Comment

Established as a professional association for the advertising industry in Québec City, Le Club de la Publicité du Québec Inc. (formerly Club Vente-Publicité) brought together local advertising professionals at a time when the province’s creative and commercial industries were undergoing considerable change.

This identity was designed in 1974 by Patrick Dugast while working at Pierre Tremblay Publicité Inc. in Québec City. A graduate of the College of Graphic and Advertising Arts in Paris, Dugast had previously collaborated on point-of-sale advertising for Procter & Gamble and Helena Rubinstein before moving to Québec in 1968.

The mark is a particularly clever piece of graphic design, incorporating the initials C and P into the negative space of a stylized rooster. The letterforms and figure are integrated into a single, compact symbol, creating an engaging visual reference to the club’s identity. An economical and memorable solution, demonstrating how a simple graphic idea can carry multiple layers of meaning.

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