Canada has an image problem in the US. When Americans think of Canada, stale and often cliché ideas come to mind; such as maple syrup, hockey, snow and lots of it. These images don’t pay homage to the intellectual, creative and social contributions that Canada makes as a country on a global scale. These clichés do not accurately depict the 21st Century Canada.
“In our redesign, we began with an assertion that Americans simply don’t understand Canada. Our view is that Canada doesn’t need a redesign; rather, Americans need to be educated.”
To that end, our new Canadian brand highlights the country’s potential,
and addresses the dynamic exchange of ideas, creativity,
natural resources and people.
To express the country’s openness, flexibility and diverse points of view,
we’ve created a visual language that leverages the two red bars on either
side of the Canadian flag. These red bars act as a container for a rich
array of viewpoints, imagery and ultimately, understanding.
[picture caption on billboard reads: peanut butter was invented in Canada]