Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Logo for Canada 150 by Ariana Mari Cuvin


Noted Apr. 28, 2015 by Armin

Industry / Government Tags /


Canada 150 is an initiative by the Government of Canada to celebrate the country’s 150th anniversary in 2017. The Canada 150 logo will be featured in all Government of Canada products and events related to the 150th anniversary. The logo was designed by Ariana Cuvin, 19, a student of the University of Waterloo in Ontario, winner of the Canada 150 Logo Design Contest. Ariana was chosen from a field of over 300 eligible entries.

Design by

Ariana Mari Cuvin (Toronto, Canada)

Related links

Official announcement
The Logo Factory (good summary of the whole thing)

Relevant quote
The maple leaf is the nation's most iconic symbol, and I used subtle design choices to represent Canada and its Confederation. The base of the leaf is made up of four diamonds (diamonds are celebratory gems), with nine more expanding outwards from them, meant to represent the four provinces that formed Confederation in 1867 eventually growing to the 13 provinces and territories. The repeated shape is meant to create a sense of unity and the 13 shapes forming the leaf represents our togetherness as a country. In the coloured iterations, the center four diamonds are similar in colour. From left to right, similar colours are used in a row to show the provinces and territories that joined Canada in the same year. The multi-coloured iteration gives a feeling of diversity while the red one shows pride and unity.

Ariana Mari Cuvin

Images (opinion after)
New Logo for Canada 150 by Ariana Mari Cuvin
Logo detail.
New Logo for Canada 150 by Ariana Mari Cuvin
Color variations.
New Logo for Canada 150 by Ariana Mari Cuvin
New Logo for Canada 150 by Ariana Mari Cuvin
Announcement event.

This story goes back to December of 2013 when Canada tested some awful logos as potential candidates, then Canadian designers got upset, then professional designers jumped in with some free designs, then Canada launched a contest, then Canadians got upset again, then nobody gave a hoot about it and finally last week Canada unveiled the winning logo by a design student. And guess what? It's bad. Blessings and salutations to the young student who won and an A for effort and may her career blossom into a waterfall of maple syrup goodness but this is a terrible logo. Embarrassing, really, for something that is meant to represent 150 years of building a damn country. It's a maple leaf, which is no surprise whatsoever, and the diamond concept is valiantly acceptable but the execution is simply unacceptable at this level, for this context, and in lieu of the amazing design talent there is in Canada. Such a wasted effort.

Thanks to Rebecca Hirsekorn for the tip.

Your opinion…

On Concept


On Execution

See what else happened on Brand New each year since publication began in 2006


Share ›

Spotted Around the web

New Logo for Playtika

New Logo for Playtika
Spotted Aug. 12, 2020

Pinned Recent, Big Stories



Posted Jun. 6, 2013


Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

Many Thanks to our Advertisers

When choosing between competing products and services, please consider our advertisers, who help support Brand New.


Brand New uses Mercury Text ScreenSmart and Operator ScreenSmart from Hoefler & Co.

Webfonts by Hoefler & Co.

Join our Mailing List