Patro

Imédia was tasked with creating the brand image of the Network, its foundation, and the seven independent Patro centres: Charlesbourg, Roc-Amadour, Laval, Lévis, Villeray, Jonquière, and Ottawa. A significant challenge, as each Patro already had its own identity and was managed independently.

This extensive project had a clear objective: bring everything together under a single brand to strengthen group cohesion. The target audience of adolescents and seniors was a challenge, and the brand image needed to span generations and highlight Patro’s reputation.

The logo is the result of combining different representations of the three pillars (leisure, support, and sports), thus creating an emblem of kindness, friendliness, and openness. The typographic choice harks back to the golden age of Patro, in the heart of the 20^th century, with a timeless font, ideal for an institution of this scale. The unique illustrative universe gives the brand an accessible and playful aspect. The signature slogan we proposed encapsulates the essence of Patro through the simplicity of its message and approach: “Faire du bien. Bien le faire” (Do good. And do it well). The new image represents the enduring nature of the century-old institution shaped by a blend of past and present that gives the brand a unique identity shaped with expertise and know-how.