A Cultural-Tech Fusion: Inside the New Logo for JIFM

News
Written By François Hurtaud

April 30, 2025 – Kuala Lumpur. The French Embassy in Malaysia has unveiled the new visual identity for the Journée de l’Innovation Franco-Malaisienne (JIFM), an event that celebrates forward-thinking ideas and international collaboration in science, research, and tech between the two countries.

Designed by François Hurtaud Studio, the new logotype is a symbol of connection, merging cultural depth with technological clarity. It draws visual inspiration from traditional batik patterns, infused with the structural lines of a printed circuit board, capturing the essence of Malaysia’s heritage and France’s innovation legacy in one emblem.

“The logo for the Journée Franco-Malaisienne de l’Innovation was designed as a symbol of convergence, where culture meets technology. It reimagines the elegance of traditional batik patterns as circuit-like forms, creating a modern emblem rooted in Malaysian craft and the spirit of innovation.”
— Francois Hurtaud, creative director

The emblem is paired with a bold geometric typeface arranged in three levels, reflecting the name’s tri-part structure: Innovation, Malaysia, and France. This visual identity sets the tone for the Embassy’s 2025 edition, themed Naviguer aux frontières technologiques, and positions the Journée as a recurring platform for innovation dialogue between the two nations.

More than just a logo, it’s a strategic signal: an identity designed to grow with the event and support its role as a cultural and technological bridge.

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Project Credits
Creative Direction & Design: François Hurtaud Studio
Client: French Embassy in Malaysia
Discipline: Brand Identity, Strategy, Cultural Design
Year: 2025

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François Hurtaud

François Hurtaud begun his design career in 2008 as a studio designer after graduating from Masters Degree in Advanced Studies in Cross-cultural Design at Shanghai University and a Bachelor in Industrial Design at L’Ecole de Design de Nantes in France.

Hurtaud then headed the design force for several consumer goods companies where he demonstrates his understanding of the power of social and sustainable design, cross-cultural and the precarious balance of function and form in luxury design and production.

Since his childhood, Hurtaud has always had the passion for art, science and technology; passions that he cultivated and improved through formal educations and apprenticeship in design. Having the chance of working in different countries, agencies and companies, exploring multitude aspects of designs, he now thinks of design as an equation, trying to find creative solutions to balance between functionality & aesthetics, sustainability & profitability, viability & legitimacy. Hurtaud’s designs has received multiple international design awards and accolades, such as Good Design Award, Red Dot Design Award, German Design Award and A' Design Award.

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