Montréal, Canada, 2021-02-08 - 

In 2017, Menkès Shooner Dagenais LeTourneux Architects embarked on a process of analysis and reflection to update its nominal and visual identity. The process led to the unequivocal observation that the firm has an impeccable reputation with its clients, partners, and collaborators and that any change of identity should be carried out as a continuation of this current status.

 

"The reputation the firm established with clients and influencers is impeccable, probably among the best in the industry. Moreover, the excellence of the reputation is nurtured by that of the partners. They are the anchor of the current success and define the recipe for the future. [...] To build on solid equity, signals continuity of values, animates pride in one's roots, and imprints renewal, it is advisable to update the visual identity platform and maintain the nominal identity. " (Translation of an excerpt from the Nominal Identity - Findings and Recommendations report, Cohesion Strategies, 2017).

 

Confirming the ethics and trust that the company's name evokes, the project evolved into a second stage that was expressed in a complete revision of the visual identity platform: the logo, the website, and even the layout of the offices occupying the 10^th and 11^th floors of 1134 Ste. Catherine West in Montreal.

 

"We wanted to express the dynamism of our firm and our team with a simplified and contemporary image while building on the excellent reputation we have forged over the years," explains Anik Shooner, Principal Architect and co-founder.

 

The nine partners shared their ideas, aspirations, and vision to guide the designers. “If we are so proud of the result today, says Yves Dagenais, Principal Architect, and co-founder, it's because we really got involved in the process altogether. " 

 

Complementing the comments of his partners, Jean-Pierre LeTourneux, Principal Architect, underlines: "We have a new image expressed through a logo, a redesign of our offices, a website, but above all, this reflective approach has led us to assert our identity and our values: excellence, team spirit, respect, commitment, and ethics. "

 

The logo

Designed by Paprika, a graphic and strategic design firm specializing in corporate communications, the new logo evokes the horizon and the emergence of architecture. Like the buildings, MSDL creates, the new logo is memorable, distinctive, and timeless.

Variations

The new graphic platform is a living expression of MSDL. Designed to facilitate its use on a multitude of media, the new graphic identity has been applied to all work and management tools, stationery, and promotional items. In short, nothing was left to chance to enable this new visual to assert itself completely.

 

The website msdl.ca

The website is the preferred destination for those who want to learn more about the firm and provides ample space for the projects for which MSDL is renowned. The numerous photos immerse internet users into the heart of the firm’s achievements in the academic, commercial, residential, corporate, educational, cultural, and health sectors. Combining simplicity and user-friendliness, the website also presents information about the firm, team, job opportunities, and numerous awards and distinctions.

 

About Menkès Shooner Dagenais LeTourneux Architects

Menkès Shooner Dagenais LeTourneux Architects has a reputation for excellence in architectural design and recognized experience in the execution of major projects. Bringing together an experienced team of 125 professionals, the firm is known for its agility in carrying out complex projects and for its vivacity in designing creative and innovative architectural responses. Convinced that architectural quality influences our lives, the firm places people at the heart of the projects it designs, aiming for the well-being, health, and quality of life of those who occupy them.

About Cohésion Stratégies

Cohesion is a boutique consultancy specializing in brand strategy. Cohesion is called in when brands are at a turning point in their market trajectory or when they require transformative thinking to consolidate their position in changing markets. They are known today for their rigor, their approach centered on the organization’s business needs, and their focus on both client and business needs. Cohesion develops brand strategies in line with the vision and business plan of the organization, regarding the brand as a key strategic lever to create added value. Successful projects include brand creation for iögo and Alexis de Portneuf; repositioning for the brands STM, Natrel, and Saputo, and the total brand rejuvenation of Canadian Blood Services. Cohesion has as management counsel for IBM Bromont and Pratt & Whitney.

About Paprika

Venturing into the unexplored. Communicating identities, creating and guiding brands. Toward the beautiful, the simple, and the right solution. A no-frills approach to get the message across with ease. From idea to final product, for Paprika, the real design is exceptional and refined. Founded in Montréal in 1991, Paprika is a graphic and strategic design agency offering specialized business communications services.

They produce functional, smart designs that propel brands into the realm of the exceptional. Whether in print, video, art publishing, or spatial or web design, their assertive designs are also tinged with emotion, making them even more appealing and effective. Their projects are designed according to the standards of the profession to stand the test of time and leave their mark both today and tomorrow. Paprika has won more than 800 national and international prizes for over 100 of its brand identity projects.

 

Production team

Project managers: Julie Morin and Claudio Nunez, associate architects

Coordination: Natacha Kotarski

Diagnosis and nominal Identity: Cohesion Strategies

Corporate identity: Paprika

Website (programming): Leeroy