The Brand Identity

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DesHorizons-Caserne-1 DesHorizons-Caserne-5 DesHorizons-Caserne-4 DesHorizons-Caserne-2 DesHorizons-Caserne-3 DesHorizons-Caserne-6

Caserne work with MAC Montreal to both brand its exhibition and announce its temporary closure

On show between February 10th and June 27th 2021 at the Musée d’art Contemporain de Montréal, Des horizons d’attente was an exhibition reflecting on the political, social and environmental issues of the 21st century. During a time with such uncertainty at play due to the pandemic and a host of other matters around the world, the museum acquired work from 21 artists to fulfil their concept; building a diverse collection that allowed attendees to take a break from their fast-paced lives and reflect on what it means to live today.

Approached with somewhat of a double brief to brand the exhibition and at the same time announce the temporary closure of the museum for refurbishment, Montreal-based studio Caserne chose to apply a singular visual concept based around simple typography and contrasting colour.

“We wanted to use something fairly neutral to not drown out the images from the exhibition,” Creative Director Léo Breton-Allaire explains; an approach that led them to Dinamo’s popular sans serif Favorit as the only typeface of choice. The typeface’s linear forms also provided the perfect match for their overarching concept – a simplistic horizontal divide inspired by the exhibition’s name that splits each poster into two parts.

The divide is emphasised by the use of contrasting tones of pink and green, as well as yellow as a subtle nod to sunlight peeking over the horizon. “It was also important for us to infuse something positive into the message of the temporary closure,” Breton-Allaire tells us, adding that they were aiming to “inspire and stimulate the idea of change and transformation at the iconic museum.”

Typeface: Favorit by Dinamo
Photography: Thanh Pham

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