Parc Jean-Drapeau

Reimagining an iconic logo

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.

Brand identity


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.


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.