Rebranding Canada to Tackle International Preconceptions

As today’s Canada Day (well technically it was yesterday but they get a bank holiday today) I thought it’s make sense to look at Bruce Mau Design‘s recent rebrand of Canada.

It’s called a rebrand but in actual fact BMD viewed it more as ‘re-educating America’ than changing Canada. By simply taking away the maple leaf in the Canadian flag BMD were left with an extremely versatile but iconic system which they could apply to all aspects of Canadian culture.

Interestingly although BMD has offices in both New York and Toronto, the final design team consisted entirely from Americans as they were more willing to take a fresh look at Canada and not rely on clichés.

See it in context here found via FastCoDesign

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