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Bruce Mau Design Redesigns Canada the Assignment BRUCE MAU DESIGN REDESIGNS CANADA THE ASSIGNMENT BRUCE MAU DESIGN Redesign Canada. BRUCE MAU DESIGN THE CHALLENGE BRUCE MAU DESIGN The Canadian Brand has become BRUCE MAU cliché. DESIGN THE GOAL BRUCE MAU DESIGN Bring the Canadian Brand into the 21st BRUCE MAU century. DESIGN 20th Century 21st Century Canadian icons: Canadian icons: Syrup Arcade Fire Beavers Oil Sands Lumber Jack Charging for plastic bags British Heritage Legalizing Gay Marriage Fur Trade Bike Culture Point Blanket Recycling/Composting Plaid Occupy Tim Hortons Ryan Gossling Mounties Immigration Laws Igloo Condos Toque Public Transportation Dogsled Toronto Movie Industry Snowmobile (bombardier) Socialized Healthcare Snow Manitoba Hydro Tower Red Jennifer Baichwal Hockey Justin Bieber Snowshoes Tasman Richardson Stan Douglas Owen Pallett Conrad Black The Royal Art Lodge Rachel McAdams Will Munro Feist Sydney Crosby Lynne Cohen Kids in the Hall Kent Monkman Seth Rogan Douglas Coupland Margaret Atwood Drake BRUCE Wayne Gretzky MAU DESIGN But... BRUCE MAU DESIGN “Canada doesn’t need a redesign.” Douglas Coupland Canadian Author, Generation X. BRUCE MAU DESIGN AMERICA NEEDS AN EDUCATION BRUCE MAU DESIGN “We know you. You don’t know us.” Scott Thompson Comedian, Kids In The Hall. BRUCE MAU DESIGN Know Canada. BRUCE “Know Canada.” inspired by “You Ottawana get to know us.” MAU Submitted by Studio 360 listener Joe, from Las Vegas. DESIGN OUR SOLUTION BRUCE MAU DESIGN BRUCE Know Canada MAU Campaign DESIGN BRUCE MAU DESIGN Know Canada Bumper Sticker BRUCE Know Canada MAU Bus Sides DESIGN BRUCE Know Canada MAU Monument + Passport Stamp DESIGN BRUCE Know Canada MAU Airline DESIGN BRUCE Know Canada MAU Press Podium DESIGN BRUCE Know Canada MAU Smart Phone App DESIGN BRUCE Know Canada MAU Campaign Extensions DESIGN “Peanut butter was invented in Canada. Know Canada.” “The paint roller was invented in Canada. Know Canada.” BRUCE Know Canada MAU Campaign Extensions DESIGN BRUCE MAU DESIGN Know Canada Campaign Extensions DESIGN STATEMENT: Canada has an image problem in the US. When Americans think of Canada, stale and often cliché ideas and imagery come to mind. Images like maple syrup, hockey, snow and lots of it. These images don’t pay homage to the intellectual, creative and social contributions that Canada makes as a country on a global scale. These clichés do not accurately depict the 21st Century Canada. In our redesign, we begin with an assertion that Americans simply don’t understand Canada. Our view is that Canada doesn’t need a redesign; rather, Americans need to be educated. To that end, our new Canadian brand highlights the country’s potential, and addresses the dynamic exchange of ideas, creativity, natural resources and people. To express the country’s openness, flexibility and diverse points of view, we’ve created a visual language that leverages the two red bars on either side of the Canadian flag. These red bars act as a container for a rich array of viewpoints, imagery and ultimately, understanding. BRUCE MAU DESIGN Basketball, Julie Payette, Winnie the Pooh, Canadian Laser Class sailboats, Canadian invention Canadian astronaut bear & basis for character Canadian invention Image Author: Image Author: NASA made famous by Disney Image Author: 1garsan (Flickr) Image Source: Image Source: Image Source: Image Source: New York Public Library http://en.wikipedia.org/wiki/ http://en.wikipedia.org/wiki/ http://www.flickr.com/ Digital Collection File:Julie_Payette_CSA.jpg File:Harry_Colebourne_and_ Winnie.jpgFile:Julie_Payette_ CSA.jpg Joni Mitchell, Wawadit’la totem, Trivial Pursuit, Jenna Talackova Canadian musician Victoria, British Columbia Canadian invention (Miss Canada), Image Author: Paul C Babin Image Author: Ryan Bushby Image Author: Gaetan Lee First transgendered Image Source: Image Source: (Flickr) Miss Universe contestant http://en.wikipedia.org/wiki/ http://en.wikipedia.org/wiki/ Image Source: Image Author: Chris Young File:Joni_mitchell_1974.jpg http://www.flickr.com/pho- Image Source: tos/gaetanlee/2374599598/ Canadian Press in/photostream/ Alexander Graham Bell, Ryan Gosling, David Suzuki, Winnipegs Most, Inventor scientist who lived Canadian actor Canadian science broadcast- Canadian musicians and worked in Canada Image Author: JustJared.com er & environmental activist Image Author: Thoshography Image Author: Image Source: Image Author: Image Source: Image Source: http://www.justjared. Image Source: http://en.wikipedia.org/wiki/ New York Public Library com/2010/12/05/ryan-gos- http://www.moviespad.com/ File:Winnipegs_Most_photo_ Digital Collection ling-patdown-at-the-airport/ celebrity/images/49153/ by_Thoshography.jpg david-suzuki-young/ Pamela Anderson, Group of Seven, Margaret Atwood, Stephen Harper, Canadian actress Canadian Painting Collective Canadian writer Canadian prime minister Image Author: Darren Stone Image Author: Frederick Varley Image Author: George Image Author: EnergeticCity.ca ( Flickr ) ( painter ) Whiteside Image Source: Image Source: Image Source: Image Source: http://energeticcity.ca/ http://www.flickr.com/pho- http://en.wikipedia.org/wiki/ http://www.newint.org/ article/news/2011/10/14/ tos/darrenstone/348664318/ File:Frederick_Varley_-_Gas_ columns/finally/2010/11/01/ stephen-harper-coming-peace- Chamber_at_Seaford. margaret-atwood/ region North Warning System, Alex Trebek, Volcanic eruption is possible Naturalization Ceremony for Radar Tower Canadian TV personality in remote areas of Northwest immigrants in Ottawa Image Author: Watchers of Image Author: Jeopardy Pro- Canada Image Author: Jane Chytilova the North ductions_Inc Image Author: ? Image Source: Image Source: Image Source: Image Source: Ottowa Citizen watchersofthenorthblog.com http://www.saratogian.com/ http://en.wikipedia.org/ wiki/File:Phreatic_Eruption- numbers.svg Leonard Cohen, The Walker, The Telephone, Canadian musician Canadian invention Canadian invention Image Author: Rama Image Author: High Plains (some argue) Image Source: Drifter Image Author: –– http://en.wikipedia.org/wiki/ Image Source: Image Source: File:Leonard_Cohen_2187- http://en.wikipedia.org/wiki/ New York Public Library edited.jpg File:Walker._frame.jpg Digital Collection Fay Wray, Stephen Harper, Arcade Fire, Evangeline Lily, Canadian actress Canadian prime minister Canadian musicians Canadian Actress & Video Source: video Source: Video Source: The Walkie Talkie, http://www.youtube.com/ http://www.youtube.com/ http://www.youtube.com/ Canadian invention watch?v=CuRQH_hLcTw watch?v=UbrWGXQIfA8 watch?v=Ab2DDmwYVQw Video Source: http://www.youtube.com/ watch?v=Qksg1dMHR_M Canada Day Celebration, Douglas Coupland, Baby polar bear Butter tarts, Nova Scotia 2011 Canadian writer & artist Image Author: Darren Canadian Dessert Image Source: Image Subject: ‘Digital Orca’, Calabrese Image Source: http://www.hrmcanadaday. Vancouver Convention Center Image Source: http://zsuzsaisinthekitchen. ca/viewImage.php?id=66 Image Source: http://imag- National Post blogspot.ca/2011/12/canadi- ineashawn.com/sunhealth/ an-butter-tarts.html blog/?attachment_id=71 ‘DEW line’ radar stations Dragonette, Jeanne Beker, Adrienne Clarkson, Image Author: Escapist Canadian pop musicians Canadian fashion columnist Canadian author & Opportunities ( Flickr ) Image Author: Gabriella and TV personality former governor general Image Source: Anderson Image Author: CTV.ca Image Source: http://www.flickr.com/ Image Source: Image Source: adrienneclarkson.com photos/10025427@ http://dragonetteonline.com/ http://en.wikipedia.org/wiki/ N08/4667395142/ photos/ Jeanne_Beker Group of Seven, Nanaimo bars, Perce Rock, Shalom Harlow, Canadian Painting Collective Canadian Dessert Quebec Canadian Model & Actress Image Author: Lawren Harris Image Source: Image Author: Claude Image Author: David ( painter ) http://www.thethreecheeses. Boucher Shankbone Image Source: com/ Image Source: Image Source: http://www.arthistoryarchive. http://en.wikipedia.org/wiki/ http://en.wikipedia.org/wiki/ com/arthistory/canadian/ Perc%C3%A9_Rockregion File:Shalom_Harlow_by_Da- Lawren-Harris.html vid_Shankbone.jpg Mount Meager, James B Harkin, The Walker, Marshall McLuhan Canadian volcano Canadian politician who Canadian invention Video Source: Image Author: Seattle Skier developed the first National Image Author: Charles Miller http://www.youtube.com/ Image Source: http://en. Parks system in the world Image Source: watch?v=OMEC_HqWlBY wikipedia.org/wiki/ Image Source: cemillerphotography.pho- File:MountMeagerPlinth Library and Archives of toshelter.com Capricorn.jpg Canada Superman, Conrad Black, Jennifer Baichwal, John Candy, 50% Canadian invention exiled Canadian media baron Canadian filmmaker & Canadian actor ( Joe Shuster ) Image Author: Jeffrey Salter documentarian Image Source: Image Source: Image Source: http://com- Image Source: Film still from ‘Uncle Buck’ Capedwonder.com monground.ca/OLD/iss/248/ http://mongrelmedia.com/ cg248_alstead.shtml data/ftp/Act%20of%20 God/8.jpg Joseph Smallwood, Pamela Anderson, Jay Manuel, Guy Madden, First Premier of Canadian actress & Canadian TV personality Canadian filmmaker Newfoundland The Wonderbra, Image Author: [email protected] Image Author: Guy Madden Image Source: Canadian invention (Flickr) Image Source: Library and Archives of video Source: Image Source: http://en.wikipedia.org/wiki/ Canada http://www.youtube.com/ http://www.flickr.com/pho- File:GuyMaddeninhisNursery. watch?v=lVrnH9G3ABs tos/lydiayan/r jpg Agne Macphail, Avril Lavigne, Ceasar, Cindy Klassen, First woman elected to the Canadian musician & Canadian cocktail
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