IDENTITY by Cossette Montreal for McCord Museum

IDENTITY

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Industry Museums & Libraries
Media Design & Branding
Market Canada
Agency Cossette Montreal
Art Director Marc-André Rioux, Isabelle Allard, Rchard Bélanger
Copywriter Étienne Mérineau
Released March 2011

Credits & Description

Category: Logo Design
Advertiser: MCCORD MUSEUM
Product/Service: MUSEUM
Agency: COSSETTE
Date of First Appearance: Mar 15 2011
Entrant Company: COSSETTE , Montreal, CANADA
Chief Creative Officer: Antoine Bécotte (Cossette)
Chief Creative Officer: Carlos Garavito (Cossette)
Creation Director: Barbara Jacques (Cossette)
Art Director: Isabelle Allard (Cosssette)
Art Director: Rchard Bélanger (Cossette)
Art Director: Marc-André Rioux (Cossette)
Copywriter: Étienne Mérineau (Cossette)
Account Manager: Benoît Bessette (Cossette)
Account Manager: Armelle Dubourg (Cossette)
Graphic Designer: Maxime Bluteau (Cossette)
Graphic Designer: Nathalie Boucher (Cossette)
Graphic Designer: Daniel Cartier (Cossette)
Graphic Designer: René Lachapelle (Cossette)
Graphic Designer: Denis Lemieux (Cossette)
Media placement: Poster And Museum Front Signage - Front Of The Museum - 15 March 2011
Media placement: Stationnery - In The Museum - 15 March 2011
Media placement: Exhibition Invitation - In The Museum - 15 March 2011
Media placement: Bags - In The Museum - 15 March 2011
Media placement: Outside Banners And Multicolor Led Signage Entrance - Front Of The Museum - 15 March 2011
Media placement: Complete Branded Icons For Wayfinding System - In The Museum - 15 March 2011
Media placement: Part Of The 90 Objects Of The Exhibition With The «McCord Treatment» - Museum Exhibition - 15 March 2011

Describe the brief from the client
The McCord Museum, Montreal’s leading history museum, is home to one of North America’s most significant collections of historical objects. Its 90th anniversary was the perfect opportunity to revisit its identity in order to better reflect its position, thus reaffirming itself as a modern museum with a global outlook, open to the world—an intelligent museum that provides food for thought.
The Museum’s new signature is: McCord Museum: Our People, Our Stories.

Describe the challenges and key objectives
As the museum is home to one of the largest historical collections in North America, and one that documents Montreal’s history in particular, it was critical for it to add to the city’s dynamism. The aim of the campaign was to liven up the McCord Museum’s image and raise interest for its anniversary exhibition entitled 90 Treasures, 90 Stories, 90 Years, as well as engage the audience (visitors and Montrealers) with the stories behind its collections.

Describe how you arrived at the final design
The logo was created to reflect the new positioning of the establishment and refers to the imprint history has on the present, and that which the McCord Museum has on its visitors and on the city. To strengthen the impact of the museum’s communications, a complete and consistent brand style was created including typography, colour palette and photo treatment, using the fingerprint concept as its imprint. Outside and inside signage applications were implemented for the launch to complete the visitors’ experience, including specific graphics and pictograms derived from the new identity.

Give some indication of how successful the outcome was in the market
Due to the recency of the campaign launch, it is difficult to judge the aftermath with accuracy.