The old logo represented the same fair and balanced approach they had always done, with the stars representing the border provinces and states and a graphic of the bodies of water. But they wanted to face the public with a renewed energy and, more importantly, a “Great Lakes” logo that hadn’t been done before.
The new logo we developed kept the same spirit in which the original did. We wanted it to be subtly inclusive of both sides of the border and all the municipalities they represent — nine in total. They were also known by Great Lakes by short. So we took all of those and developed this new logo mark.