Rebranding of the multidisciplinary design agency GSM Project. A brand built on a changing color palette and Guillon, a custom typeface from the FEEDTYPE foundry inspired by montreality and the Swiss international style.
Guillon is named in honour of designer Jacques Guillon. After designing the Cord Chair (1953), Mr. Guillon lent his initial to GSM Project, the multidisciplinary design agency he started with Morley Smith and Laurent Marquart. Right from the beginning, GSM has breathed a modernist, international life into Montreality, with notable contributions to Expo 67, the design of the Montreal Metro, and the furnishings of the head office of Alcan aluminium corporation.