Plural
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Formerly known as Papier, Montreal's most prominent contemporary art fair underwent a significant transformation, giving rise to Plural. Organised by the Contemporary Art Galleries Association (AGAC), the fair celebrates diverse artistic mediums, spanning from paper and sculpture to digital art and installations. The fair showcases the best contemporary art in Canada, with the 2023 edition welcoming over 45 galleries from 8 Canadian cities.
Montréal-based strategy and design firm Principal created the new identity, modulated to the rhythm of playful yet minimalist typographic compositions, keeping the spotlight on the artworks while echoing the festive nature of the fair.
Client
Association des galeries d'art contemporain (AGAC)
Year
2023
Creative Director
Bryan-K. Lamonde
Digital Creative Director
Bruno Cloutier
Art Director
Julien Hébert
Typefaces in Use
Formerly known as Papier, Montreal's most prominent contemporary art fair underwent a significant transformation, giving rise to Plural. Organised by the Contemporary Art Galleries Association (AGAC), the fair celebrates diverse artistic mediums, spanning from paper and sculpture to digital art and installations. The fair showcases the best contemporary art in Canada, with the 2023 edition welcoming over 45 galleries from 8 Canadian cities.
Montréal-based strategy and design firm Principal created the new identity, modulated to the rhythm of playful yet minimalist typographic compositions, keeping the spotlight on the artworks while echoing the festive nature of the fair.
The parentheses symbolise an open canvas, brimming with endless artistic possibilities, representing a space where artists and art enthusiasts converge. This space transcends borders and embraces the richness of creative expression. Plural facilitates an immersive experience in the vibrant tapestry of contemporary art, where every parenthesis holds the potential for awe-inspiring work.
"Plural now replaces the cherished Papier Art Fair, whose identity we crafted years ago. Divesting ourselves of Papier's recognition was challenging in Quebec's art community. Despite potential resistance to name changes in art fair branding, our emphasis on "plural" and distinctive typography have resulted in a conceptual, flexible, and fun identity. The public's positive response in the first year is encouraging!"
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