Canadian Marketing Association Overhauls Brand Ahead of 60th Anniversary
Event summary
- The Canadian Marketing Association (CMA) unveiled a refreshed brand identity inspired by 1967 modernism, marking its 60th anniversary.
- The new logo features three chevrons representing community, influence, and standards, forming a stylized maple leaf with an 'M' at the core.
- LG2 led the rebranding effort, which includes updates to awards trophies, event collateral, and digital assets.
- Barry Alexander, CMA's chief marketing and diversity officer, spearheaded the initiative.
The big picture
The rebrand reflects the CMA's evolution alongside Canada's marketing industry, emphasizing community and forward-looking direction. As the voice of marketing in Canada, the association aims to champion the profession's impact while fostering professional development and regulatory advocacy. The refresh aligns with broader trends in organizational branding, where heritage meets modern strategic positioning.
What we're watching
- Brand Alignment
- Whether the CMA's new identity effectively resonates with its membership and broader marketing community.
- Member Engagement
- The pace at which the rebrand translates into increased participation and thought leadership contributions from members.
- Industry Influence
- How the CMA leverages its refreshed brand to strengthen advocacy efforts with government stakeholders.