Kurt Anderson on Studio 360 an American radio programme approached Bruce Mau Design to create a series of designs to rebrand Canada. The design exercise is not about changing Canada, it is more changing America’s view of Canada. “The “Know Canada” idea is backed by the assertion that “Canada doesn’t need a redesign as much as America needs an education,” said Alexis Green, marketing and PR manager at BMD.
BMD has offices in Toronto and New York, they put four or five of their American designers to work on the project for their unbiased, fresh perspective at Canada. The came up with the idea of the two red bars (like a Canadian flag) with images in between to reflect Canada.