MSDL Architects is an Architecture firm founded in 1994 in Montreal, Quebec, Canada. Their mission is centered around the importance of the architectural quality of the environment around us, as they believe that the user should always be the main focus of every project. MSDL also prioritizes sustainable development in their project as they specialize in infrastructures that can last through time while having the smallest possible impact on our environment. Their commitment to sustainability is made possible by their focus on the future and their incorporation of leading-edge technologies in their projects. They asked Paprika to rejuvenate their brand identity in order to have an image that reflects the true essence of their work. MSDL is a firm that does major projects that truly contributes to shaping the cityscape. Because of that, our main goal was to create an identity that would embody the trust and the reliability that the name of the firm already represents. The main ask of MSDL was for Paprika to refine their identity in a way that would express dynamism, modernity, and simplicity. Even if the project is a rebrand, we wanted the new identity to keep some of the distinctive aspects that were already present in the image of MSDL, like the color red for example. Red has been the main color of the firm since its creation in 1994, and so keeping it meant for us preserving an important component of the rich path that made MSDL what it is today. We wanted the project to be timeless, memorable, and unique in order for it to reflect the projects of the firm, but also to be recognizable for the worldwide audience that MSDL aspires to reach. The result is an identity that has not only rejuvenated the image of the firm but the firm itself, as they also completely renovated their offices and asked us to redesign their website. The new logo and identity do not only reflect the excellence of MSDL in their field, but they also express the horizon and the emergence of new architectures