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CMADQ

A new identity system that brings people together

Conservatoire de musique et d’art dramatique du Québec, Quebec’s network of conservatories for music and the dramatic arts, was celebrating its 75th anniversary and wanted a new identity system to promote and project unity among the conservatories under its banner. We developed a new logo, a rigorous grid system, and a vibrant color palette to give this prestigious institution the tools for successful visual expression.

Typography as a cornerstone of brand identity

The new logo combines a single monogram common to all conservatories with a unique descriptor for each. With this system, all nine schools are able to appropriate the word Conservatoire while being unified by a common logo. It’s a simple, bold statement that’s easily recognizable.

With the identity system, communication pieces are wallpapered with the conservatory’s city and discipline. Each conservatory has its own signature color, reaffirming the unique identity of each while adding to the range of expressive colors that are part of the conservatory network’s visual identity. Taken together, they express dynamism, rhythm, and movement through a combination of creativity and discipline.

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We also needed to come up with visual elements that would signal the network as a whole, as opposed to the individual schools. Using a similar typography, we played on the meeting of two disciplines—music and the dramatic arts—to create a background motif. This is done in black and various shades of grey, with occasional splashes of color from the conservatory palette.

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Celebrating a conservatory milestone

The Conservatory was turning 75—a milestone that needed to be celebrated within the identity system. A special badge was added to communications for 75th anniversary activities, and a special version of the conservatory network logo was used on all communications throughout their anniversary year. Finally, an out-of-home campaign celebrated the conservatory’s anniversary and new identity.

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