Discipline : Communication & Branding
Categories :
Brand Design / Brand Identity Creation and Update
: Gold certification
The Musée national des beaux-arts du Québec is dedicated to showcasing, promoting, and preserving Quebec art from all periods, from ancient to contemporary, while ensuring a presence of international art through acquisitions, exhibitions, and various outreach activities.
To reaffirm its roots in the community and share its vision for the years ahead, the Musée enlisted Kabane to create its new brand image, following a strategic analysis that led to a new positioning. The goal? To transition from an exhibition-focused brand to an institutional brand. As such, the image is inspired by human connections and the encounter between people and art.
The visual identity is imbued with this desire to bring people together. The platform's mechanics are inspired by the moment one contemplates a work of art, taking a step back and tilting one’s head thoughtfully. The Musée’s new logo features a custom typeface that combines right angles and curves, symbolizing the idea of a double perspective, a second look, merging structure and spontaneity. Specifically, the platform applies a 5-degree counterclockwise tilt to slightly incline the content. The identity is also accompanied by a monogram combining the "M" and "N" — an inseparable duo that reinforces the Musée’s uniqueness. The brand also offers a vibrant color palette, including a blue evoking Nordicity and a green honoring the Plains of Abraham.
The entire graphic universe thus aligns with this intention of bringing people together around art, engaging the audience from their very first contact with the brand.
