The importance of colors often transcends their mere aesthetics. Some hues tell a story, evoke memories, or embody an era. This is the case with Jieldé's "Vert Vespa," a color rich in history, deeply ingrained in the brand's identity.
Atelier de montage électronique avec les tables équipées de lampes Jieldé.
Photographie publiée dans la Revue des applications de l'électricité.
Since its inception in the 1950s, Jieldé has established itself as a design icon with two distinctive colors: the legendary "Vert Vespa," slightly mottled, and the "Gris Machine," directly inspired by the machine tools on which the lamps were mounted. This "Vert Vespa," unique and inimitable, was more than just a color. It was a reflection of an era, inspired by the famous Vespa scooter, ubiquitous on the post-war streets, symbolizing a period of renewal and optimism.
What makes "Vert Vespa" so special is its uniqueness. The brand, with a forward-thinking vision, made the bold decision to create its own shade, without conforming to the industrial standards of the RAL. This choice was not just aesthetic; it was strategic. It was a way for Jieldé to stand out in a competitive market, to establish itself as a brand that dares to innovate, that dares to create.
More than just a color, "Vert Vespa" evokes a specific moment in European history. It recalls the bustling streets of the 1950s, the distinctive sound of Vespa scooters echoing on the pavement, noisy cafes, and the post-war joie de vivre. This green is a vibrant tribute to that period of renewal.
It wasn't until the early '90s that Jieldé's color spectrum expanded, especially with the arrival of Philippe Bélier as Deputy General Manager. With the unwavering trust of Marie-Françoise Domecq, Bélier brought new energy to the brand.
His key idea? The introduction of new colors. Under his leadership, Jieldé embarked on a chromatic exploration, reaching out to a new clientele while honoring its heritage.
Since that period of renewal, Jieldé's color palette has significantly expanded. While still honoring its original shades, the brand has innovated by introducing contemporary colors. In 2022, three new hues joined the collection: "Vieux Rose RAL3014," the majestic "Bleu Saphir RAL5003," and the invigorating "Vert Herbe RAL6010." These additions illustrate Jieldé's ongoing commitment to staying at the forefront of trends while cherishing its roots.
Jieldé's "Vert Vespa" is not just one color among many. It embodies the birth of a brand, a tribute to an era, and, above all, a testimony to a precious industrial heritage. Through a combination of authenticity and innovation, Jieldé continues to illuminate the world of design, proving that respect for the past and a vision for the future can coexist in perfect harmony.
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