Identity Designed is a showcase of brand identity projects from around the world.

Mont des Arts

Contributed by Fabian Jean Villanueva of Base Design.

Mont des Arts brand identity

Mont des Arts/Kuntsberg is an area in Brussels that houses more than twenty museums and cultural institutions. The members of the Mont des Arts needed a common identity, a unifying factor to promote and mark off the neighbourhood. Base designed the quarter’s identity and created a communication strategy to revalue the area and attract a more diverse public.

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

The chosen typeface references classic sans serifs but remains thoroughly modern. It is a strong but friendly font with a large range of weights.

Mont des Arts brand identity

Base produced a map showing all cultural institutions in the area. As a link between up- and downtown, the map had to stimulate people-circulation in the area. Its reading was made easier with the use of different colours so people can quickly and simlpy vizualise each institution.

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Multiplying the colours within the logo will result in a large and dynamic palette.

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

The graphic system for all applications will therefore be based on the same grid.

Mont des Arts brand identity

Mont des Arts brand identity

The square grid will allow us to insert square text frames.

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

The communication will be built around one strong line that signifies the strengths of Mont des Arts/Kuntsberg in a clear and direct way.

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

Mont des Arts brand identity

View more brand identity work on the Base Design website.

15 appreciated remarks about “Mont des Arts”

  1. I enjoy the mark but wish the mock ups were better.

  2. It’s interesting how the “M” is turned upside down but nevertheless we still read it as an “M” so the mountain meaning is preserved. This project is good and well done, makes me want to go there; but the mock ups do need to be improved.

  3. I get the graphic elements of the ‘M’, the ‘K’ and the mountain – and I like them a lot – but I feel a bit sorry for the arrow, as it seems to have been forgotten a little bit. I expected to see it being used as an element on the maps, or on the website. Not as overkill, but as a nice little unifying touch. The arrows being used at present look pretty generic.

    Regarding the mark itself, my first impression was that I’ve seen it before, yet it doesn’t actually leave a distinct impression on me. At the same time, I like it, so I’m not sure what that means. I think it looks lovely on its own on the long sleeve t-shirt, on the business cards, and in the shop windows, but too much when repeated in lots of different sizes on those signs. It looks great with the logo and logotype together.

    The mock-up website looks very nice. The real one is, well, not as nice. They should follow the agency’s ideas on that, definitely. I’d also change the favicon so that the top part of the logo is transparent, rather than white – it just looks like a square as it is, rather than an ‘M’. The copy also needs tidying up to catch spelling errors and sentences like “[i]ts reading was made easier different colours so people would quickly and simlpy vizualise each institution.”

    Some of the colours are great. Others are…brown.

  4. I appreciate you catching that one, Richard.

    A usability question that’s a bit off-topic: When you leave a comment and the page refreshes, are you left looking at the very top of the page, or are you at the position of your comment? I get left at the top of the page — not ideal because then I need to scroll to the bottom to see if my comment appeared. If that’s what you get, too, I’ll want to fix it.

  5. Mockups, they need to be improved a lot, but I like the project.

    @Gilmar: sorry, where do you see the upside down M?

    @Richard: probably the use of geometric shapes — the M made with two triangles, for instance — reminds you of something else. I understand. And agree. But I like the project on the whole.

  6. I also get the sense that I have seen this somewhere before but can’t put my finger on it. All being said I like the mark just too many color applications in my opinion.

  7. Hi David, just left that comment and after refreshing I’m left at the position of my comment, might just be a glitch your end.

  8. Good to know. Thanks, Adam.

  9. At first sight, the two-squares-as-base-structure rule is clearly not followed in the business cards and banners applications…

    … Then it just becomes evident that the rule isn’t really followed that much.

  10. The black and white versions make much more sense to me. You can read the M and K a lot better, and you still have the mountains and arrow silhouettes. Not fond of the randomly sized and positioned grid logos, it kinda makes it lose its power.

  11. The mark is in the same space as that of Woodmere art museum or Maison Theatre that you showcased on your site David (http://www.davidairey.com/one-show-logo-design-2009), at least, the triangles and the overlap look the same. I love the ‘K’ though.

  12. @Nishchal The Maison Theatre logo is also basically the same concept as a logo I’ve seem for a nightclub in Dublin though I looked for it online and their website has weird, tacky mixture of logos and typefaces not including the one I was looking for.

  13. Enjoyed looking at this and the various possibilities for it’s use :)

    It’s simple and strong and should stand the test of time well I feel.

  14. (Un)fortunately similar ideas happen all the time. Logo @ Multipraktik (established 2007) http://www.multipraktik.com / Multipraktik is a multi-disciplinary production studio motivated by the pursuit of new practices in design, video production, music, photography, events and art.

  15. Always the risk with ‘simple’ symbols in identity design. The chance that someone else has done it already is extremely high.

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