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BRUCE MAU DESIGN REDESIGNS 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

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 Blanket Recycling/Composting Plaid Occupy Tim Hortons Ryan Gossling Mounties Immigration Laws Igloo Condos Toque Public Transportation Dogsled Movie Industry Snowmobile (bombardier) Socialized Healthcare Snow 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 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, 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, , 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. 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, , 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, , First woman elected to the Canadian musician & Canadian cocktail Canadian speed skater & Canadian House of Commons songwriter Image Author: Olympic medalist Image Source: Image Author: Rosa Casapullo AirIntakeaten Image Author: Library and Archives of Image Source:http:// Image Source: Bernard Brault Canada en.wikipedia.org/wiki/ http://en.wikipedia.org/wiki/ File:Avril_Lavigne_on_piano,_ File:Caesar_Cocktail.JPG Italy_(crop).jpg

Coco Rocha, Drake, Evelyn Hart, Kinnie Star, Canadian model Canadian musician Canadian ballet dancer Canadian/Aboriginal singer/ Image Author: Ed Kavishe Image Author: Brennan Schnell Image Author: David Cooper songwriter Image Source: Image Source: http://www. Image Source: Image Author: Kinnie Starr http://en.wikipedia.org/wiki/ flickr.com/photos/east- http://artsalive.ca/en/ Image Source: File:Coco_Rocha_at_Louis_Vuit- scene/4801558615/in/photo- dan/meet/bios/artistDetail. http://www.fva.ca/2006.f/ ton.jpg stream/ asp?artistID=105 media/

Les Stroud, Celine Dion, Anne Murray, Feist, Canadian musician, Canadian singer Canadian singer Canadian musician filmmaker & survival expert Image Author: Erin Nikitchyuk Image Author: FraserMacPher- Image Source: Image Source: Image Source: http:// sonEstate http://en.wikipedia.org/wiki/ Film Still from ‘Beyond en.wikipedia.org/wiki/ Image Source: File:Leslie_Feist_at_the_film- Survival’ File:Celine_Dion_Sept_2008_ http://en.wikipedia.org/wiki/ ore_in_SF.jpg Long_Island_NY_with_dancers. File:Anne_Murray.jpg jpg

Vimy Memorial, Centennial Flame, Broken Social Scene, Hockey fights Canadian Memorial site Ottawa Canadian musicians Image Author: Darcey in France Image Author: D. Gordon E. Image Author: Alii_h McLaughlin (Flickr) Image Author: HTO3 Robertson Image Source: Image Source: Image Source: http:// Image Source: http://en.wikipedia.org/wiki/ http://www.flickr.com/pho- en.wikipedia.org/wiki/ http://en.wikipedia.org/wiki/ File:Broken_social_scene_ tos/darceymclaughlin/ File:Vimy_memorial_.jpg File:Centennial_Flame,_Ot- manc.jpg tawa.jpg

Bombardier, SHAD, ‘Canadarm’, Kids in the Hall, Canadian manufacturer of Canadian hip hop artist mechanical arm used Canadian sketch jets and high speed trains Video Source: http://www. on the Space Shuttle comedy show Image Source: youtube.com/watch?v=q- Image Author: NASA Video Source: http://corpjetfin.live.subhub. mAMH5S6VA Image Source: http://www.youtube.com/ com/articles/Business-Jet- http://en.wikipedia.org/wiki/ watch?v=At-dM_2kEQI Types-and-Categories File:Sts114_033.jpg Same-Sex Marraige, , George Brown, Lester B. Pearson, Legal in Canada since 2005 Canadian figure skater & Canadian journalist, Canadian professor, Image Author: Ian Barret Olympic gold medalist politician & ‘Father of historian, civil servant, Image Source: Image Source: Confederation’ statesman, diplomat, and http://publications.mcgill.ca/ Library and archive of Canada Image Source: politician, & winner of the mcgillnews/2011/page/3/ Library and archive of Canada Nobel Peace Prize Image Source: Library and archive of Canada

Biosphère, Polka Dot Door, Paul Shaffer, Margot Kidder, Museum in Canadian children’s Canadian musical director Canadian actress dedicated to the environment television series Image Source: Image Source: Image Source: Image Author: TVO Photos http://www.collegesurfing. threeofakind-thmovie.com www.getintravel.com Image Source:http://www. com/content/famous-canadi- flickr.com/photos/tvontar- an-college-grads/ io/5146166406/sizes/o/in/ photostream/

Metric, Ookpik (arctic owl), Will Munro, Quebec tuition protests Canadian rock band ficticious Canadian mammal Canadian queer artist Image Author: Jacques Bois- Image Author: Adrian F1 from Image Source: http:// Image Source: sinot Ottawa, Canada easydreamer.blogspot. http://blogs.montrealgazette. Image Source: La Presse Image Source: ca/2011/04/ookpik-little- com/2012/02/11/sacre-bleu- Canadienne http://en.wikipedia.org/wiki/ ookpik-but-no-song.html its-time-montrealers-revisit- File:Metric_at_Ottawa_Blues- toronto-give-the-queen-city-a- fest_2010.jpg second-chance/will-munro/

The garbage bag, Bombardier is a Peanut butter, National Gallery a Canadian invention Canadian company a Canadian invention Image Author: Unknown Image Author: Unknown Image Author: Unknown Image Author: Lauren Talbot Image Name: Gosling Image Name: Garbage Image Name: Plane Image Name: Peanut From: http://en.wikipedia.org/ From: http://media.treehugger. From: http://www.getmon- From: http://diaryofanutri- wiki/National_Gallery_of_Can- com/assets/images/2011/10/ eyenergy.com/wp-content/ tionist.com/ ada gavin-garbage.jpg uploads/2009/09/bombardier- cseries-lr-hr.jpg

20% of the World’s Freshwater The CN Tower The paint roller, Canadian passport stamp is in Canada is the world’s tallest a Canadian invention Image Author: Flickr User Pikdig Image Author: Flickr User Kajoaaa free-standing tower Image Author: abmeister Image Name: Stamp Image Name: Freshwater Image Author: Unknown Image Name: Paint Roller From: http://www.flickr.com/ From: http://www.flickr.com/ Image Name: Tower From: http://www.flickr.com/ photos/26011208@N05/ photos/kajoaaa/4896293862/ From: http://en.wikipedia.org/ photos/abinormality/ sets/72157606757417604/ sizes/l/in/photostream/ wiki/CN_Tower Canada, Broken Social Scene, Molson beer is Canadian Vancouver Living Roof has parliamentry government Canadian Musicians Image Author: Video Author: Dave Budge Image Author: Unknown Image Author: Gerard Donnelly Image Name: Cohen Video Source: http://vimeo. Image Name: Basketball Image Name: Bus From: Wikipedia Commons com/5889280 From: http://www.newswire.ca/ From: http://www.flickr. com/photos/gerarddon- nelly/5187936413/sizes/o/in/ photostream/

MUSIC: ‘Switched On’ by Islands, Montreal based band Song Source: http://www.youtube.com/ watch?v=zPUouMg2Eb8 knowcanada.org

BRUCE MAU DESIGN