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The festive nature of Francos
By : LG2 et LG2 Architecture
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity Creation and Update : Gold Certification
Categories : Environmental Design / Brand Universe : Gold Certification
Objective:
Les Francos de Montréal has been a summer fixture for thousands of French-language music fans since 1989. To capture the vibe of this major festival, we designed a timeless visual identity and experiential signature capable of forging an emotional connection with the public. The aim was to define a permanent identity language for Les Francos that was broad enough to work with any annual campaign. In addition to highlighting the festival as a celebration of the French language, the signature underscores its place as a key moment of the year for connecting with others, discovering emerging francophone artists and kicking off the summer in the city’s downtown.
Harmonizing with the existing corporate identity, we developed a flexible, scalable design system that allows the letters in the word “Francos” to transform with each festival edition and touchpoint. This approach creates an enduring visual and experiential signature for the festival that can accompany different themes and annual programming.
Entry Description
Familiar to all Montrealers, the name “Francos” has become synonymous with festivity and culture. We used the name, which captures the festival’s distinct character, as a foundation for the brand’s new graphic language and design system. Each letter was drawn in a colour inspired by the spring season, using contrast to create a unique logotype that communicates the festival’s lively spirit. The physical brand identity transcends traditional architectural elements and creates an immersive visual experience through a fusion of graphic and spatial designs. Oversized letters were arranged in a striking way throughout the site, and installations played with buildings’ features to enhance the event’s street aesthetic. Day and night, the interplay of colour, light and scale energized the space and embraced the rhythm and movement of festivalgoers.
Impact
This approach creates an enduring visual and experiential signature for the festival that will work with its changing themes and programming year over year, reducing costs and materials that need to be reprinted. We created an immersive world for temporary environments using simple installations that can be easily assembled in a matter of hours. The first edition with this new imagery was a success, and it will be maintained and enhanced for future editions.
Collaboration
