In 2012, Studio 360 with Kurt Andersen - an arts and culture radio show, with over a half-million listeners across the US (produced by WNYC and Public Radio International), approached BMD to participate in a series of segments they call “Redesigns.”
“Redesigns” looks at a spectrum of big ideas, including Valentine’s Day and Christmas, takes their outmoded design and putting new concepts on the table. For this particular redesign, they wanted to redesign Canada. More specifically, they wanted to change the perception of Canada in the US.
BMD was tasked with rethinking how Canada appears in the world, creating a new identity for the 21st century, free of the traditional clichés. Our redesign begins with the 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 dynamic exchange of ideas, creativity, natural resources and people. We 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. ‘Know Canada’ launched in July 2012.
Since launching its been featured by countless media outlets including the National Post, Globe and Mail, CTV News, Huffington Post, Yahoo News, Fast Company and was included in the 2012 Moscow Global Biennale of Graphic Design.