The McCord Stewart Museum Gets an Updated Brand Image

Montreal, October 23, 2024 – The McCord Stewart Museum’s new brand image is the result of a deep and concerted reflection on how to modernize the brand while respecting the Museum’s history and multifaceted heritage. It celebrates the Museum’s inextricable link to the vibrant, multicultural city of Montreal and to its residents. In this way, the Museum is reaffirming its universal yet distinctive mark on Quebec and on the world.

Modern and recognizable

The new brand image adopts a modern, refined, predominantly black-and-white aesthetic. The graphically streamlined design improves readability, reducing visual noise both on screen and in print while being visually attention grabbing. It reflects the Museum’s integrity in its interactions with its audiences and partners.

Blending “McCord” and “Stewart”

The logo represents the harmonious merger of the two institutional identities, the McCord and Stewart museums, now consolidated under a single consistent identity. The addition of the letter S incorporates the “Stewart” name into the monogram, which previously only combined M and C. The new S gives proper recognition to the Stewart collection, now inseparable from the Museum.

Integrating Montreal

At the heart of the Museum’s updated branding is Montreal itself, a source of endless inspiration given its strong connection to the Museum’s collections and our mission to amplify the voices of the city’s communities. The addition of the city name to the Museum’s logo is part of a symbolic drive to unite our institution with the soul of the city. It’s a nod to the Museum’s geographic roots, its favourite subject, its impact and its community involvement. The logo is also readable and accessible in both official languages.

Typeface

The official font is Neue Montréal, developed in 2022 by Pangram Pangram – a local foundry with an international reputation – which draws inspiration from Montreal’s status as a UNESCO City of Design. By using it in lowercase, including for titles, the Museum wishes to be perceived as a welcoming and familiar space, a safe space for everyone.

Colours

A restrained colour palette ensures visually consistent communications and promotional materials while capturing the essence of our unique urban setting. The primary palette of black and white is complemented by three secondary colours, inspired by Montreal’s iconic urban and natural landscapes (Montreal red, mountain green, river blue).

Adaptable and consistent

The new logo is designed to be adaptable to every promotional need, whether it’s used horizontally or vertically. Its flexibility guarantees consistent use across a variety of materials, reinforcing the Museum’s visibility in a uniform way and improving brand awareness by standing out on promotional visuals.

In short, this new identity embodies the Museum’s attachment to Montreal and its communities. It will strengthen our ties to a diverse audience and contribute to our success in the coming years. Thanks to the creative vision of Barbara Jacques Studio, the Museum is reaffirming its position as a vibrant, stimulating, accessible institution rooted in history, with an eye set firmly on the future.