Musée national des beaux-arts
du Québec
Creative Direction, Art Direction, Graphic Design and Type Design for the Musée national des beaux-arts du Québec.
A new positioning and brand strategy aligned with the Museum’s core values and its ambition to make art accessible to all. The previous brand identity no longer reflected the Museum’s bold vision or the innovative nature of its experience. It was too quiet, too focused on exhibitions alone.
The new brand now adopts a stronger, more assertive stance to boost visibility, supported by a cohesive graphic system designed to clearly communicate the richness of its offering.
The logo features a custom typeface inspired by new perspectives, echoing the Museum’s commitment to showcasing art on a grand scale.
Its monogram brings together the M (Museum) and the N (National) — an inseparable pair that symbolizes the institution’s mission: to unite and to spark meaningful encounters.
This moment of contemplation inspired the visual system. That subtle gesture — stepping back and tilting our head slightly to the left — becomes the conceptual foundation of the graphic language.
In practice, content is rotated 5 degrees counterclockwise to echo that instinctive, intimate encounter with art.
The brand also embraces a vibrant new color palette to enhance its communications. It features two primary colors: a royal blue — a nod to the Nordic character of the National Capital — and a vivid green that evokes the nearby Plains of Abraham, where the Museum is located.
Creative Direction
Art Direction
Graphic Design
Type Design
Winter Sans, Émile Painchaud
Martina Plantijn, Klim Type Foundry
Kabane, creative direction & strategy
Elyse Noël de Tilly, copywriting
Florence Levasseur, motion design
Steeven Chouinard, original music
René-Pierre T. Guérin, sound design
Marie-Bénédicte Jaquemin, creative direction
Max-André Hubert, UI art direction
Jenny Bernier, UX design