bruce mau design: redesigning canada for the 21st century
bruce mau design: redesigning canada for the 21st century 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
  • brilliant

    dbkii says:
  • rather underwhelming.
    best part is the passport stamp.
    i happen to like Ben Hulse\’s branding of the Canadian Olympic Team better:
    [url=] check it out on FastCoDesign [/url]

    Jess. says:
  • ridiculous. A country grows by its actual deeds, not by “re-branding”. And the design team was American…should have been Canadian. Now we have a lame campaign of what some Americans think Canada should be “sold” as. Big red boxes. Big deal.

    S. McD. says:
  • Totally agree with S. McD above.
    This is a waste of the incredible talent at BMD.

    How about this for a project brief:
    How can you mobilize Canadians to connect more with each other, imagine and build a better country, solve some major issues, reconcile past wrongs, find ways forward to collaborate, be a model of a “nation of nations”?
    What is the next phase of multiculturalism?
    How do we get fresh water and education to every single Canadian?

    The redefinition of Canada internationally would be but one OUTCOME of answering those questions, not because a clever ad campaign told others how to think of us.


    jci says:
  • hello Bruce Mau is Canadian and he’s based in Toronto!

    jenny says:

    Austria will surely be thankful for your genious campaign

    kace says:
  • this is terrible

    Lauren Livingston says:
  • brilliant. blissful.

    Anna says:
  • Yes I agree, branding of the Canadian Olympic team is far superb.

    A picture of Peanut butter, Pamela Anderson’s breasts or a paparazzi photo of Ryan gosling does little to inspire me.

    Max Imo says:
  • I feel like the red blocks are censoring something in every image. That was my very first thought.

    thejoshhoward says:
  • eh?

    la la la la la la la ... says:

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