The Alliance Canada Rebrand

Date: 2020-2021
Rebranding The Christian and Missionary Alliance as The Alliance Canada.

Evolution of the rebrand

The Alliance was started in the United States by a Canadian pastor. The logomark has evolved numerous times since its inception in the 1890s. The fourfold symbol, the iconography the Alliance uses as its distinctive identity, has been established since the beginning of the movement.

1980's C&MA logo

1890's Logo

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Early Logo, Date Unknown

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1960's Logo

1970s C&MA logo

1970's Logo

The Canadian movement became autonomous in the 1980s when it assumed its own visual identity. The U.S. mark was rebranded in the 1990s but the Canadian mark hasn't strayed much from the 1970s iteration.

The brand I inherited

The logo from  approximately 2015-2018. The colour and text have changed over the years, but the symbol hasn't been changed. I wanted to preserve the historical imagery, but that alignment bothered me. A lot.

The Christian and Missionary Alliance in Canada logo from 2015-2018

Small changes in 2018 and 2021

My main goals in both sets of updates were to create a better sense of balance, spacing, and weight. For the 2021 update, I adjusted the weight of the strokes to create a better sense of optical balance.

Original

2015 Alliance Logo

2018

2018 Alliance Logo

2021

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Comparison

The logo evolution from 2015-2021

The Alliance Canada logos overlaid as to show the changes.

The new name is easier to read and less of a mouthful to say

We changed the branding to "The Alliance Canada" because most people inside the organization already referred to themselves as the Alliance. Where ever the logo appeared, the text was either too long or too stringy the logo was small. 

The Alliance Canada Logo 2021
The Alliance Canada Logo 2021

Logo Typography

I chose Freight Sans but slightly modified the lower case "a." The font felt friendly, professional, and worked well on screens. I liked how the font had a mixture of angles and curves that paired well with the fourfold logo.

Alliance Canada typography process. Text reads: Mixture of straight lines, angled lines, and curves like the four fold iconography. Two-story a is traditional and more recognizeable than a single story a at small sizes. Ascenders surpass cap height. Short cap height. Tall x-height helps readability. Title Case feels more friendly. Curved terminals. The angles, curves, and variation feels more human and friendly.

Brand Guidelines

We changed the branding to "The Alliance Canada" because most people inside the organization already referred to themselves as the Alliance. Where ever the logo appeared, the text was either too long or too stringy the logo was small. 

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