bruce mau design: redesigning canada for the 21st century
jul 09, 2012
bruce mau design: redesigning canada for the 21st century

‘redesigning canada for the 21st century’ by bruce mau design

to most people, canada is known primarily for its maple syrup, beavers and hockey. however, like any stereotype, these images fail to represent the 21st
century cultural importance of the country. canadian innovation studio bruce mau design (BMD) in collaboration with the arts and culture radio program studio 360 with
kurt andersen
has redesigned the brand to celebrate and accurately depict the country in the 21st century. modern icons such as justin bieber, the blackberry phone,
and socialized health care, alongside scenic panoramas and portraits, are utilized in a campaign that aims to re-contextualize a country whose reputation is foremost
of lumberjacks and igloos.

by utilizing the the canadian flag and its two red stripes as a frame to be filled, the branding campaign showcases the country’s influential imagery
and landscapes, creating a new identity free of its traditional clichés. billboards, a passport stamp, conference backdrops, and posters
are just a few of the many media in which the project collaborators envision canada’s redesign to be expressed.

campaign render in times square

campaign context

passport stamp


press podium

promotional material

smartphone app

‘know canada’ video

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