Parc Jean-Drapeau

A park that has left its mark.

Built to host the 1967 Universal Exhibition, Parc Jean-Drapeau has since been the venue for numerous events, including the Montreal Olympic Games held in 1976 and the Canadian Formula 1 Grand Prix held every year since 1961. This island oasis is renowned for the diversity of its nature, landscape, history, culture and sporting experiences. Today, Vivre le Parc is a story of heart and naturally inspiring experiences for the citizens of the Greater Montreal region.

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.