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Drawing inspiration from 1967 modernism, the new identity honours the CMA’s heritage while reflecting the organization’s continued evolution
TORONTO--(BUSINESS WIRE)--The Canadian Marketing Association (CMA) unveiled its refreshed brand identity, drawing creative inspiration from 1967 modernism, the year the association was founded. The rebrand comes in anticipation of the CMA’s 60th anniversary, a milestone that marks the organization’s journey and highlights its role as the collective voice representing marketers across Canada.
More than a visual refresh, the new identity reflects where the CMA is already heading. The organization has long evolved alongside the industry it serves, and the refreshed visual identity reflects its clear sense of purpose and forward-looking direction.
“Marketing is a profession that rewards thinking outside the box, yet the CMA logo spent years inside one,” said Barry Alexander, chief marketing and diversity officer at the CMA. “This is a brand that reflects a transformed CMA and better represents the role we play in bringing Canada's marketing community together as we look toward the future.”
A visual identity inspired by Canada’s past and built for its future
Beyond marking the CMA’s founding year, 1967 reflects a pivotal year in Canadian history, representing a period of transformation and optimism in Canada and the new identity draws on the spirit of that progress, encouraging the CMA to challenge conventions and its own point of view in a way that shapes the broader marketing conversation.
Leaning heavily into the brand’s existing red and white palette, the refreshed brand balances the association’s heritage with its future ambitions. The new logo is constructed using three chevrons, each representing a core strategic pillar: community, influence and standards. Together, the chevrons form a stylized maple leaf, with “M” at the core, positioning the CMA as a point of convergence for Canada’s marketing community.
Bringing the new brand to life
In partnership with LG2, the rebrand encompasses logo development, a visual identity platform design, a new visual approach for the CMA Awards, the development of new awards trophies, and a brand identity rollout across corporate assets, social media, event collateral, email design and digital design.
The following is a shortlist of those who helped execute and roll out the rebrand:
LG2 team:
Bianca Freedman, partner, president, LG2 Toronto Ryan Crouchman, partner, vice-president, ECD design Antoine Levasseur-Rivard, partner, business director, branding and design Keith Barry, partner, senior vice-president, strategy and development Tara Greguric, senior director, production Mike Strasser, senior strategy director Murilo Maciel, principal designer Daniel Martinez-Mendoza, motion designer Simon Fernandes, account director, branding and design Genevieve Ti, account coordinator Mary Toledo, producer Tracy Haapamaki, producer Lisa Ye, production designer Briar Kioski, production designer CMA team:
Alison Simpson, former president and chief executive officer Esther Benzie, president and chief executive officer Barry Alexander, chief marketing and diversity officer Noorani Ladhani, senior marketing manager, masterbrand projects To learn more about the CMA’s new brand identity and explore the refreshed visual platform, visit: thecma.ca.
About the Canadian Marketing Association
The CMA is the voice of marketing in Canada, and our purpose is to champion marketing’s powerful impact. We are the catalyst to help Canada’s marketers thrive today, while building the marketing mindset and environment of tomorrow.
We provide opportunities for our members from coast to coast to develop professionally, to contribute to marketing thought leadership, to build strong networks, and to strengthen the regulatory climate for business success. Our Chartered Marketer (CM) designation signifies that recipients are highly qualified and up to date with best practices, as reflected in the Canadian Marketing Code of Ethics and Standards.
We represent virtually all of Canada’s major business sectors, and all marketing disciplines, channels and technologies. We advocate with government stakeholders, and provide Canadian consumers with information to help them better understand their rights and obligations. For more information, visit thecma.ca.
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