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Visual Identification and Promotional Signature

The Visual Identification Definition

The Riviere-du-Loup visual identification is composed of two very distinct elements: a supple and fluid wave, and a set of rectangles. The two harmonize tremendously to create a dynamic whole.


So, two elements can be distinguished that aptly describe the town; the wave that represents the importance of water in Riviere-du-Loup's landscape and the constructed side makes reference to the urbanization of the town.


The wave also evokes the presence of the picturesque and welcoming nature that blends in elegantly with the second part, a symbol of history, heritage and architecture.


Moreover, the notion of "carrefour", or crossroads, that describes the City of Riviere-du-Loup is expressed by the presence of the white in the middle of the graphic signature. In fact, the wave and the two divisions represent, respectively, the river and the highways that meet in Riviere-du-Loup.


The three triangles thus formed represent the three parishes, as well as the three legends that would have inspired the name of the town (see below).


The chosen colour, a mix of green and gray, attempts to show the concern for balance between the natural and the urban that exists in Riviere-du-Loup. In fact, this aspect of the logo reminds us of the primary characteristic of Riviere-du-Loup: a magnificent town within enchanting surroundings, a unique town near large markets where it is pleasant to live, work, study, develop, invest, build...


Riviere-du-Loup is a town of the future!

Riviere-du-Loup: One name, three legends

The toponym "Riviere-du-Loup" is explained with three legends:

  • A French ship called "Le Loup" (The Wolf) would have been forced to hibernate at the river's mouth, around 1660.

  • It is at this place that a meeting between Champlain and an Amerindian tribe called the "Mahigans" (The Wolves) would have taken place.

  • The most probable of the three comes from the presence of sea lions (loups marins) at the mouth of the river.

Promotional Signature  

The new positioning of the City of Riviere-du-Loup bears a triple message. First, it suggests a vision of a town taken from its cultural identity in the broadest sense. It also suggests an invitation to discover thistown's culture, this territory of belonging, this space of life and meaning. Finally, the positioning expresses a collective involvement in the cultural assertion and the celebration of the heritage as a lever for development.


The visual shows the design of the city hall bell-tower, wrapped in a blue ribbon. The blown-up view of the bell-tower, widening upwards, represents the opening, which is translated into the concrete by the presence of many architectural movements in Riviere-du-Loup. As for the blue ribbon, it surrounds the bell-tower, a bit like the river that flows through the city, widening to reach the seaway. It may also represent a musical stave, a faithful reflection of a culture as diversified as it is lively.


The arrangement of the ribbon symbolically evokes the landscape of a town that spreads on many levels. The slogan "An open-sky culture" does not only refer to the heritage built and the beauty of our landscapes, but to the fact that in Riviere-du-Loup, most of the cultural events take place outdoors.