The Montréal Signs Project (MSP), led by Dr. Matt Soar at Concordia University’s Department of Communication Studies, preserves Montreal’s iconic signs and the memories they evoke. Since 2010, this initiative has been rescuing and showcasing vintage commercial and civic signs—from beloved landmarks like Fairmount Bagel and Club Sandwich to STM logos and Mirabel Airport displays. Housed primarily on Concordia’s Loyola campus, the MSP invites visitors to immerse themselves in Montreal’s cultural past, connecting them to stories of migration, neighborhood changes, and the unsung artisans behind these everyday artifacts.
The MSP combats the loss of Montreal’s visual heritage by preserving pieces that would otherwise be scrapped. The collection captures a nostalgia that resonates widely; each sign sparks memories, linking visitors back to childhood haunts, student escapades, and cherished local spots.
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