Launching a brand-new seven-year international solidarity program—a joint initiative of the Inter-Council Network and Global Affairs Canada—to support community-led international cooperation supported by Canadian small and medium organizations requires agile communication. Through our communication approach we will be highlighting SMOs, international partners and their projects.
To promote the reach of the Canada LIFTs funding and learning program—designed to support transformative, community-led international cooperation—we needed a logo that reflects this innovation and the values embodied by the program: anti-racism, decolonization, and feminism. Questions arose before the launch of the funding intakes. How could we integrate the various funding streams (Catalyst, Momentum, and Together) into our communications? Would a single logo suffice? What brand image did we want to convey?
After several phases of ideation and reflection with a branding design specialist, we were able to find the inspiration we needed. Through an analysis of the program’s unique approach—support for leadership, the power of partnership beyond hierarchy, and growth rather than control—shapes and colors emerged. Slogans came to life. “We don’t lead from above. We walk alongside others.” Canada LIFTs will be a space to learn from one another, in real time. A unique opportunity to adapt and open up to on-the-ground realities in the Global South. A networking opportunity that extends beyond the $8.5 million in global funding through 2032 across the world. In short: Canada LIFTs is more than just a program. It is a shared journey of learning, trust, and transformation. A way to help us move forward together.
Inspired by these elements, our designer proposed a multicolored, multifaceted logo that embodies three core values: community-led, positive, and transformative. An identity composed of diverse elements that evolve together and rise from a common foundation. Composed of a series of circles that vary in size, color, and placement, the logo symbolizes a network committed to international cooperation, whose relationships generate an upward momentum. This movement is neither imposed nor linear; it is emergent, collective, and constantly evolving.
The logo for the Canada’s LIFT program incorporates six dimensions: collective action, a diversity of actors, shared growth, dynamic relationships, progress over time, and transformation. And a palette of vibrant, vivid colors—orange, purple, deep pink, and others— each standing on its own yet connected to the others to form a cohesive whole.
A powerful image that can resonate with all audiences through an international message: major changes and transformations arise from solid, stable foundations. The Canada LIFTs team invites you to share your thoughts on the logo and its meaning.