bruce mau design: redesigning canada for the 21st century

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

monument

press podium promotional material smartphone app

‘know canada’ video