Bruce Mau Design rebrands Canada

Bruce Mau Design (BMD) was approached by radio program Studio 360 with Kurt Andersen in the US to take part in its series called Redesigns.

“At the suggestion of a listener in Saskatoon, Saskatchewan, Studio 360 put the focus on redesigning Canada. But the ‘design exercise’ is not really about changing Canada, said Alexis Green, marketing and PR manager at BMD, as much as it’s about changing America’s view of Canada.”

Quoted from Design Edge Canada.

Canada rebrand by Bruce Mau Design

Canada rebrand by Bruce Mau Design

Canada rebrand by Bruce Mau Design

“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.”

Quoted from the BMD website.

Watch the video on YouTube.

Visit the associated website: Know Canada.

View the full design presentation (PDF).

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