Maison de la Culture Maisonneuve

Located in Montreal’s working-class district of Hochelaga-Maisonneuve, MCM is one of Montreal’s leading and most progressive cultural centres. In efforts to reach a wider and younger audience, the Centre retained Monarque to create a dynamic visual identity.


The Maison de la Culture Maisonneuve (MCM) seeks to provide all residents with access to a rich array of cultural events — from performances and conferences to lectures, exhibits, and workshops. The MCM Board of Directors is noted for its vision, dedicating substantial resources to emerging artists, and actively attracting new audiences.


The main challenge was to create a dynamic, fun and unique identity while working within the constraints of a limited budget. We began by researching other players in the cultural sector and discovered a sharp divide: organizations adopt a safe and generic visual approach. Or, by attempting to innovate, produce a solution with a short shelf life. We aimed to reconcile these extremes.


We created a dynamic, modular identity for MCM that’s versatile enough for both corporate and playful applications. The primary colour palette, coupled with basic geometrical shapes, suggests a child’s game or tangram puzzle.


The playfulness contributes visual respite to a neighborhood that has significant economic and social challenges. The audience now perceives the new identity as a forward-thinking institution and champion of contemporary art.