“lg2 has been a priceless and patient partner since the beginning of this great adventure, always there when needed. A flagship cultural venue at the city’s centre, the performance space brilliantly does justice to the diverse productions that will be shown there.”
Robert Lepage, an multidiscplinary renowned international artist, needs no introduction. The stage director and playwright is himself a living brand. In addition to bringing his own theatre company to the global stage, he dreamed of opening a performance venue at the heart of his hometown of Quebec City. The visual identity had to perfectly reflect the project’s scale as well as its name: Le Diamant (or “The Diamond”).
With its name evoking strength, Le Diamant casts a distinct light from other venues. The space, in a renovated heritage building in the heart of Old Quebec, needed an equally strong identity accompanied by a complete brand platform to herald the opening of this gem on Quebec’s cultural scene.
The institutional platform was designed to reflect the cultural institution’s standing both locally and internationally. Rare and precious, Le Diamant inspired a brilliant brand.
The sober identity, which features a dance between light and darkness, comes to life on different fragments of the brand’s assets. Always positioned in a dynamic way, the logo transforms and folds in on itself. These multiple fragmentations recall the sides of a cut diamond.
Its symbol, inspired by the building’s architectural lines, is a graphic representation of a diamond as seen from above. A true cultural gem, Le Diamant serves as a befitting home for Robert Lepage’s creative soul.
A signage program was developed based on the symbol’s structure, recalling a diamond from above and echoing the building’s architectural lines. The platform’s heterogeneous aspect harmonizes nicely with the building’s interior architecture.
The program’s platform communicates the audacity and exclusivity of this unique performance venue, located in the city’s heart.
The design of the pieces imagined by lg2 is enhanced by the movement of an iridescent light that inhabits and highlights its multiple sides, a nod to the diversity of the venue’s programming and architecture.
The design evokes a diamond as well as the cut rock underneath the venue’s foundations, reflecting the diversity of the program’s lineup. When the lights lower on a play, the light passes through the diamond and splits into a prismatic display of colour.
A unique performance venue, Le Diamant is dedicated to presenting the best of national and international contemporary theatrical productions. The venue, with its geometrical range and intimate setting, will attract cutting-edge productions, premieres and major events. Acting as a window to the surrounding community and set in the city’s historical centre, Le Diamant acts as a reference point for the public, artists, tomorrow’s talents and creators from all fields.