Pierre redesigned the lettering to resemble a colonnade, taking his inspiration from the Rue de Rivoli near the Place Vendôme.
Going against the rules of typography, he introduced a double downstroke in the U, making the letter symmetrical, and giving the word its unique sense of rhythm. The tall, rectangular type creates a feeling of modernity and elegance. Carefully sized and taut, with highly pointed serifs, it matches the emerald above it.
The emerald and the Vendôme column it contains were stylised to remain legible in very small formats.
Commissioned by Agence Desgrippes.