Kinship and solidarity
Julien Hébert's 1963 symbol for EXPO67
The theme of the 1967 World Exhibition (shortened and stylised to EXPO67) was ‘Man and His World'. It took place in Montréal and ran from April 27th to October 29th. The exhibition sought to depict humanity's exploration of the physical world, its drive to discover, understand and create; how individuals assimilate, organise and utilise knowledge for self-improvement; and, as social beings, seek to live in peace and harmony with fellow humans.
The theme was both intellectual and spiritual in nature, demonstrating how material wealth and human mental capacity have shaped human history and development. The exhibition would both entertain and inform, and offer national and international exhibitors an opportunity to showcase their products to millions of visitors.
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As a design challenge, it was the first time that a graphic programme of official and commercial signage had been applied in the country at such a large scale, which was said to be the equivalent of a thousand-acre city. This vast scale required the advanced planning of a modular system which would be integrated into a ‘master planning concept’. As part of this plan would be the design of an official EXPO67 symbol, with Y. M. & B Advertising Art being invited by Communications Manager Guy Beaudry to deliver initial concepts in 1963.
Continue scrolling to see Ernst Roche’s concept and understand the basic idea behind Julien Hébert’s final design. Also, discover the some of the EXPO67 pictograms designed by Harry Boller and Burton Kramer.