New North America Initiative
project
New North America Initiative
University of Calgary
contributors
Carlo Dade
Creative strategy
Visual identity
Design:
Visual identity
Design:
Judith Lacerte
brief
The University of Calgary launched the New North America Initiative to rethink Canada–U.S.–Mexico relations through a regional and forward-looking lens. Rooted in Alberta and expanding across the Prairies, U.S. Mountain West and Southwest, the initiative brings together policy makers, researchers and industry to generate actionable insights and strengthen cross-border collaboration.
The objective was to create a bold visual identity that reflects progress, inclusivity and pragmatism while moving away from traditional top-down narratives. The system needed to support a wide range of communications from research outputs to events while remaining clear, flexible and scalable.
APPROACH
The identity is built around a dynamic symbol formed by arrows moving north south east and west. These converge into a diamond shape while revealing a letter N in negative space. The mark represents regional convergence, shared purpose and cross-border exchange.
The identity is built around a dynamic symbol formed by arrows moving north south east and west. These converge into a diamond shape while revealing a letter N in negative space. The mark represents regional convergence, shared purpose and cross-border exchange.
A clean typographic system and contemporary palette reinforce clarity and credibility. The visual language avoids traditional national symbols and instead emphasizes a grounded, bottom-up perspective. The system extends across print and digital applications with flexible logo formats and a concise toolkit to support consistent use.
OUTCOME
The identity creates a clear and cohesive presence for the initiative and positions it as a forward-looking platform for policy dialogue. It supports consistent communication across research, partnerships and events while amplifying diverse regional perspectives.
The identity creates a clear and cohesive presence for the initiative and positions it as a forward-looking platform for policy dialogue. It supports consistent communication across research, partnerships and events while amplifying diverse regional perspectives.
More than a visual system it acts as a unifying framework that connects people, ideas and regions and reinforces a new vision for North America.
