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The Canadian Armed Forces has unveiled a new logo and received harsh criticism. In the last three years, the Canadian Armed Forces has had more discharges than applicants. The death spiral had begun and a new attempt was needed. I think we need new branding to appeal to a new generation. Canada's Department of Defense is launching a new camouflage pattern, CADPAT MT (CAnadian Disruptive Pattern Multi-Terrain), and has decided to create a new, modern logo to go with it.
The logo created by the Ministry of Defense's internal design team was secretly shared with X and asked for their opinion. The results were disastrous. User A variety of memes were also released making fun of the new logo.
The Canadian military, embarrassed, said it was not replacing the St. Edward's Crown emblem and that it would be used for animation in the military's communications products and video media. They stated that no external help or additional budget was invested to create the logo.
My guess was that they were going to change all of the logos that were exposed to the outside world, but I think they asked social media to see the reaction in advance to the radical change. Other than the fact that it is similar to the pattern of camouflage uniforms, it contains no meaning or narrative, so we have to work hard to interpret it. Since I had no expertise in how to express the brand, I don't think there was any consideration as to where and how it would appear.
Communication and response are also disappointing. It doesn't seem like a bad idea to use it with the new camouflage pattern, but communicating it as if it was going to be used as an official logo seems to have caused a more negative reaction. What is worse is that they delete previously disclosed documents or graphics and say that no taxes were paid.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
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