TORONTO — The Canada Media Fund (CMF) today unveiled a new visual identity which it says signals significant changes underway as the funding organization looks to inspire, support and embrace change and inclusion.
The CMF released a video to showcase its new logo — referred to as “the spark” — which the organization says symbolizes its mission to foster, promote and finance Canadian content that reflects creators’ innovation and talent.
“Images within the spark showcase ever-changing visuals — a scene from a hit program, the image of a revered Indigenous artist, a much-loved animated character, a popular video game, each representing wide-ranging content the CMF supports and invests in,” says the CMF’s press release promoting its rebranded look.
In addition to new English and bilingual logos, the CMF is also embedding the translation of 12 Indigenous languages and dialects into its brand identity. These are languages of content funded by the CMF, including Dene, Gwich’in, Inuvialuit, Maliseet, Mi’kmaq, Michif, Northern East Cree, Ojibwe, Oji-Cree, Plains Cree, Sḵwx̱wú7mesh Sníchim (Squamish) Woods Cree, with additional adaptations to follow.
“The CMF champions Canadian storytellers of today and tomorrow,” says Valerie Creighton, president and CEO of CMF, in the press release. “We crafted a brand that can adapt with the times and lead by example. The new brand identity articulates our pride in amplifying the fantastic content we fund, including underrepresented perspectives in our industry. All Canadian creators should see themselves reflected in a national organization that supports their work.”
“We want to spark conversation, spark debate, spark innovation, spark change — but that takes courage,” says Mathieu Chantelois, vice-president of communications and promotions at CMF. “Not only on the part of storytellers, but on the part of us, as an organization.”
Calling the reinvention of its visual identity “the tip of the iceberg”, the CMF says over the next year, in consultation with industry and community members, it will be reimagining the role it plays in amplifying Canadian content and showcasing talent.
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