Canada Media Fund’s rebranding wins prestigious award

Toronto/Montréal, November 17, 2022 – In recognition of our new visual identity launched last year, the Canada Media Fund (CMF) was awarded the International Association of Business Communicators Silver Leaf Award of Merit for Brand Communication.

Over the last 12 years, the CMF has fostered, promoted, and financed Canadian content that reflects our creators' homegrown innovation and talent. Our new logo—referred to as “the spark”—symbolizes this mission. A living brand, the spark showcases ever-changing visuals to represent the astonishing variety of talent and content the CMF funds and supports. 

“Our visual identity also embodies our mission to champion equity- and sovereign-seeking storytellers across the country. Working with Indigenous Elders and Knowledge Keepers, we have proudly translated our logo into 13 Indigenous languages and dialects,” says Valerie Creighton, President and CEO, CMF.

To date, the logo has been translated in Dakota, Dene, Gwich'in, Inuvialuit, Maliseet, Mi’kmaq, Michif, Northern East Cree, Ojibwe, Oji-Cree, Plains Cree, Sḵwx̱wú7mesh Sníchim (Squamish), and Woods Cree. The languages represent content that the CMF has funded, with additional adaptations to follow.

“Our brand now reflects the power and beauty of the diversity in our country,” says Mathieu Chantelois, Executive Vice-President of Marketing and Public Affairs, CMF.

“The CMF champions Canadian storytellers of today and tomorrow,” he adds. “We crafted a brand that can adapt with the times and lead by example, and articulates our pride in amplifying the fantastic content we fund. All Canadian creators should see themselves reflected in a national organization that supports their work.”

Celebrating excellence in business communication, the annual Silver Leaf Awards program recognizes the stellar work and best practices of PR and communication professionals across the country and acknowledges the critical role they play in the success of organizations. The CMF’s rebrand was a huge undertaking and it wouldn’t have been possible without the dedication and hard work of Chantelois and his team, including André Ferreira, Maxime Ruel, Stephen Craven, Emmanuelle Petrakis, Emma Reid, and Adam Garnet Jones, former Lead of Indigenous Initiatives, as well as our agency partners at 123w, under the leadership of Jeff Harrison.

Read IABC Canada’s release here.

About the Canada Media Fund
The CMF fosters, develops, finances, and promotes the production of Canadian content and applications for all audiovisual media platforms. The CMF guides Canadian content towards a competitive global environment by fostering industry innovation, rewarding success, enabling a diversity of voice, and promoting access to content through public and private sector partnerships. The CMF receives financial contributions from the Government of Canada and Canada’s cable satellite and IPTV distributors. For more information, please visit


For more information, please contact:

André Ferreira
Senior Manager, Communications and Public Affairs
Canada Media Fund
[email protected]