By : NEUF architect(e)s
GRANDS PRIX DU DESIGN – 16th edition
Discipline : Communication & Branding
Categories : Communication Design / Corporate Communication Tool : Bronze Certification
Categories : Brand Design / Brand Identity Creation and Update
Categories : Brand Design / Logo Design : Gold Certification
Categories : Communication Design / Publishing : Bronze Certification
Categories : Communication Design / Packaging : Silver Certification
Categories : Communication Design / Illustration : Bronze Certification
Categories : Communication Design / Traditional or Digital Marketing : Silver Certification
For its 50th anniversary, NEUF adopted a brand identity tailored to the exceptional and ephemeral nature of the event. Over a 12-month period, the firm showcased its most significant projects and collaborations by means of a visual universe based on its graphic standards. The reimagining of the logo, the production of online articles and the development of a dedicated webpage announced the variety of undertakings (including a retrospective book, university scholarships, branded items, awards and sponsorships) to the public. Internal and external communications also marked the occasion with dedicated email signatures, official document templates, social networks and specialized platforms.
The logo, created for the 50th anniversary of NEUF architect(e)s, reflects the firm’s graphic standards, which in turn draw inspiration from the architectural sphere. The number 50 is added to the 4 letters N-E-U-F and rendered in the firm’s two official colours: Pantone 485C red and Pantone 3125C blue. The new logo was used for a year in all the firm’s online communications and media, as well as on its promotional products. The logo represents a proud moment in the history of the organization, and the evolution of its visual identity shows traces of that history.
A retrospective book, “Un demi-siècle et toujours NEUF / Half a Century of Building Storeys”, was published for the firm’s 50th anniversary. This imposing tome (26.6 x 21.8 x 5.4 cm) comprises 600 pages of bilingual texts as well as images of the past and the future, all demonstrating the diversity of the firm’s completed projects across Canada, the Americas, in Europe and in Asia. Archives, photographs, anecdotes and interviews retrace the evolution of the organization in parallel with the development of Montreal’s built landscape. This publication was unveiled to the public on November 24, 2022 and gifted to clients and colleagues. It is also available from specialist bookstores as of March 1, 2023.
The book created for NEUF’s 50th anniversary, like the firm itself, is both singular and multitudinous—united like the firm’s great family of colleagues and diverse like its areas of expertise. The challenge was to express this duality in words and images while simultaneously retreading the firm’s history, all within an original publication that had to be distinct from a traditional corporate portfolio. The solution lay in dividing projects, concepts, and anecdotes into 23 articles across 6 categories, each of which presents a specific format, tone, and graphical treatment. These articles combine to form a randomized composition, which makes for an unfettered and dynamic reading experience.
The book’s duality can be seen in the contrast between the book’s exterior and its contents, between the stark white cover and an abundance of imagery, the delicacy of its finish and the solidity of its 600 pages, the intangibility of the techniques implemented and the reality of the topics developed. The cover is presented as an attractive case binding. Lettering is embossed and printed in white ink..
A limited-edition presentation case was also produced for delivery of the book to current and former Partners of the firm. This made-to-measure 12x14x4“ case is crafted from laminated cardstock. Its bright red colour (Pantone 485C, one of the firm’s official colours) contrasts with and emphasizes the book’s white cover. The entire package is personalized by the inclusion of a small metal ruler, anodized in a shade matching the case and graduated from 1 to NEUF, on which the Partner’s first name and years of seniority are engraved.
INTERNAL CAMPAIGN (ILLUSTRATIONS)
For its employees who now worked in hybrid mode, the firm wanted to give them a sense of belonging in view of the cocktail event of November 24, 2022. An internal campaign was set up to create both a generational bridge (for old and new employees), geographical (uniting the Montreal, Ottawa & Toronto offices) with a campaign that is both digital and printed. An unveiling campaign was put forward, in a tone specific to NEUF: both offbeat and professional. The goal is to make employees proud ambassadors for its anniversary cocktail and inform them on the event highlights.