Rekindling the flame of Montreal’s legendary Olympic Park
“The emotion generated by the Olympic Park’s rich history lives at the heart of everything we do.”
- Claude Auchu, Partner, CEO
On the cusp of its 40th anniversary, the Olympic Park embarked on a major shift in both its vision and its public role. As one of Montreal’s must-see venues, it remains a choice destination for Montrealers, Quebecers and tourists alike.
The guiding principles of the brand revitalization centred on restoring the Park’s popularity to the levels seen right after the 1976 Games, honouring the past, yet celebrating its place in the current city, while always taking inspiration from the world of sport.
The new identity takes a dynamic, colourful approach, creating an energetic link to sports and activity.
The logo is inspired by both the track and field running lanes, and the circular form of the Olympic Stadium, Montreal’s most recognizable icon. The four circles that make up the logo and the four colours used across the platform represent the Park’s four facilities.
To complement the new brand identity, a poster campaign depicting the Park’s attractions reminded Montrealers of the athletic facilities that they can use every day. The entire series is graphically consistent, colourful and helped to rejuvenate the Park’s tired image.
The poster campaign celebrating the Montreal Olympic Park’s 40th anniversary paid homage to its structure by centring on the stadium’s architectural profile while recalling some of its most iconic moments of the last 40 years.
The Olympic Park’s rich history inspired us to highlight a dozen historical, cultural and sporting figures in a playful and effective manner. The integration of the “40” within the logo reflects the refined, structured and universal approach of the Olympic Park’s brand image.
The Since 1976 exhibition brings the Olympic Park brand to life within its own space. Seven thematic stations were developed along a scenic route that encouraged discovery.
The staging, projections and signage all acted as a helpful tour guide throughout the Park.
In collaboration with various partners, the Olympic Park’s new identity was also brought to life in the renovated Sports Complex facilities, with new architectural elements from the reception area to the locker rooms to the gymnasium reinforcing the graphic platform in the physical environment. Throughout the Complex, the ubiquitous linearity of the sports world was the main inspiration and driving idea behind the integration of the Park’s identity in each space. The immense Olympic basin enabled this identity to be displayed on an immense scale.
Sports structures, the track and pool lanes, and bleacher coverings are a few examples where this linearity imposes the concepts of competition, discipline and achievement on a physical space. The four brand colours were each assigned specific functions, giving them purpose beyond strictly design.
The historical aspect and retro identity of the Park inspired the creation of handmade posters. The goal of the posters was to help forge links between the public and the Park while reigniting the lost pride the city used to feel for its icon.
It took 80 vector shapes cut out of 1/16-inch-thick cardboard, four coats of paint, eight hours of drying and six hours of assembly to create the 12 posters, without the use of glue or string.
One of Montreal’s most recognizable architectural landmarks, the Olympic Park was built to host the 1976 Summer Olympics. Since its inauguration, it has welcomed more than 100 million visitors, who come to admire the city from the top of the world’s tallest sloping tower, catch an event at the Stadium, train at the Sports Complex or take part in an outdoor activity on the Esplanade. A concerted effort to revitalize the Park’s image and service offering has been underway for several years, and the new visual identity, the various advertising campaigns, the overall layout of the premises and the installation of flagship exhibitions have all served to restore the image of this legendary Montreal icon.