We designed a logo comprised of four elements: a ship; Polaris – the North Star; the Canadian maple leaf; and waves forming the wake. Because the marine sector is a diverse industry, we created a simplified ship silhouette that was designed to be inclusive of all marine vessels such as coast guards, ferries, and commercial, research and military ships.
We included Polaris to honour the history of seafaring when early navigators used the star – an unmoving landmark in the sky – to direct them across the seas. It also serves as a symbol of the way members will confidently navigate the industry, knowing that CMISA is there to guide and assist.
The mounting waves add dimension and represent the opportunity to build, support, sustain and shape the thriving and developing marine and shipbuilding industry.
Finally, the maple leaf was a clear choice to represent the significant benefit the marine industry brings to the country’s economy and decidedly communicate the organization's jurisdiction. We employed it using negative space to create a backdrop for the ship illustration.
In addition to CMISA’s logo, we created a versatile and engaging motif pattern that could easily translate to many different pieces of future collateral; an alternating pattern of the logo and Polaris atop an expanse of deep navy blue, unifying and strengthening the brand in a bold, visually appealing manner. The motif was applied to many current CMISA communications materials, including business cards, letterhead and envelopes and strengthen branding and provide a cohesive approach.