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Annie Berube
Musee national des beaux-arts du Quebec

Karen Smith
Musee de la civilisation

Stephanie Drolet
Musee national des beaux-arts du Quebec

Audrey Laroche
Musee de la civilisation

Gabriel Pelletier, Louis-Andre Labadie, Catherine Lemieux

Lead Designer

Design Company

http://catherine-lemieux.com -  http://louis-andre.net - http://gabrielpelletier.com

Profile Website

https://www.behance.net/gallery/175777043/IIM-Generative-Identity

Project Website

IIM - Musee national des beaux-arts + Musee de la civilisation

Client

Design Team

Video (direct link)

At the convergence of two renowned institutions, the Musee national des beaux-arts du Quebec and the Musee de la civilisation, unfolds an unprecedented project: a museum innovation incubator named "l'Incubateur d'innovations museales". In a context where museums adapt to the expectations of an audience eager for new experiences, this collaboration aims to stimulate innovation by bringing together expertise and resources. This convergence of a society museum and an art museum, a first on an international scale, has the objective of transgressing disciplinary boundaries and exploring new approaches to mediation. At the heart of this process, the development of a tailor-made visual identity was necessary, an identity that would embody exchange, experimentation, and innovation. A unified identity that could also be easily adapted by the teams of both museums.

Co-creation workshop sessions fueled the creation process, which was customized and based on close collaboration between the different teams involved in the project. This constructive approach allowed for the integration of knowledge, realities, and perspectives of all stakeholders into the final form of the identity.

The adopted design solution is based on the acronym IIM, visually representing the two museums (Musee national des beaux-arts du Quebec and Musee de la civilisation) through the two "I's." The "M," symbolizing museum, becomes the focal point of convergence and experimentation, thus embodying the subject of innovation: the museum experience. This dynamic and ever-evolving "M" transforms and evolves in shape and content through a custom-developed generator. Composed of free particles forming controlled chaos, its modifiable content illustrates the infinite possibilities offered by the incubator and the projects it hosts. It visually represents trial, chance, and the unexpected. By exploring different parameters such as order, grid, and scale using sliders, each user of the generator can create their own version of the logo. Whether it originates from one museum or the other, they can contribute to this living identity through experimentation while respecting the essence of this shared visual vision.

Although the patterns created by the generator are infinite, they cannot be purely random. As a representation of innovation through exchange, it was crucial for them to revolve around three key visual axes translated into movements and shape mutations: collaboration, evolution, and dissemination.

Through the generator, the design of graphic elements is facilitated. Each created pattern is unique, vibrant, organic, and rich, allowing for the near-instantaneous creation of coherent visual pieces. In its simplest expression, the logo is a manifestation of this variety, a living signature that can exist in countless recognizable versions.

The generative visual identity of the Museum Innovation Incubator embodies the very essence of the project, an initiative in perpetual mutation. This visual approach showcases the innovative nature of the Incubator while symbolizing the diversity and creativity of the two museums. It was created to facilitate the unlimited adaptation of an image by the teams of both museums. Designed locally, it reflects the ability to generate new solutions, stimulate participation, and experimentation.

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Credits :

Annie Berube
Mission Officer, Special Projects
General Management
Musee national des beaux-arts du Quebec

Karen Smith
Innovation Project Manager
Development and Innovation Department
Musee de la civilisation

Stephanie Drolet
Advertising and Partnerships Manager
Digital, Communications, and Marketing Agency
Musee national des beaux-arts du Quebec

Audrey Laroche
Communication and Marketing Officer
Marketing and Sponsorship Department
Musee de la civilisation

Gabriel Pelletier
Artistic Director, Lead Graphic Designer
Co-designer of the identity

Louis-Andre Labadie
Identity Generator Creator
Co-designer of the identity

Catherine Lemieux
Project and Creative Director
Co-designer of the identity

Gold Winner in Branding for Graphic Design