{"id":631,"date":"2017-06-09T09:52:07","date_gmt":"2017-06-09T07:52:07","guid":{"rendered":"http:\/\/lib.aua-toulouse.org\/BelvedeRPlus\/?p=631"},"modified":"2018-02-07T16:27:12","modified_gmt":"2018-02-07T15:27:12","slug":"la-carte-pastel-un-element-identitaire-pour-la-metropole-toulousaine","status":"publish","type":"post","link":"https:\/\/revue-belveder.org\/index.php\/la-carte-pastel-un-element-identitaire-pour-la-metropole-toulousaine\/","title":{"rendered":"La carte Pastel, un \u00e9l\u00e9ment identitaire<br> pour la m\u00e9tropole toulousaine\u00a0?"},"content":{"rendered":"<p><a href=\"..\/..\/wp-content\/uploads\/PDF\/N1\/Carte_pastel_BelvedeR_n1.pdf\" target=\"_blank\" rel=\"noopener\">T\u00e9l\u00e9chargez l&#8217;article au format PDF<\/a><\/p>\n<blockquote><p><em><strong>Pierre L\u00c9PAGNOL<\/strong><\/em><\/p><\/blockquote>\n<p>Les gestionnaires de r\u00e9seaux de transports urbains \u00ab\u2009communiquent\u2009\u00bb r\u00e9guli\u00e8rement et soignent leur identit\u00e9 visuelle\u00a0: livr\u00e9e des autobus et tramways, marque, logo, slogan, \u00e9v\u00e9nements li\u00e9s \u00e0 l\u2019ouverture de nouvelles lignes, objets promotionnels, etc. Dans les ann\u00e9es\u00a01980, la RATP lan\u00e7ait sa campagne \u00ab\u2009<em>ticket-chic, ticket-choc\u2009<\/em>\u00bb\u00a0: avoir en poche ce ticket jaune sugg\u00e9rait un\u00a0usage \u00ab\u2009d\u00e9complex\u00e9\u2009\u00bb et choisi de la ville, o\u00f9 les transports ne seraient plus subis sur le mode m\u00e9tro-boulot-dodo. Papeterie, gadgets, maroquinerie, T-shirts&#8230; le marchandisage et la vente de produits d\u00e9riv\u00e9s utilisant l\u2019identit\u00e9 visuelle des r\u00e9seaux de transport des grandes m\u00e9tropoles se sont fortement d\u00e9velopp\u00e9s.<\/p>\n<p>Ces initiatives sont parfois encourag\u00e9es, voire contr\u00f4l\u00e9es et labellis\u00e9es par les municipalit\u00e9s qui y voient un outil de promotion et de diff\u00e9renciation du territoire. Si ces objets ciblent essentiellement une client\u00e8le touristique, ils s\u2019adressent \u00e9galement aux habitants-usagers sur le mode du clin d\u2019\u0153il et de la r\u00e9f\u00e9rence commune. L\u2019usage partag\u00e9 d\u2019un r\u00e9seau de transport\u00a0vient donc signer l\u2019appartenance commune \u00e0 un territoire. \u00c0 Toulouse, avec la marque Tiss\u00e9o, le titre de transport orange et la carte Pastel s\u2019inscrivent progressivement dans le quotidien des usagers, mais participent-ils d\u2019une identit\u00e9 toulousaine\u2009? Mise en place en 2007, la carte Pastel s\u2019\u00e9tend dor\u00e9navant au r\u00e9seau TER Midi-Pyr\u00e9n\u00e9es, aux bus interurbains (Arc-en-ciel en Haute \u2014 Garonne, Tarnbus) ainsi qu\u2019aux r\u00e9seaux urbains d\u2019Albi et de Tarbes.<\/p>\n<p>Paradoxalement, cette extension hors r\u00e9seau urbain toulousain vient diluer l\u2019image purement urbaine et \u00ab\u2009toulousaine\u2009\u00bb de la carte Pastel tout en contribuant \u00e0 construire une appartenance \u00e0 l\u2019aire m\u00e9tropolitaine toulousaine, d\u2019Albi \u00e0 Auch, de Montauban \u00e0 Carbonne, gr\u00e2ce aux TER.<\/p>\n<p><a  href=\"..\/..\/wp-content\/uploads\/2017\/11\/pastel.jpg\" data-rel=\"lightbox-gallery-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" class=\" wp-image-632 aligncenter\" src=\"..\/..\/wp-content\/uploads\/2017\/11\/pastel.jpg\" alt=\"\" width=\"464\" height=\"291\" srcset=\"https:\/\/revue-belveder.org\/wp-content\/uploads\/2017\/11\/pastel.jpg 1023w, https:\/\/revue-belveder.org\/wp-content\/uploads\/2017\/11\/pastel-300x188.jpg 300w, https:\/\/revue-belveder.org\/wp-content\/uploads\/2017\/11\/pastel-768x482.jpg 768w, https:\/\/revue-belveder.org\/wp-content\/uploads\/2017\/11\/pastel-500x314.jpg 500w\" sizes=\"(max-width: 464px) 100vw, 464px\" \/><\/a><\/p>\n<p><strong>Acronymes\u00a0:<\/strong><\/p>\n<ul>\n<li><strong>RATP<\/strong>\u00a0: R\u00e9gie\u00a0Autonome des\u00a0Transports\u00a0Parisiens<\/li>\n<li><strong>TER\u00a0:<\/strong> Transport\u00a0Express R\u00e9gional<\/li>\n<\/ul>\n<p><em>photos\u00a0\u00a9 Tiss\u00e9o-SMTC, \u00a9 Cramos<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les gestionnaires de r\u00e9seaux de transports urbains \u00ab\u2009communiquent\u2009\u00bb r\u00e9guli\u00e8rement et soignent leur identit\u00e9 visuelle\u00a0: livr\u00e9e des autobus et tramways, marque, logo, slogan, \u00e9v\u00e9nements li\u00e9s \u00e0 l\u2019ouverture de nouvelles lignes, objets promotionnels, etc. Dans les ann\u00e9es\u00a01980, la RATP lan\u00e7ait sa campagne \u00ab\u2009ticket-chic, ticket-choc\u2009\u00bb\u00a0: avoir en poche ce ticket jaune sugg\u00e9rait un\u00a0usage \u00ab\u2009d\u00e9complex\u00e9\u2009\u00bb et choisi de la ville, o\u00f9 les transports ne seraient plus subis sur le mode m\u00e9tro-boulot-dodo.<\/p>\n","protected":false},"author":3,"featured_media":632,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4],"tags":[],"authors":[{"term_id":82,"user_id":0,"is_guest":1,"slug":"auat","display_name":"AUAT"}],"_links":{"self":[{"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/posts\/631"}],"collection":[{"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/comments?post=631"}],"version-history":[{"count":13,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/posts\/631\/revisions"}],"predecessor-version":[{"id":1734,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/posts\/631\/revisions\/1734"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/media\/632"}],"wp:attachment":[{"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/media?parent=631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/categories?post=631"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/revue-belveder.org\/index.php\/wp-json\/wp\/v2\/tags?post=631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}