The “Canada” Wordmark
May 1st, 2006
The “Canada” wordmark is one of the most widely recognized symbols of Canada, perhaps second only to the flag. Originally designed for the Canadian Government Travel Bureau to promote travel to Canada, the design was adopted as the global identifier of the Government of Canada in 1980; the centerpiece of the federal identity program, established to create a common look for the federal government. Utilizing tactics previously reserved for business, this is one of the first applications of identity branding by any government. The design was sound enough that it’s still being used today.
- Todd Falkowsky and Michael Erdmann
Entry Filed under: Best of the CDR,Brand,Logo,Symbols
12 Comments Add your own
1. Greg | May 1st, 2006 at 16:34
Designed in 1965 and still relevant. That is the sign that it is/was “good” design- it transcends time. To me that logo still appears that it was designed yesterday! Great post.
-Greg Ball
2. Eve | June 7th, 2006 at 19:12
Anyone know what font that is?
3. Daorcey Le Bray | June 23rd, 2006 at 09:41
It’s a variation on Baskerville, according to Wikipedia (http://en.wikipedia.org/wiki/Federal_Identity_Program). I’m in love with this wordmark. Classic.
4. Patrick Donoahue | April 23rd, 2008 at 09:12
I just spoke with the real creator of the Canada Wordmark. His name is Jim Donoahue. He’s my uncle. Ralph Tibbles did not create it. I hope this is corrected.
Jim can be contacted through his website.
http://www.donoahuedesign.ca
Patrick
5. admin | April 23rd, 2008 at 10:37
Hi Patrick,
As I mentioned in my earlier email to Jim (before you posted this comment), I noticed that both Ralph Tibbles and your uncle claim credit for this design. We’d love to clear this up and make sure that the design is credited properly, but since both men are well respected designers and both worked at McLaren in the sixties, it’s not clear cut. More info would be great! I look forward to a response to my email.
Best,
Michael Erdmann
6. admin | April 24th, 2008 at 18:05
According to Grant Johnson,
Senior Advisor | Corporate Identity and Communications Policy | Strategic Policy and Communications| Treasury Board of Canada, Secretariat:
I’ve amended the post to reflect this.
-ME
7. admin | April 24th, 2008 at 18:15
Jim tells me, “The Canadian Government paid me the magnanimous sum of $2.00 for the unconditional release of my rights to the logo.”
… money well spent!
-ME
8. The CANADIAN DESIGN RESOU&hellip | May 1st, 2008 at 10:16
[...] in the Resource, we’ve collected some nice examples of government-sponsored modernism (see the “Canada” wordmark, Canadian flag, Government signage, Parks Canada logo, Canada Post, etc.), but here is an effective [...]
9. Keith Branscombe | December 3rd, 2008 at 10:37
I worked at McLaren when Ralph T. was there, I’m to hear Jim Donahue is credited. Not to say that J.D. could not have done it, his talents are legendary. At McLaren were all in varying degrees, mentored by the great Alan Fleming. I designed a number of posters for Can. Govt. Travel and using “ATF Baskerville” a foundry typeface that we all thought the epitome of typographic cool, and as Al loved it, we all did!
Thinking back, the ATF Baskervile typeface was the “Mateuse Rosé” of Typefaces at the time. Oh so sweet, and bland!
Quite aside, I sure wish I had designed a logo that travels in outer space, but I have a quibble with its maker, be it Tibbles, or Donahue. The flag looks cramped—too jammed in, it sits like an adult in a child’s chair, our poor flag needs room to breath.
But it stands up well, and I hope it continues, unlike the present dreadfu re-hash of the iconic Ont Govt Trillium mark! But speaking of iconic, in the 1970s I designed a masthead for the New York Post, & aside from slanting the lettering the paper has been faithful to the original.
10. greg cunneyworth | December 9th, 2008 at 14:57
i have always believed that Jim Donoahue has done the design. that seems to be the popular name that continues to pop up everywhere and has been officially credited on his website. Though I noticed in the book “iconica: A field Guide to Canada’s Brandscape” by Jeannette Hanna // Alan Middleton that the authors have singularly credited Grant Johnson. According to the post above, it sounds like Grant Johnson himself has given credit to Donoahue, though I cant understand why the author of iconica has given such a strong credit to the wrong person. This book was published in 2008 and by no means should have given Johnson the credit. Its unfortunate that more research wasn’t done prior to publishing the book. The Canadian Design Resource was even credited as a source for the book. Apparently they ignored this particular post.
11. greg cunneyworth | December 12th, 2008 at 12:35
Just as a follow up and to amend the previous post, the book “iconica” does mention later, a few pages after, that the Canada wordmark was “developed” by Jimi Donoahue. Though this is confusing as Grant Johnson is featured on the main page next to the logo and is somewhat deceiving.
The book does quote later in in the book, which makes me happy, the following:
“The “Canada” wordmark had its origins as a “place brand.” It was developed by Jim Donoahue, in 1965 as part of an advertising campaign, for the Canadian Government Travel Bureau. The symbol evolved to become an official mark of the government in 1980 and today it is the dominant mark of government to signal its presence and identify government programs, services, assets and activities.” [pg.82: iconica, 2008]
Hope this clears up any confusion as I know it does for me.
Cheers,
Greg Cunneyworth
12. Grant Johnson | April 14th, 2009 at 11:09
A couple of points of clarification. The font used for the wordmark is Baskerville although several characters have been modified. The wordmark exists in two weights: regular and medium, that latter used for mainly for signage.
The interest of the authors of “Ikonica” was in the government’s identity program — a major part of which is the Canada wordmark. No intent on my part to claim the wonderful work of Mr. Donoahue.
The design remains fresh over 40 years later and its application continues to expand. Should you have the opportunity of visiting Mars, have a peek at the underbelly of the Pheonix-Mars lander and you’ll find the wordmark on the insulating blanket protecting Canadian meteorological instruments.
Regards,
Grant Johnson
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