90 years of Valras-Plage
Celebrating the city of the ’30s
In 2021, Valras-Plage celebrates its 90th anniversary as an independent commune. Formerly attached to Sérignan, the seaside resort became autonomous in 1931, with the election of its very first municipal council. On April 12 of that year, Alfred Panis, a retired schoolteacher, was elected mayor at the inaugural council meeting. A few months later, on August 15, 1931, the commune officially took the name of Valras-Plage, abandoning its former name of Valras-la-Plage.
To celebrate this milestone anniversary, the city is offering a rich and immersive program of festivities. Among the highlights is a theatrical reenactment of the first city council meeting, inviting the public to relive this founding moment in an atmosphere faithful to the 1930s (period costumes, retro sets, and the atmosphere of yesteryear).
Throughout the year, other events pay tribute to the local memory and to emblematic figures who have marked the history of Valras-Plage, such as navigator Jean Gau and singer Lucyle Panis.
Visual identity concept
This visual identity project was developed in the context of Valras-Plage’s 90th anniversary, subtly reinterpreting the graphic codes of the 1930s, a pivotal decade in the history of visual arts. This period marks the transition between Art Nouveau, with its organic lines and abundant ornamentation, and Art Deco, which favors rigor, symmetry, and geometric shapes.
This visual vocabulary, both typographic and decorative, guided the design of the identity: it sets the historical scene, yet is revisited in a contemporary way. The typographic selection is based in particular on two fonts published by Sudtipos: Clockmaker, with its resolutely Art Deco design, and Henderson, which harmoniously completes the ensemble.
In addition to the overall event identity, a specific “90 years” logotype was created to identify all communications linked to the celebration. Also available in simplified versions in the form of small coats of arms, this logotype is part of a coherent, evocative charter. It is built around two main shapes symbolizing the region’s assets: the sun, in reference to tourism, and the sea, in homage to maritime tradition and local fishing. These two elements frame a central typographic block, affirming Valras-Plage’s roots in its history and identity.
A chromatic palette between
graphic heritage and modernity
The color palette was inspired by the iconic aesthetic of 1930s posters. These graphic designs, created by renowned artists such as Cassandre and Jupp Wiertz, marked a decisive moment in the history of design, laying the foundations for modern style, a legacy that remains relevant today and continues to inform our creative approach.
The selected shades have been reinterpreted in a contemporary way: more vibrant, more striking, they reinforce the visual impact of the identity while remaining faithful to their historical roots. They also evoke the natural and sensory environment of Valras-Plage: the blue of the sea, the golden of the sand, the azure of the sky, the warmth of the sun… So many references that visually anchor the event in its territory and in the collective imagination.
Tribute to the city’s historical figures
Valras-Plage has been the birthplace of many personalities, including the navigator Jean Gau and the famous singer Lucyle Panis. These two figures left their mark on their era through their talent and strength of character. To pay tribute to them, we have created a series of illustrations depicting them as they might have been in their heyday. We’ve created two contemporary scenettes inspired by the work of the brilliant Cassandre.
At a very young age, around 14, Lucile Panis (Lucyle being her stage name) was spotted for her exceptional voice by the patron Fernand Castelbon de Beauxhostes, who organized opera evenings at the Béziers arena. In 1906, Lucile, who had just turned twenty, joined a troupe of artists and went on to sing in Paris at the Théâtre des Arts and the Salle Gaveau, becoming a veritable celebrity in the opera world.
Jean Gau, an adventurer and navigator, was driven by the desire to travel. He left for the United States in 1929, became an American citizen and was hired as a cook at the prestigious Taft Hotel in New York. After two years of saving, he bought his first sailboat.
Decorating public spaces with identity
In addition to the entertainment and shows planned to celebrate the event, Valras-Plage is undergoing a metamorphosis and donning the luminous finery of the Belle Époque. The town’s entrances and main thoroughfares are proudly adorned with elements of the new visual identity, displayed through a coherent and refined network of signage.
This identity is accompanied by a specific graphic vocabulary, designed around messages and event-based media: a greetings card, a special “90 years” edition, and other one-off creations. The 2021 greetings card, in particular, stands out for its original format, designed to be read in both directions (up/down), like a playing card – a deliberate reference to the Casino de Valras, a local institution since 1907.
