Spark Courage: The Canada Media Fund reveals new visual identity

Toronto, January 27, 2021 – After last year celebrating its tenth anniversary, the Canada Media Fund (CMF) today unveils a new visual identity that signals significant changes underway as the organization inspires, supports and embraces change and inclusion. Learn more.

Over the last decade, the CMF has fostered, promoted, and financed Canadian content that reflects our creators' innovation and talent. The new logo—referred to as “the spark”— symbolises this mission. Images within the spark showcase ever-changing visuals —a scene from a hit program, the image of a revered Indigenous artist, a much-loved animated character, a popular video game, each representing wide-ranging content the CMF supports and invests in.

The rebrand breaks new ground as the CMF embeds the translation of 12 Indigenous languages and dialects to its brand identity. These are languages of content funded by the CMF, including Dene, Gwich'in, Inuvialuit, Maliseet, Mi’kmaq, Michif, Northern East Cree, Ojibwe, Oji-Cree, Plains Cree, Sḵwx̱wú7mesh Sníchim (Squamish) Woods Cree, with additional adaptations to follow.

“The CMF champions Canadian storytellers of today and tomorrow,” says Valerie Creighton, President and CEO, CMF. “We crafted a brand that can adapt with the times and lead by example. The new brand identity articulates our pride in amplifying the fantastic content we fund, including underrepresented perspectives in our industry. All Canadian creators should see themselves reflected in a national organization that supports their work.”

“We want to spark conversation, spark debate, spark innovation, spark change—but that takes courage,” says Mathieu Chantelois, VP Communications and Promotions, CMF. “Not only on the part of storytellers, but on the part of us, as an organization.”

Reinventing its visual identity is the tip of the iceberg. In consultation with industry and community members over the next year, the CMF will be reimagining the role it plays in amplifying Canadian content and showcasing talent.

The CMF’s reinvention is about building a legacy that Creighton is proud to stand behind. “We celebrate and support Canada’s talent and innovation. We invest in the incredible shows and experiences created here, viewed and experienced by Canadians and audiences worldwide. Over the next few months, I invite you to join me as we discover, together, the best way forward for the industry and collectively select the right tools to rebuild in the post-pandemic environment.”

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.

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For more information, please contact:

André Ferreira
Senior Communications Manager
Canada Media Fund
[email protected]