Rebrand
design #work-in-progress
The Future Borders Coalition is an independent, binational, non-partisan organization bringing together industry, government and research leaders to strengthen Canada–U.S. trade and travel, improve cross-border supply chains, and advance North American competitiveness.
As the organization transitions to a new name, Canada-U.S. Trade & Travel Alliance, a new logo lockup was required. This presented an opportunity to rethink the existing identity and create a more considered visual representation of its binational mandate while retaining continuity with the established brand.
The new emblem unifies two national symbols, representing the relationship between Canada and the United States.
Noto Sans ExtraBold replaces the previous Paralucent typeface. Its taller, more condensed proportions create a stronger, more legible wordmark, while its open letterforms subtly reinforce the organization’s mandate to promote more open trade and travel between the two countries.
The existing red and blue colour palette was retained to maintain continuity, providing a more measured evolution of the brand alongside the organizational name change.
