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New Logo and Identity for Tourisme Montréal by lg2boutique



Noted Mar. 18, 2015 by Armin

Industry / Destinations Tags /


Tourisme Montréal is a private, non-profit organization, founded in 1919 and incorporated in 1924. It comprises more than 750 members and partners from Montréal’s tourism industry, who share the common goal of promoting the city as a premier travel destination to non-local markets.”

Design by

lg2boutique (Montréal)

Related links

Tourisme Montréal press release

Relevant quote
Tourisme Montréal has just unveiled a new brand image to express Montréal's identity as a creative, energetic and dynamic city that's always on the cutting-edge of new discoveries and experiences. Though deeply rooted in almost 375 years of history, Montréal is a city that is eternally young at heart, and is constantly reinventing itself. Tourisme Montréal sought to develop an image that would reflect the character of contemporary Montréal as a hotbed of creativity, a magnet for world-class talent, a breeding ground for new happenings, and an incubator for exciting, innovative ideas.

Tourisme Montréal press release

Images (opinion after)
New Logo and Identity for Tourisme Montréal by lg2boutique
Logo variations.
New Logo and Identity for Tourisme Montréal by lg2boutique
Photographic accents.
New logo presentation. A few applications shown.

The old logo… if it were any cheesier it would be fondue. Glad to see it go. The new logo cleverly highlights the accent in the city's name and turns it into the focus of the new logo. I really, really wish the wordmark wasn't unicase — I hate unicase (but even if I didn't have a passionate disdain for unicase, I don't see what's the relevance of it here) — because it's a smart system and the flexibility it has to work as "Tourisme Montréal" or "Montréal" or "MTL" is pretty good. The photo accents are a cool idea too.

Thanks to Francis Auger for the tip.

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