Bryan-K. Lamonde
Creative Director
In their own words
We kept returning to a simple yet demanding premise: good design should be accessible to everyone, without sacrificing its depth or value.
Instead, we took the opposite approach, building long-term recognition around the wordmark itself.
The wordmark needed to command the top of the page and remain legible on a crowded newsstand rack.
There were four different typefaces in use and no real design framework holding things together.
The talents they represent are vibrant, colourful, intense and dynamic. We wanted to amplify this intensity and make it bold, proud and powerful.
Being in Montreal feels a bit like being in Europe within North America.
With our extensive experience working with clients in contemporary art, we’ve learned the value of stepping back and adopting a quieter stance.
The notion of language quickly took on profound meaning in this project.
At Principal, we often say that typography serves as a brand’s voice, conveying its narrative.
Those lines became the foundation of the graphic system, creating space for exploration and structuring layouts in a distinct way.
Articles & interviews5
- Cat Litter Packaging Solves Heavy, Dusty, Messy Design Challenges
Montreal studio Principal redesigned the identity, editorial system and website for Ligne, an independent Quebec design and architecture magazine seeking a wider readership. The redesign centres on a geometric wordmark, FT Habit and Successor typefaces, flexible grids and a broad spring-like colour palette that makes the publication more approachable while retaining professional authority.
- "Principal Rebrands Montreal Museum of Fine Arts with Simplified Approach"
Canadian design studio Principal has rebranded the Montreal Museum of Fine Arts with a refined, minimalist identity that retains the museum’s iconic ‘M’ while introducing a transparent, adaptive logo system. The rebrand also features a custom typeface, Habitus MBAM, designed by Julien Hébert to unify the museum’s visual voice. The new identity emphasizes flexibility, clarity, and cultural nuance, aligning with the museum’s inclusive and forward-thinking mission.
- Principal Rebrands L'Éloi With Bold Identity and Cinematic Website