Branding an International Consulate in New York City
Services
Client
Consulate General of Canada in New York
Industry
Government
Year
2020
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Overview
When the Government of Canada needed to modernize and refresh their organizational image, they turned to Manhattan Strategies to create a new brand identity for both their online and offline presence. Manhattan Strategies proposed several ideas and went through multiple rounds of feedback with the consulate, landing eventually on the maple leaf and torch concept that was later approved and rolled out. The new branding was used on a variety of online and offline collateral throughout the years.
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Opportunity
The consulate’s new branding needed to follow the Canadian federal identity system while remaining flexible for web, social, print, and event collaborations. It had to reflect the unique New York City location while integrating Canadian visual elements. As a long-term partner, Manhattan Strategies leveraged its knowledge of the consulate, its services, and the Federal Identity Program to create the new brand.
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The final result of the branding project was a combination of the Statue of Liberty torch and the Canadian maple leaf.
The final deliverables include a full creative brief, brand guidelines and the logo files in various format and configurations.
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The Canada New York logo was used on events such as the Responsible Tech Summit, which Manhattan Strategies also helped with the branding of.
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The new brand identity is actively being used on print and digital assets from the consulate.
Results
