The Canadian Marketing Association (CMA) has unveiled its first brand refresh since 2005 with a retro-inspired design that nods to the organization’s 60th anniversary.

Developed in partnership with LG2, the new logo is constructed using three chevrons that combine to form a stylized maple leaf with an “M” at its centre. The design recalls the CMA’s founding year and references the 1967 modernist aesthetic popularized by Julien Hébert’s Expo 67 logo.

Image courtesy of the CMA

“It was important that our brand reflect a nod to our proud Canadian identity as well as the year that our association was founded,” the CMA’s chief marketing and diversity officer, Barry Alexander, tells strategy. “The design communicates our focus on our three pillars of standards, influence and community, which are pivotal in our programs.”

The new visual identity is rolling out across corporate assets, social media, email and digital channels, along with new trophy designs for the CMA Awards.

Headquartered in Toronto, the CMA is a non-profit community that represents more than 400 companies across the country and serves as their primary advocate in dealings with governments, regulators and stakeholders.