Canada 150th Anniversary: Winning Logo Unveiled But Mired In Controversy

Canada has unveiled the winning logo that will represent its 150^th birthday celebrations in 2017. It logo will be featured in all Government of Canada products and events related to the anniversary. A University of Waterloo student submitted the design, much to the chagrin of Canada’s professional community of graphic and communication designers.

Canada launched a contest in December 2014 for interested people to submit a design that will best reflect the country’s 150^th birthday anniversary. However, the contest was only open to students. A CA$5,000 prize will be awarded.

But the Graphic Designers of Canada blasted the move, claiming the contest meant to exploit students. The group even launched a campaign to educate the government that professionals can handle the job and, inarguably, produce better quality work. “As a professional designer I am deeply disheartened that our government would choose to exploit students in this manner despite our efforts to educate the government that contests like these are unethical, detrimental to students, to professional graphic designers, and to Canada in general,” Adrian Jean CGD, president of Graphic Designers of Canada, said. The contest, Kevin Mar, a principal with Blue Planet Design, said “is the equivalent of being an unpaid intern.”

What could be adding more insult to injury is the fact that the designer of the winning logo was a second-year global business and digital arts student from the University of Waterloo. Asked to comment on the exploitation aspect, Ariana Cuvin said she hardly felt any because “it was my choice to join the contest.” When she joined, “I knew what I was getting out of it in the end.” She joined the contest with 299 others.

Jean said their group hoped the visual identity that would represent Canada’s 150th anniversary would be a cause of great pride and celebration. “Unfortunately, it represents a glaring reminder of this government’s significant lack of understanding of the value of design, the creative process and the design profession.”

Despite the harsh criticisms hurled against her winning work, Cuvin is in high spirits because she knows her work will be seen, literally, everywhere in Canada. The first time she did see her logo applied was during the government’s official announcement of the Canada 150 plans. A group of elementary students performed the national anthem. They were wearing simple shirts, but emblazoned on it was her logo. “That’s the first time it really hit me that this is going to be everywhere,” Cuvin said. “It’s difficult to imagine.”

The winning Canada 150 logo is here. Judge for yourself.

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