TERMES ET CONDITIONS
Brand Identity, Naming, Verbal Identity, Creative Direction, 2025/26
Termes et Conditions was born from the story of Claire Tournier (France) and Henry Carlisle (England), a couple who, after years working in law, decided to change direction and turn a long-standing interest into a new craft: bespoke tailoring.
The name comes from a term traditionally used as a notice or statement of conditions. It is combined with the gesture of the hand, present in the symbol, and with the processes involved in the construction of each garment. Here, measuring means understanding the body. Cutting means interpreting those measurements. Dressing is the result of a process built slowly, through technique, experience and sensitivity. It is the hand that measures, marks, cuts, sews, adjusts and dresses. Technique and tradition are inseparable throughout this process.
The visual system was developed around this relationship between measurement and gesture. The metric logic embedded in the lettering and its proportions is treated as a carefully constructed structure, referencing the precision inherent in pattern cutting and garment construction. In contrast, the hand represents what measurement alone cannot replace: the human gesture. It establishes the relationship between body and material and encapsulates the artisanal character of the atelier. Its raised gesture also carries the visual language of a sign or warning, pointing back to the very idea of terms and conditions — the principles, processes and standards that guide the making of each piece.
This duality structures the entire graphic universe. The idea of construction is also expressed through the typographic compositions: precisely governed by a system, yet arranged with a sense of spontaneity. The result combines structural rigour with a distinctly manual quality, often avoiding obvious alignments in favour of more intuitive compositions.
The bilingual nature of the identity is equally fundamental to its positioning. French and English coexist throughout the communication, reflecting both the cultural references of the project and the Franco-British tailoring tradition that informs the atelier.
More than simply translating content, the system seeks to establish a consistent voice across both languages. French reinforces the brand’s origins, tradition and artisanal heritage, while English extends its international presence. Together, the two languages become part of the identity of Termes et Conditions itself: a brand shaped by different traditions, yet guided by a common principle: every piece begins with measurement and ends in the hands.
