Bruce Mau Designs in conjunction with Studio 360 and Kurt Anderson, showcase how branding can change how a country is perceived. Branding, when done properly, can be incredibly powerful!
"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.
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"
-Bruce Mau Designs