Wow - who knew Canadians were so sensitive! Well done to all above - keep looking at your Maple Leaf and pretend everyone cares about it.

to Floyd Sneddon from Ontario. I hope your lack of grammar and spelling skills were meant to evoke sarcasm.

I think they were bang okn with the fact that the issue is not Canada's image, it's the fact that America doesn't know anything about us (or even care to know us for that matter)

BUT beyond that they pretty much skimmed the surface and called it a day! As if the Canadian culture is represented by the few Canadian Celebrities who have assimilated into American pop culture...and that constitutes an education on who we are. How about the incredible multiculturalism, or the fundamental differences in political view, or artistic culture that has remained Canadaian...or even pulling out a map and doing some simple CANADIAN GEOGRAPHY that Americans shamefully don't know...

This redesign is a fail...and the gaul of this American/international firm: they will pitch this idea to Canadian Politicians as a way to help out...utterly condescending.

Thanks Studio 360, I had been looking forward to this episode, but next time please go deeper

The hubris of Bruce Mau and the stupidity of Studio 360 is a match made in heaven for the remake of dumb & dumber.

First off, Canada doesn't need a rebrand and second; who do these people think they are that they can just whip up a brand for all of Canada - using Americans no less - and bastardising our flag to do it?

It seems to me that they've figuratively removed the life from the Canada brand by removing the leaf from our flag and calling it a day. Without even the frame to contextualize the bars, it looks more like a mistake. Two bars over an image, even a really great Canadian image, just doesn't read as Canadian - or anything. It looks empty and unfinished, nevermind evoking a brand.

Why is Conrad Black in this? The Biggest Crook allowed to be a canadian, when he denounced canada as his home and became a lord in england, then bilked millions from the taxpayers and was sentenced to fraud. now he is living back in canada for a brief time til he locates somewhere else??? And why is pamela anderson on this twice and broken social scene on this 3 times, and where is jim carey, roberta bondar, william shatner, justin bieber, micheal j fox, eugene levy, martin short.....etc etc. I'm embarrassed by this whole crap article to begin with. They (u.s.) don't want to know us! they are just plain ignorant about us and there own country. they don't even know what is outside of their own state let alone another country. Watch a jay leno "street walking" to see how inbred and uninformed they are. They have no grammer skills what so ever, and slurrrrrrr all their words together because they're to lazy to even speak their own language properly. F'n Sad Country its turned out to be.

I am sure about this - Stephen Harper and Pam Anderson are the only recognizable people and there is nothing that screams Canada or sends any message to understand us - truly a bunch of flash screens - - while very artistic - it is useless

the best introduction to Americans of Canada was the Tom Brokow piece from the Vancouver Olympics

Who gives a s#$t if America knows Canada? In fact, the last thing Canada needs is for America to know or take any interest in it. Americans taking any interest in a country (other than their own) generally is bad for the health of the country they take an interest in. Their interest generally seems to take the form of "nation building" in the form of cluster bombs and predator strikes.

How many hundreds of thousands of Iraqis wish that America knew Iraq as well as they know Canada?

Also, the ad campaign was entirely lame and pointless. Random images flashed by so fast that nothing can be gleaned from them does nothing to raise awareness of Canada. Also, The last thing Canadians want to be known for is Pamela Anderson! I'd rather we be known for the cliches of beer, beavers and Mounties than for the fact that the likes of Pamela Anderson and Stephen Harper have been spawned in Canada.

First rule of marketing: You don't engage people by conveying to them that they're ignorant. If the whole premise is, "you don't know us," it just comes across as a presumptuous whine. You can do better. Find the positive.

Really?... That's all you've got?.... Instead of creating an iconic brand you subtract the icon from your previous national logo and invite us to figure it out on our own, based on a lot of small only slightly-iconic people and pastimes? If you don't know who you are, my friends you can't blame us for not knowing you... In any case, whomever you are, we love you.

Interesting. Visually compelling. Did you know that CBC contracted a website called Know Canada to pair with the news program Canada Now. The website goal was to connect to new Canadians.

Listening, all I could hear over and over again was "No Canada." Problem. Big problem. Visually, the only place where the red bars work for me was the T-shirt because of the white space. They seemed pretty heavy-handed in the other applications depicted in the presentation. Instead of framing and supporting the elements, they dominated and overpowered the Canadian resources they were meant to enhance. On the T-shirt, they were the star. And that worked.

Overall, it's not much of a campaign. I like simplicity, but it doesn't seem like this design firm put much time and effort into the project. At least, I'm not seeing it in the results: a tag line that is primed for ridicule by sarcastic Americans and a repurposing of existing graphic elements.

Sorry for so much negativity. I didn't like the Studio 360 school redesign at first. I did warm up to it a little, even though I am still not a fan. But this? This was a failure for me on almost every front. Especially the tag line which is a setup for a punchline. Homophones count! Anyway, I want to end on a positive note... ummmmmm, the T-shirt looked pretty good. That's all I got!

This is pathetic. Not because it is more or less accurate, but because part of Canada's "Tired Brand" is us trying to convince the States that we are "cool". Canada will have a "brand" when we stop trying to compare ourselves to them.

And why do we anymore, really?

Clever.
A great intellectual exercise for BMD.
But WHY?
Just because Studio 360 asked you to?
Seriously, if Americans really WANTED to know about our country they could actually act interested.
The point is, economically, culturally, and geo-politically, Canada is but a small blip (if at all) on most American's radar screens. I think the song from Team America captured the zeitgeist of the US of A brilliantly with the song "America, Fuck Yeah".

Okay, it's an over simplification of the country as a whole, but really, TELLING America (or any other country for that matter) to Know Canada plays to a larger, more problematic cultural cliché - our polite insecurity. Seriously, let's use our immense talents for making our country great, not claiming Pamela Anderson as our own, or hoping that Americans will finally "get us". We need to stop acting like in order to BE something, we have to always compare ourselves to the US. We're different. Distinctly different (despite Harper's attempts) and need to focus on ourselves and what we as Canadians bring to the world stage. Celebrate that, help every Canadian understand our own diversity, depth and potential and others will notice - as an outcome, not a goal.

Canada. Fuck Yeah.

Nice!

One request from a Canadian to the American media - and not all of you do it but the majority of news programs and news channels do it. Could you PLEASE learn our provinces and which cities and towns are in which provinces (it's easy! you can even use a Canadian invention called Google!). We really find it annoying when something happens in, oh say, Edmonton or Saskatoon or Toronto, and the US media says or puts up on the screen 'Edmonton, Canada' or mentions a disaster in 'Saskatchewan, Canada'. That to us is like if CNN said 'New York City, America' or a tornado hit 'Wyoming, America'. But thank you to the media who DO know their provinces!

Did he really say Oil Sands (aka Tar Sands) was something Canada should be proud and loud? Wondering what environmentalists would say about Canada being the No. 1 emitter of greenhouse gases in the world. Canada is such a fabulous country, surely there are better examples than that.

This was silly. I learned about Canada as a kid from the Maple Leaf shaped maple sugar candy. Stick with that.

I thought it was great - nice to move away from the usual Canadian stereotypes to focus on some of our other fantastic contributions. And I think it could certainly become the foundation of a great tourism campaign, too. I loved it...especially going back to see what flashed by (was that Polkaroo? I'm sure Polkaroo was in there...)

(but you missed the Calgary Stampede!)

Listening to the radio, I thought the new brand was "No Kanada". Which has a funny twist.

I certainly hope no money changed hands for you to get that shopworn, cliché, rehashed, trivial shit from Bruce Mau Design. Every Canadian is more or less obligated to regurgitate that same content (although these days with more convincing Photoshop work) for a geography assignment, or science fair project, or some such, some time before reaching the tenth grade. it's a right of passage. God, how tiresome.

“Freshwater” is an adjective.