Meet the new IAP2 Canada! Our revitalized look and feel includes a unique logo and new graphic elements that make us allow us to stand up for what we believe in. It is more than just a design – through our new look and narrative, we strive to strengthen our P2 culture, provide a sense of community, differentiate us from others, and connect people to the IAP2 Canada community of practices.
As Canadians seek greater and more meaningful opportunities to be involved in the decisions that affect them, IAP2 Canada is a community for public participation advocates to connect, learn from, and support each other.
– IAP2 Canada
With this brand narrative, the Marketing and Communications Committee began creating a communications strategy and implementation plan in spring 2017, ensuring that the plan responded to member feedback, IAP2 Canada organizational needs and the needs of the P2 profession.
The Message: The plan’s implementation started with building IAP2 Canada’s brand messaging to base all marketing and communications decisions. A consultant led the committee through the messaging structure and development. Six messages were tested for emotional reaction and comparative ranking through a survey sent to over 40 stakeholders including IAP2 Canada Board – chairs of committees – trainers – CP3s – chapter liaison committee – staff – communications committee – and other external allied professions.
Results: The overwhelming favourite when asked which of the six messages inspired, was “Inspiring better decisions together”. Thanks to AIP2 for the translation, “Ensemble pour des décisions éclairées”.
The Logo: The committee used the brand narrative and the branding message, to translate into logo options. Four logo treatments were tested for emotional reaction and comparative ranking through a survey sent to over 40 stakeholders who participated in the message test. In this way, the logo was co-designed by our own members.
Results: The emotional responses, “circle, collaborative, energized, inspired” confirmed the logo.
Our logo is the most visible graphic element of our brand. It unifies us and signals to the market who we are and what we stand for.
During the process, we identified the colours as reflective of IAP2 Canada’s guiding principles. The colour purple relates to knowledge-sharing (collaboration, inclusivity), while orange promotes enthusiasm for P2 practice (passionate).
The Committee conducted intense research and analysis during the strategy plan, resulting in three pillars:
WE ARE A COMMUNITY – IAP2 offers connections to other practitioners across Canada and around the world who are trying to advance the same important work.
WE ARE CREDIBLE – IAP2 is the recognized international leader in public participation.
WE ARE CHAMPIONS – We are champions of meaningful public participation in decision making, across Canada and beyond.
In the coming weeks, you will see our new brand pop up emerge on the website, printed materials, social media, chapter logos – everything visual for IAP2 Canada. This is our IAP2 community that inspires better decisions together.
We know that our brand is more than just a logo and visual identity – it also resides in our members. You remain our biggest ambassadors of our organizational brand. Join us in celebrating this major milestone for the organization. Stand up for what you believe in!