For decades, Les Francos de Montréal has been a summer fixture for thousands of festivalgoers. More than just a party in the heart of the city, the festival showcases the music and cultural vitality of the French-speaking world. LG2 used the festival’s name, which captures its distinct character, as a foundation for the brand’s new graphic language and design system. Each letter was drawn in a colour inspired by the spring season, using contrast to create a unique logotype that communicates the festival’s lively spirit.
During the festival, the physical brand identity transcended traditional architectural elements and created an immersive visual experience through a fusion of graphic and spatial designs. Les Francos is above all a music festival, so everything, from communications to building façades, was designed to embrace the rhythm and movement of festivalgoers. The versatile design system means the letters can be easily adapted to each edition of the festival at every touchpoint
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