Client: Girl Guides of Canada
Creative Directors: Mikey Richardson RGD, Mike Kelar RGD and Adam MacLean
The amalgam logo focuses on the joy of guiding using a contemporary visual language that is culturally neutral and forward-looking enough to be compelling for a younger demographic. When attempting to meet the challenge of creating an appropriately-considered messaging strategy, many well-intentioned organizations resort to tokenism which can belie a message. Instead, Girl Guides of Canada opted for meaningful representation in all communications and an identity system rooted in a culturally-neutral vernacular.