Get ready to feel extra Canadian: Canada 150 marketing starts now
Our glorious homeland, strong and free, turns the ripe old age of 150 this year. An anniversary as big and as important as this gives everyone (and every brand) permission to jump on board. Starting this week, we’re entering patriotic marketing hysteria (new bank notes, free access to national parks, etc.) – are you ready?
The typeface, called “Canada 150″, was created by Canadian typeface designer Raymond Larabie (Ottawa) and the logo by Toronto artist Ariana Cuvin was selected following a nation-wide competition. From the Government of Canada website:
“The logo is composed of a series of diamonds, or “celebratory gems”, arranged in the shape of the iconic maple leaf. The four diamonds at the base represent the four original provinces that formed Confederation in 1867: Ontario, Quebec, New Brunswick and Nova Scotia. Additional diamonds extend out from the base to create nine more points—in total representing the 13 provinces and territories.
The Canada 150 logo will become an evocative symbol and an enduring reminder of one of Canada’s proudest moments. The maple leaf motif is recognized at home and abroad as distinctively Canadian, and it fosters feelings of pride, unity and celebration. This unique and colourful design is simple enough to be drawn by children, and versatile enough to appear in color variations. The possible uses of the symbol are as unlimited as the spirit and imagination of the Canadian public.”
The Canada 150 logo and typeface will be well known across the country before we hit July 1, 2017. To use them in your marketing, you must enter into a liscencing agreement with the Minister of Canadian Heritageand Official Lanuages. More than than that, we imagine you’ll have to make sure your projects/brands can be accessed by all Canadians – AKA: bilingual. From the Ministry’s website:
“Any individual, or authorized representatives of groups, organizations, companies, commercial organizations or provincial, territorial, or municipal governments, can apply to use the logo for commercial or non-commercial use.
For the purposes of applying for the use of the Canada 150 logo, ‘commercial use’ is defined as: a) the reproduction of the logo on wares offered for sale or distribution, or b) the display of the logo in association with goods or services offered for sale.
The Minister of Canadian Heritage and Official Languages will enter into a license agreement for any approved use of the Canada 150 logo that is deemed to be for commercial purposes.”