Musée d’art contemporain de Montréal

Feb 2020

For the rebrand of the Musée d’art contemporain de Montréal, the creative team at Caserne has crafted a sophisticated visual language that leans into an aesthetic of editorial minimalism. By prioritizing the raw impact of bold, high-contrast black and white typography, the design identity mirrors the institutional gravitas of a contemporary art space while maintaining a stark, modern sensibility. The project demonstrates a masterclass in corporate branding, where the focus on materiality—seen through the interplay of crisp paper stock against industrial granite surfaces and concrete walls—creates a cohesive narrative of weight and permanence. Throughout the collateral, the use of sharp sans-serif type serves as a graphic anchor, allowing the exhibition messaging for Arthur Jafa’s work to command attention without unnecessary ornamentation. The execution relies heavily on natural light and soft light techniques to emphasize the tactile quality of the printed materials, from folded brochures to large-format outdoor posters. By integrating precise geometric layouts with the irregular, speckled textures of the museum environment, the identity achieves a balance between institutional authority and contemporary fluidity. This project serves as a compelling study in how meticulous graphic design can harmonize with architectural space, ensuring the museum’s branding remains both legible and visually evocative within its minimalist, monochromatic surroundings.

Commercial

Typography

Digital Media & Publishers, Media & Entertainment