The Montreal Auto Show redesigned its logo to promote a new visual identity meant to meet the demands of modern digital formats and to celebrate the automotive industry’s evolution.
In a news release, they said the new tagline: “We only exist when we move forward,” symbolizes this evolution and reflects the show’s spirit and the essence of automobiles. Denis Dessureault, Executive Vice-President of the Montreal Auto Show, described the logo as “much more than just a brand image.”
“It’s the embodiment of our vision for the future of the Montreal Auto Show,” he said in a statement. “This redesign symbolizes a pivotal moment in our evolution, reflecting our unwavering commitment to remaining at the forefront of the industry and fostering collaboration among all its stakeholders, regardless of the powertrains driving our vehicles.”
The show’s new visual identity is the result of an analysis based on surveys, creative workshops, and focus groups with industry stakeholders. Consultations were conducted with OEMs, dealers, current show visitors, and the general public. (According to one survey, 91 per cent of the general public is aware of the Montreal Auto Show.)
Catherine Lachance, Creative Director at Récréation — the agency responsible for the new logo — the visual elements, including lines and geometric shapes, “represent speed, progress, and automotive passion.”
As for the show itself, Luis Pereira, Executive Director of the Montreal Auto Show, said this year marks the 80th edition of the event. “Our objective is to bring together the entire automotive industry in a single event that represents the full breadth of the sector, with a distinctive logo and a common vision,” he said.