For its 50th anniversary, NEUF turned the spotlight on a half-century of architectural practice and adopted a brand identity tailored to the exceptional and ephemeral nature of the event. Over a 12-month period, the firm showcased its most significant projects and collaborations by means of a visual universe based on its graphic standards.

The reimagining of the logo, the production of online articles and the development of a dedicated webpage announced the variety of undertakings (including a retrospective book, university scholarships, branded items, awards and sponsorships) to the public. Internal and external communications also marked the occasion with dedicated email signatures, official document templates, social networks and specialized platforms.
The new logo reflects the firm’s graphic standards, which in turn draw inspiration from the architectural sphere. The number 50 is added to the 4 letters N-E-U-F and rendered in the firm’s two official colours: Pantone 485C red and Pantone 3125C blue. The new logo was used for a year in all the firm’s online communications and media, as well as on its promotional products. The logo represents a proud moment in the history of the organization, and the evolution of its visual identity shows traces of that history.

The book “Un demi-siècle et toujours NEUF / Half a Century of Building Storeys” comprises 600 pages of bilingual texts as well as images of the past and the future, all demonstrating the diversity of the firm’s completed projects across Canada, the Americas, in Europe and in Asia. Archives, photographs, anecdotes and interviews retrace the evolution of the organization in parallel with the development of Montreal’s built landscape.
The publication was gifted to clients and colleagues and is available from specialist bookstores. A limited-edition presentation case was produced for delivery to current and former Partners of the firm. This case is crafted from laminated cardstock. Its bright red colour contrasts with and emphasizes the book’s white cover. The entire package is personalized by the inclusion of a small metal ruler, graduated from 1 to NEUF, on which the Partner’s first name and years of seniority are engraved.

The closing ceremony of the festivities was a cocktail evening for 750 guests, held in a heritage complex which had been rehabilitated by the firm. This was the occasion of the unveiling of the book, presented in the form of a glowing sculpture built out of hundreds of hardback copies.

Primary challenges of organizing the NEUF50 campaign included:
– Maintaining cohesion across a variety of communication media (online and print, text and graphic)
– Complying with the firm’s graphic standards while simultaneously expressing the exceptional nature of the event
– Adapting format and content to the profiles of the various groups affected by the event (clients, employees, academics, building users, etc.)