Flexible Branding
Montreal Rebrand
For this project, I used the city of Montreal's current logo and incorporated some changes to better describe the current interests of the city. More specifically, I chose to cover hockey, parks, churches, concerts, its relation with Quebec, and the historic Chinatown within the city.
Process
Research
I researched the city of Montreal and figured out some good topics to represent the city in their logo. From there, I typed out a report that emphasizes my main six findings that best define Montreal.
These findings were: Hockey, Concerts, Parks, Churches, their Chinatown, and their relation with Quebec
Sketching + Drafting
After defining the key physical attractions of Montreal, I then started sketching ideas of how I can modify the existing montreal logo to incoperate these findings. I made 6 different renditions of each attraction.
I then picked the best layout that incoperated all 6 of the designs seamlessly to make the GIF. They are shown below with reasoning to each.
Final Designs + Reasoning
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Concerts
Montreal is a very popular destination for concerts since there are lots of locals in the area that are interested in attending live music events any day of the week. This has made music concerts a prevalent part of Montreal culture. For this logo, I took a microphone to represent connections between all genres of music
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Parks
I chose to represent Montreal’s parks within the city and surrounding area with this logo. There are many parks within the city, and some of them even have a historical impact on the city (like Mount Royal). For the logo, I used an easily recognizable image (tree) to represent the nature and tranquility of the parks.
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![Chinatown]()
Chinatown
I chose to represent Montreal in my logos with their immersive Chinatown district of the city. Every city you will go to most likely has a Chinatown, but in Montreal, it is very historic. First established in the early 1890s, Montréal’s Chinatown has survived expropriation and redevelopment, and still has a prominent presence within the city. For the logo, I used a reoccuring pattern seen in many murals and shops around the district.
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Quebec
Montreal wouldn’t be Montreal without Quebec! Montreal is the capital of the Quebec province, and this aspect often goes overlooked or ignored. This logo contains the fleurs-de-lis, which is a hint at the Quebec flag and has hints towards France, which further emphasizes the French-speaking nature of the city.
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Hockey
I chose to represent Montreal in this logo with one of Canada’s specialties: Hockey. With a combination of their very popular Professional hockey team to the vast amount of public outdoor hockey rinks in the city, I feel that it would be wrong to not represent Montreal with hockey. I showed the sport in this logo by putting hockey sticks in the corners, and having them branch out from the center.
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Church
This logo represents the abundance of churches and religious sites within the city of Montreal. Many people know about Saint Joseph’s Oratory of Mount Royal (infamously known for being the Dome on a hill), but there are many other ancient basilicas (St. Patrick’s Basilica, founded 1847), cathedrals (Mary Queen of the World Cathedral), and other churches that have history and are worth looking at. For this logo, I chose a very common symbol seen in religion and implemented it into the Montreal logo.
