“LG2’s attentiveness, creativity and ability to grasp our needs allowed us to go further, faster and really take it to the next level. This new image has already had a big impact.”
Vincent Croteau
Director of Branding and Creative Services, L'Équipe Spectra
For decades, Les Francos de Montréal has been a summer fixture for thousands of festivalgoers. More than just a party in the heart of the city, the festival showcases the music and cultural vitality of the French-speaking world.
To capture the vibe of this major local event, LG2 designed a timeless visual and experiential signature capable of forging an emotional connection with the public. In addition to highlighting the festival as a celebration of the French language, the signature underscores its place as a key moment of the year for connecting with others, discovering emerging francophone artists and kicking off the summer in the city’s downtown.
Embracing French culture to the letter
Familiar to all Montrealers, the name Francos has become synonymous with festivity and culture. LG2 used the name, which captures the festival’s distinct character, as a foundation for the brand’s new graphic language and design system. Each letter was drawn in a colour inspired by the spring season, using contrast to create a unique logotype that communicates the festival’s lively spirit. The editorial and typographic approach covers a rich lexical field, leaving plenty of room to celebrate the French language and its most iconic figures.
Building on the richness of language
During the festival, the physical brand identity transcended traditional architectural elements and created an immersive visual experience through a fusion of graphic and spatial designs. Oversized letters were arranged in a striking way throughout the site, and installations played with buildings’ features to enhance the event’s street aesthetic. Day and night, the interplay of colour, light and scale energized the space. Les Francos is above all a music festival, so everything, from communications to building façades, was designed to embrace the rhythm and movement of festivalgoers. The versatile design system means the letters can be easily adapted to each edition of the festival at every touchpoint.
Client
Since its founding in 1977, L’Équipe Spectra has contributed to developing and raising the profile of Montreal’s cultural scene on both the national and international level. Its array of productions and events include the Festival International de Jazz de Montréal, Les Francos de Montréal, MONTRÉAL EN LUMIÈRE, a rich variety of high-quality stage productions, a daring disc label, a one-of-a-kind cultural complex called the Maison du Festival, a dynamic artists’ agency, three renowned concert halls and a complete service for organizing corporate events and cultural sponsorship
