Werklund Centre
Performing Arts Centre & Galleries in Calgary
Client
Werklund Centre
Year
2025
Description
Arts Commons becomes Werklund Centre, marking a new chapter for one of downtown Calgary’s major cultural destinations. Conceived as an open, participatory and constantly evolving performing arts centre, the project set out with a clear ambition: to reflect Canada’s cultural diversity while positioning Calgary on the international arts scene.
The challenge was to translate this evolving vision into an identity system capable of embracing a wide range of disciplines, audiences and experiences, while expressing the physical and architectural presence of the place itself.
Credits
Architecture
KPMB Architects
3D and CGI
Alexis Quesnel
Case Study Photography
Vincent Castonguay
Motion Design
Charles Desmarais
Description
The identity is built around a symbol directly inspired by the geometry of the building, translating its architectural curves into a distinctive graphic form. More than a simple marker, the symbol acts as an extension of the architecture itself, working independently or in dialogue with the custom wordmark.
Conceived as a system rather than a static logo, the symbol is used in unexpected ways throughout the visual platform. It frames, reveals and activates content, creating a flexible graphic language that reflects the centre’s multidisciplinary nature.
Photography plays a central role in the identity, showcasing the diversity of artistic practices and communities that bring the space to life. Together, these elements form a flexible visual system designed to speak to Werklund Centre’s many audiences, from local visitors and philanthropists to the international cultural community.
The result is an architectural, evolving and performative identity. A brand that goes beyond representing a place to become a visual device capable of evolving alongside a cultural centre in constant transformation.
