Canadian Race Relations Foundation (CRRF) is Canada’s primary agency dedicated to the elimination of racism and all forms of racial discrimination, and a leading voice in Canada’s fight against racism through knowledge-sharing and community support networks.
Nearly 30 years following its creation in 1996, CRRF saw the opportunity to enhance their public image with a brand refresh. This work included a complete reimagining of their previous brand identity, with a renewed focus on inclusivity and respect. The result is a cohesive brand system that authentically reflects Canada’s diversity.
Initially, CRRF sought to refresh its logo while retaining core features, including the Japanese maple leaf icon—a nod to the organization’s origins as a support network for Japanese internment survivors. However, our research revealed that the maple leaf symbol had taken on complex and often negative connotations for many racialized communities, representing colonialism and exclusion. It became clear that a simple refresh was insufficient.
Backed by comprehensive research, we recommended moving away from the maple leaf to adopt a more distinctive and inclusive identity. After careful consideration, CRRF embraced this pivotal change, recognizing it as essential for their future.
The decision to move beyond the maple leaf allowed us to explore new ways of expressing Canadian identity. Drawing inspiration from iconic Canadian brands of the 1960s and 70s. Beyond the maple leaf, Canada’s identity is rooted in values like equality, progress, and unity in diversity. Our goal was to embody these principles in CRRF’s new brand.
We developed a brand system inspired by messaging that CRRF was already using — they routinely referred to connection, and organizing as “the fabric of society.” As a result, we created a logo that resembles woven fabric. Intersecting lines symbolize connection, intersectionality, and collaboration. Complementing the logo, we developed patterns and messaging to reinforce the brand’s narrative of unity and progress, ensuring CRRF is well-positioned to continue its vital work into the future.
