Canadian Club of Toronto

Rebranding for a younger audience

Visual identity

Canadian Club of Toronto is a not-for-profit organization that connects Canadians with world-class leaders, newsmakers, and influencers. Its brand identity needed a redesign to capture the new age of listeners and speakers.

The challenge

Very fine details in the leaf - The leaf in the original logo had very fine details, which were not legible in small applications.

Irregular shape - the asymmetrical shape of the original logo\ was challenging to work with in print and digital media.

Many type styles - the logo had many type styles that did not complement each other.

The new visual identity

The new visual identity features a simple leaf speech bubble representing the message, 'providing a podium for Canadian voices.' A geometric sans-serif typeface replaced the original serif typeface to create a clean and legible mark.

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Product design / Branding / Graphic design