Parc Jean-Drapeau

Parc Jean-Drapeau visual identity: redefining a Montreal icon

Developed to host the 1967 World’s Fair (Expo 67), Parc Jean-Drapeau has since served as the stage for numerous events, including the 1976 Montreal Olympic Games and the Formula 1 Canadian Grand Prix. This island oasis is renowned for the diverse range of experiences it offers—spanning nature, history, culture, and sport. Today, for the people of Greater Montreal, engaging with the park is a matter of the heart, defined by experiences that are as naturally compelling as the setting itself.
To honor this legacy, our agency was selected to reimagine the visual identity of Parc Jean-Drapeau. Through this design case study, discover how we approached this major institutional branding mandate to build a brand ecosystem as vibrant and inclusive as the park itself.

Services

Strategy and brand identity

Challenge

The mandate was to refresh the iconic image of Parc Jean-Drapeau while respecting the historical character of the symbol originally created for Expo 67, all the while bringing Parc Jean-Drapeau to the forefront to firmly establish the connection between the symbol and the park. In addition, there was a need to develop a clear, logical, and intelligent sub-brand system that would create a link between the site, its offerings, and the brand itself.

Revisiting an iconic logo.

The new logo is an attractive, stylized evolution of Julien Hébert's original creation, while the Helvetica-inspired typography reinforces the notion of timelessness. Together, the colours and the new graphic platform reveal the essence of Parc Jean-Drapeau and its offer, which plays out in four distinct areas: relaxation and nature, entertainment and culture, sports and outdoor activities, and rental facilities. Cleverly, a single element from the symbol itself was isolated to create a graphic illustration of friendship.