The Canada Council for the Arts is Canada’s public arts funder, with a purpose to support and promote the creation, study, and enjoyment of the arts in Canada. The purpose of the new design for the Council is to reflect a more approachable, warm, and humanized identity, while keeping intact their professional, transparent, and capable public image.
The creative strategy for the new identity is to balance the Council' professionalism and creativity through a contrast of structured and fluid forms. The organic feel of the logo’s fluid shapes gives it an atmosphere reminiscent to Aboriginal art, which the CCA highly respects and supports. The contrast of organic and structured forms within the symbol reflect the creative, community-minded nature of the CCA, but also their professionalism and dependability as a funder of Canadian art. For the word mark, Helvetica Now was used to create a custom typeface which imitates the structure of the symbol with greater weight contrast and off-centre, tilted axes.
For the identity's typography, the Helvetica Now family and its variations for Display, Text, and Micro is simple, structured, and clear to communicate transparently and effectively, which reflects the Council’s positioning. The fluid elements contrast with the no-nonsense typography with creative graphics that feel like the logo in form but expand the identity through dynamic visuals. They are versatile, indicate movement, and can be remixed in a variety of ways to keep the identity fresh yet uniform.
The corporate identity manual is a 68 page 10"x14" document that outlines the proper use of the brand. It explains thoroughly how the identity should be applied to corporate documents, communications, advertising, digital spaces, environmental spaces and even has its own set of data visualization styles.