Canadian Geoparks Network

Brand identity & graphic design
People stand near large, rocky sea stacks topped with trees at Hopewell Rocks on a sandy beach, with partly cloudy skies above and cliffs covered in greenery on the left.
Project Type:
  • Brand identity
  • Graphic design
  • Strategy
Sector:
  • Human Development
  • Indigenous Priorities

As of 2023, there are 195 geologically unique sites around the world designated by the United Nations Educational, Scientific and Cultural Organization (UNESCO) as Global Geoparks. The Canadian Geoparks Network (CGN) was formed in 2009 to coordinate and streamline applications from Canada to join the already five successful Canadian Geoparks. To better serve its current and aspiring members, and to support the communities in and around Canadian UNESCO Geoparks, the CGN needed to develop a new visual identity and brand.

Spruce met with key CGN team members to better understand their work and vision. We created a brand strategy that outlined the organization’s value proposition, target audiences and long-term branding goals, and we positioned CGN as Canadian Geopark champion. Their new logo represents a connected span of natural elements across Canada and illustrates the fundamental relationship between land and community, while recognizing Indigenous Peoples as the first peoples on this land. This branding informed the new CGN website which built on their efforts to increase the success of each Canadian Geopark, inspire pride in communities and nurture aspiring Geoparks.

An open brand guidelines booklet showing Canadian Geoparks Network logos, color palettes with codes, typography styles, logo variations, print and web usage, and minimum size requirements for logo display.
Three horizontal panels: top shows teepees, a campfire, and a person in a forest; middle shows hikers and totem poles on a wooded trail; bottom shows a kayaker near a whale and an ammonite fossil, with abstract graphic accents.
A hiker with trekking poles stands on rocks by a calm lake, surrounded by snow-capped mountains and pine trees under a blue sky. Text reads unearth wonder. with the Canadian Geoparks Network logo in the corner.
A person with a denim jacket carries a canvas tote bag with the Canadian Geoparks Network logo. Beside them, a black water bottle also displays the same colorful logo on a plain background.

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info@sprucecreative.ca
(613) 482-0603
200-145 Spruce Street
Ottawa, ON K1R 6P1