretagne Ille-et-Vilaine : 02 99 78 47 43
EdjgaZhVXiZjghYZaɂXdcdb^Z/
Idéa 35 : 02 99 53 65 65
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c’est-à-dire la place qu’elle veut occuper dans le futur
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c’est-à-dire ce que doit faire la marque pour mettre en œuvre
sa vision et réaliser son ambition
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>hhjYZaVbVgfjZeVgiV\‚Z!XZhijcXdcXZcig‚
Y>aaZ"Zi"K^aV^cZ/cdigZVeeVgiZcVcXZWgZidccZ
aZcd^gZiWaVcX!cdigZY^[[‚gZcXZaZgdj\Z#
8Zh^\cZY^iidjiXZfjZcdjheVgiV\Zdch#
FjZa^ci‚g„i4
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h^\cZYZgZXdccV^hhVcXZ!^acdjh[‚YƒgZ#
>acdjheZgbZiY„igZgZe‚g‚!^YZci^[^‚
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YZcdigZY‚eVgiZbZciej^hfj^aaZhVZcaj^#
8dbbZciaji^a^hZg4
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'
< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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HdbbV^gZ
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8]Ve^igZ
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7gZidch½YVchjcXVgg‚gdj\Z
"Haute Bretagne"
9‚Òc^i^dc
8ZhdciYZhXdcXZeih!YZhh^\cZh!YZh^cY^XVi^dch!YZhhdjgXZhY^che^gVi^dcfj^kdcicdjheZgbZiigZ
YZ[V^gZZciZcYgZidjhZchZbWaZaVb„bZeZi^iZbjh^fjZfjVcYcdjheVgaZgdchYZa>aaZ"Zi"K^aV^cZ#
AZXdcXZei
Nouvelle Bretagne
AZhXdjaZjgh
AZhhinaZhYZk^hjZah
AZidc
< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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8]Ve^igZ
GZXdbbVcYVi^dchYZXdbbjc^XVi^dc
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&
Edjgfjd^4
:aaZcdjhh^ijZ\‚d\gVe]^fjZbZci
ZiYdccZYZaVa^h^W^a^i‚|cdigZY‚eVgiZbZci#
FjZa^ci‚g„i4
8ZiiZZmegZhh^dcZhi_jhiZZihjgidjiZ[[^XVXZ
XVgZaaZcdjheZgbZiYZW‚c‚[^X^ZgYZhkVaZjgh
ZiYZaVcdidg^‚i‚YjiZgg^id^gZWgZidc#
"Haute Bretagne"
8dbbZciaji^a^hZg4
HZjaZ!hVch[dgbZY‚[^c^Z!ZaaZh^ciƒ\gZ
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ZiZcg^X]^iaZhegdedhhjgaZY‚eVgiZbZci#
kd^gX]Ve^igZZmZbeaZh
En Ille-et-Vilaine, dans ce pays de Haute Bretagne...
Ce jardin d'Ille-et-Vilaine constitue une véritable
curiosité, une nouvelle façon d'entrer dans la culture,
la nature et l'âme de la Haute Bretagne...
A 15 km de Rennes, la forêt de Brocéliande,
lieu mythique de la Haute Bretagne...
< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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8Zhijch^\cZYZbjai^ea^X^i‚YdcXYZg^X]ZhhZZiYZa^WZgi‚#
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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GZXdbbVcYVi^dchYZXdbbjc^XVi^dc
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7gZidchZih^c\ja^Zgh
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7gZidchZiY^[[‚gZcih
7gZidchZih^c\ja^Zgh
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7gZidchZi^ccdkVcih
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7gZidchZiXdbe‚i^i^[h
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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GZXdbbVcYVi^dchYZXdbbjc^XVi^dc
AZXdcXZeiCdjkZaaZ7gZiV\cZ
CdjkZaaZ7gZiV\cZZhiaZedh^i^dccZbZciY‚[^c^edjga>aaZ"Zi"K^aV^cZ#
8ZiiZ^Y‚ZYd^i^gg^\jZgkdhiZmiZhZikdhXdbbjc^XVi^dch#
:aaZeZji„igZZmeg^b‚ZiZaaZfjZaaZcdjkZaaZ7gZiV\cZ
djVjigVkZghYZbdihdjYZmegZhh^dchXa‚h#
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"ensemble, nous construisons la nouvelle Bretagne"
L8VeiZaZhY^bZch^dchaZheajhVXijZaaZhZiedh^i^kZh
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LEajhVXXZhh^WaZ!eajhegdX]Z!eajhcjVcX‚Z!eajhbjai^XjaijgZaaZ!
eajhbdYZgcZZiVXijZaaZ!eajh_ZjcZ!eajhZcigZegZcVciZ#
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BdihZiZmegZhh^dchXa‚hVhhdX^‚hVjXdcXZei/
- Proche et accessible
- Terre d'innovation
- Terre d'énergie
- Donne la force
- Transforme
- Crée des liens forts et durables
- Caractère singulier
- Pays ouvert
- Bretagne vivante
- Bretagne jeune
- Pays d'équilibre et d'harmonie
- Esprit nouveau
- Pays d'avenir
...
< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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*
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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< J > 9 : 9 : B 6 GF J : = 6J I : 7 G :I6< C :
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8]Ve^igZ
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Q U A N D
S O U F F L E
L ' E S P R I T
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B R E T A G N E
MOVED BY ELECT R ICIT Y / BOR N IN H AU T E BR ETAG NE
S
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PARTENAIRE
www.idea35.com
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dceZji^bV\^cZgVadghaZhYZh^\cZghgZegZcVciaZYZhh^cYjh^\cZYZgZXdccV^hhVcXZ
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YjY‚eVgiZbZci!>Y‚V(*egdbZjijcZ^ccdkVi^dciZX]cdad\^fjZgZeg‚hZciVi^kZ
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"AVbVgfjZeVgiV\‚Z=VjiZ7gZiV\cZh^\cZaVejWa^X^i‚!XZhiZaaZfjZadcbZiZcVkVci
(Idéa 35 n'apparaissant qu'au travers de la mention de son adresse internet)
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LAIT
BEAU
le naturel est une force
Si meliora dies, ut vina, poemata reddit, scire velim, chartis pretium quotus arroget annus. scriptor abhinc
annos centum qui decidit, inter perfectos veteresque referri debet an inter vilis atque novos.Excludat iurgia
finis.Est vetus atque probus, centum qui perficit annos. Quid, qui deperiit minor uno mense vel anno, inter
uos referendus erit. Veteresne poetas, an quos et praesens et postera respuat aetas.Iste quidem veteres inter
ponetur honeste, qui vel mense brevi vel toto est iunior anno. Utor permisso, caudaeque pilos ut equinae
paulatim vello unum, demo etiam unum, dum cadat elusus ratione ruentis acervi.
Produits laitiers
de Haute Bretagne
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