Alloprof
To mark the opening of the Riopelle Pavilion, the Musée national des beaux-arts du Québec (MNBAQ) is reinventing its image to embody a powerful vision: bringing people together through art. The challenge was to transform an institution once perceived as elitist into an organic and democratic space, while establishing a strong institutional signature capable of shining alongside its exhibitions.
The concept draws inspiration from a universal gesture: the tilt of the head when contemplating a work of art. This movement of curiosity is translated into a visual identity inclined at 5°, featuring typography that blends sharp angles with fluid curves. The design expresses a duality between the formal structure of the institution and the inherent spontaneity of creation. Deeply rooted in its territory, the brand relies on a bold "MN" monogram and a color palette evoking the North and the natural beauty of the Plains of Abraham. More than a simple graphic refresh, this new identity serves as a catalyst for connection. It invites every visitor to take a second look, transforming the museum into a vibrant meeting place ready to shine on the world stage.
