The Montreal Museum of Fine Arts (MMFA), a major institution in Canada’s cultural landscape, unveils a renewed visual identity designed by Montreal-based strategy and design studio Principal. Spread across five pavilions in the heart of the city, the MMFA is Quebec’s largest and Canada’s oldest art museum, with a permanent collection of nearly 47,000 works. 

Driven by the desire to become a more welcoming, inclusive, and essential cultural hub, the museum recognized the need for a refreshed visual identity, one that is more flexible, inviting, and aligned with its values