lg2 – Musée de la civilisation du Québec

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In light of its 25th anniversary in 2013, Musée de la Civilisation de Québec (MCQ) wished to review its brand identity and that of its museum network, which includes Musée de l’Amérique francophone, Musée de la place Royale, Maison historique Chevalier, and Centre national de conservation et d’études des collections.

It was necessary to develop a brand platform that allows the five sites to speak with one voice but also individually, that preserves the roots of their respective identities, and that reflects the distinctive cultural mission they share of showcasing the common elements of the human experience through collections and innovative exhibitions and educational activities.

A simplified, vibrant, vivid, and unifying visual identity was designed based on MCQ’s initial logo and also includes a color code for each network site. This identity applies to stationery, indoor and outdoor signage, and printed material (media kits, newspaper ads, and posters). The flexibility of the new brand platform ensures it can also be used for advertising. Designed by lg2.

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