Canadian Geoparks Network

Brand identity & graphic design

Project Type:

  • Brand identity
  • Graphic design
  • Strategy


  • Tourism

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.