New logo for Canada Games
The Canada Games Council has launched a new brand strategy and identity.
The newly created Canada Games logo features a spark and a maple leaf to signify passion and spirit in an unapologetically Canadian way. The “Jeux Du Canada Games” word mark embedded in the logo is to show the power of bilingualism and Canada’s unique national identity.
“We are incredibly proud to share this bold vision of the Canada Games and we aim to inspire Canadians to achieve greatness for generations to come,” CGC president and CEO Dan Wilcock said. “We also want to remind the nation of the boundless potential of sport, especially as our communities look ahead to sport as an opportunity to reconnect when we emerge from this difficult period.”
The Council and Will Creative, a Vancouver-based marketing agency collaborated with Canadian athletes and partners from across the country to create the logo. The goal was to ensure the new identity is able to adapt to the uniqueness of future Games hosts and maintain a connection to the mission of the Games that’s strong and consistent.
Sam Effeh, a 2009 Canada Games champion in athletics, is a fan of the new logo.
“The Canada Games has a rich history of talented athletes. A brand represents who you are, what you say and what you do,” he said. “I think when athletes see the design it will be more than just a logo, but instead a high level competition where Canada’s best from each province and territory come and show their best talents in front of a home crowd.”
The brand was introduced Feb. 17 along with a new interim website (canadagames.ca), an e-commerce shop and a video (https://www.youtube.com/watch?v=4b-CkKpUjYI&feature=youtu.be) narrated by Olympic champ and three-time Canada Games athlete, Catriona Le May Doan.
The next Canada Summer Games will be held Aug. 6-21, 2022 in Niagara.
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