The goal of this project was to challenge ideas of what Canadian identity is. I aimed to design Canada’s identity in a way that would accurately represent each citizen’s identity as well as show the beauty in Canada’s diversity.
For my graduating thesis project I designed an identity system that would give each citizen in Canada an opportunity to contribute to the visual identity of Canada. At the heart of the project was an online program that would allow citizens to create their own logomark that would be used to represent them as well as represent the country abroad.
The brand expanded into flags, passports, websites, social media, stamps, postage, and more.