The National Voice of Forest Practitioners.

As a not-for-profit member-based organization with deep roots in the forest sector, the Canadian Institute of Forestry – Institut forestier du Canada (CIF-IFC) was in a challenging position where they needed to modernize their logo and extend their visual identity without losing any of the emotional qualities connected to their long-standing heritage brand.

The Institute had outgrown their original logo, which featured an intricate design that made its use limiting and that also could not be used for certain media uses. Member feedback suggested an incredible amount of positive brand equity tied to the logo, so we aligned on a “brand refresh” opposed to the “rebrand”.

To evolve the brand we modernized the design assets that have been traditionally challenging for CIF-IFC staff to administer. By systemizing the brand with foundational brand positioning, a responsive logo suite, comprehensive visual identity guides, and branded marketing materials, we were empowered to effectively utilize the brand with increased flexibility and creativity to communicate the CIF-IFC mandate using a modern and professional look.

The logo concept is an evolution of the previous mark. Continuing with the combination of the tree icon and bilingual wordmark—the modernized approach introduces the new icon representing a tree, which contains a deciduous species on the left and a coniferous species on the right. Together they create a unique mark inclusive to the diversity of tree species integral to the Canadian forest sector.

The new icon represents a multitude of symbolisms and meanings, reinforcing the Institute’s mandate to maintain and promote the integrity of the forest sector to all peoples.

To incorporate the celebration of the organization’s promising future, the icon can also be interpreted as a microcosm of Canadian forests. The combination of a deciduous leaf and coniferous bough represent the ever-growing and innovative future of the Canadian forest sector.

A fully bilingual responsive logo suite was designed to provide extreme flexibility for all logo placement scenarios, including but not limited to: composition format, scale, colour, language, audience, file type, etc.

The modernized logo and visual identity were rolled out into a series of educational outreach and advocacy programs such as a biannual membership magazine, technical infographics, National Forest Week campaign, and social media engagement initiatives.

The updated visual identity allowed the Institute to pursue new opportunities such a redesigned website including a new e-commerce experience for members to purchase branded apparel and merchandise.

The coniferous tree has been continued and centrally framed — shining a spotlight on the foundation that has been built by generations of prior members. The “C” represents Canada, in particular, how important, integrated and central the forest sector is within the past and for the future of the nation.

An establishment mark — Est. 1908 — balances the bilingual wordmarks and proudly acknowledges the long history of professionalism and dedication the Institute has as the oldest and most trusted forest society in Canada.