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 been the stage for numerous historic events, including the 1976 Montreal Olympic Games and the Formula 1 Canadian Grand Prix. This island oasis is renowned for the diverse experiences it offers, blending nature, history, culture, and sports. Today, experiencing the Park is a matter of the heart—a naturally engaging experience for the citizens of Greater Montreal.

To honor this rich legacy, our agency was chosen to redesign the Parc Jean-Drapeau visual identity. Through this design case study, discover how we approached this major institutional branding mandate to build a brand ecosystem as vibrant and unifying as the park itself.

Services

Strategy and brand identity

Challenge

Here, our mandate was to refresh the iconic image of Parc Jean-Drapeau while paying tribute to the historical character of the symbol created for Expo 67. What’s more, our client wanted us to bring Parc Jean-Drapeau to the forefront so that the link between the symbol and the park could be established once and for all. We were also tasked with creating a clear, logical, intelligent sub-branding system to link the location and its products to the masterbrand.

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.