![](https://dbwih3fy5wu5f.cloudfront.net/PJD_Image-Banniere_2000x1000.jpg)
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.
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1000_1.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1125_2.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1100_3.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1100_4.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1120_5.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_1.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_2.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1120_6.jpg)
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.
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1000_7.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_3.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_4.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1125_8.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_5.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_6.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1800_7.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_8.jpg)
Results
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.
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_9.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_10.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_11.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_2-Images_1200x1200_12.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1000_9.jpg)
![](https://dbwih3fy5wu5f.cloudfront.net/PJD_1-Image_2000x1000_10.jpg)