CHANGE OF HEART
National Canadian charity the Heart & Stroke Foundation wanted a new identity that would help it connect more deeply with Canadians and reignite passion for its cause. The graphic icons of a heart and stroke transcend Canada’s two official languages and this new look marks the first time the charity has changed its identity in more than 60 years.
Pentagram partner Paula Scher notes that in the past, the organisation’s inconsistent branding meant it wasn’t always credited for its own initiatives. With the new system, “the elements of the logo are used as a consistent framework that can anchor various divisions,” says Scher.