“Destination Canada (formerly Canadian Tourism Commission) is Canada’s national tourism marketing organization. A federal Crown Corporation, we lead the Canadian tourism industry, alongside federal and provincial governments and private-sector partners, in marketing Canada around the world. We passionately believe that Canada is a place where travellers can create their own unique and extraordinary personal experiences. Canada’s stunning natural scenery, its vibrant cities, its geography built for memorable personal journeys and, above all, its people, are building blocks in great travel stories.”
Destination Canada, the national tourism marketing agency, has tapped into what it means to be Canadian and evolved its brand to inspire even more international travellers to visit Canada.
The tagline For Glowing Hearts, which was inspired by the national anthem, and a distinctive heart-shaped logo, rooted in the country’s bold red and white iconography, are elements of an evolved brand architecture designed to create a strong emotional connections with travellers.
Images (opinion after)
The old logo was not the most exciting thing in the world and looked too much like a boring part of the government instead of the cool, fun part of the government tasked with getting people excited about visiting Canada. Execution-wise, I guess it was fine. The new logo is certainly more visual and graphic with a large “CANADA” in the shape of a heart — an awkward, very wide heart, which, to be honest I didn't see initially. I kind of want to like its boldness and daringness but there is something unappealing about the way the letters have been modified to contort into a heart shape. It really is a valiant effort though, to do something off-kilter and expressive in an age of sameness so I have mostly positive feelings despite the relatively negative reaction to the letterforms. Obviously, no Canada logo is complete without a maple leaf and this one almost looks and works like a trademark symbol. Not much in application other than a brand booklet PDF you can download and look at the painful Separat type in action, which, yeah, is super weird. Overall, a bold and dramatic change into something much more guttural and evocative that opens the door to more engaging applications and messaging.
Thanks to David McGillivray for the tip.