It is with excitement that Imagine Canada unveils a refreshed organization identity and positioning line that is being rolled out publicly starting today. The new identity acknowledges our history and supports the forward-focused vision of our organization and the charitable sector.
History, Future and the Prism
The original Imagine Canada logo was created in 2005 as part of the merger of the Canadian Centre for Philanthropy (CCP) and the Coalition of National Voluntary Organizations. The history of the prism dates back to the CCP’s Imagine program (a predecessor to our current Caring Company program) and at the time represented three key players: the charitable sector, government and private sector.
Imagine Canada’s future includes a strategic shift to become a more public-facing organization that speaks directly with Canadians. Our refreshed identity is one that is both inspirational and mindful of how Canadians perceive and understand ‘charity’.
The nature of social good is more multi-faceted than it has been before and will continue to be. With strong charities at the center, the facets of social good in society include nonprofits, companies, social enterprises, government, the efforts of individuals and more. Imagine Canada’s prism has evolved to represent this reality which is reflected in the strength of our communities.
Imagine Canada aims to be an organization that is relatable to both charitable sector organizations and Canadians.
The new positioning line is primarily designed for non-sector audiences and you may have noticed the specific use of the word ‘charities’. We were seeking a way to link Imagine Canada to an industry term that the majority of Canadians readily understand. This is of great importance to our future work.
This is a start, more to come
The refreshed Imagine Canada identity will be phased in over the course of the year starting with our digital properties and subsequently other organization materials. There is also more to follow in the months to come as we are also working on refreshed identities for our programs and initiatives including the Standards Program, Grant Connect and Caring Company program.
We are thrilled about these changes at Imagine Canada. Stay tuned!