Erin O’Toole is making his mark as the new leader of the Conservative Party of Canada by launching the first re-design of the party’s logo and first significant brand redesign since the announcement of the then new party in late 2003.
The Conservative C has been made circular and the primary blue colour has been made darker. A lighter red maple leaf still adorns the centre of the logo but has been tilted 45° to the right. The party explains that this is reflective of O’Toole’s motto “through adversity to the stars”.
The logo and motto are evocative of O’Toole’s service in the RCAF. And friends and critics of the party were quick to point that out on twitter. Yet, it’s certain that the Conservative campaign will be highlighting O’Toole’s military service during the next election as Canadians consider the election of public servants during a national crisis.
The Conservative Party has adopted Lato, the open source sans serif font font from Google and designer Łukasz Dziedzic.
According to the style guide, the logo can also be presented in white on the primary colour backgrond.
There’s also a tertiary colour set that the party will likely use in different contexts.
Conservative branding guru Dan Robertson gave direction for the rebrand to Seasoned, a design firm. The firm’s Daniel Charron did the heavy lifing on the logo design and style.
If you’d like to download the new style guide, it’s right here.
The newly elected leader of the Conservative Party Erin O’Toole announced his picks for his House Leadership Team today. This slate of MPs will represent the Pfficial Opposition in the House of Commons. They are:
Bergen’s appointment as deputy leader is overdue. She worked diligently House leader under Rona Ambrose and Andrew Scheer and has great reviews on this work from caucus and staff alike.
Rookie MP Eric Duncan takes on a significant role as QP coordinator but it should come as no surprise as Duncan acted as Guy Lauzon’s executive assistant and Chief of Staff when the former MP was Conservative Caucus Chair. In other words, Duncan has worked on Question Period coordination for some time and brings a wealth of experience to the team.
Earlier this month, Mulroney appointee and Harper lieutenant Marjorie LeBreton announced her retirement as Government leader in the Senate. LeBreton, who is 73, will retire from the Senate in two years.
LeBreton has held the government’s line in the Senate through its problems this year; Senator Brazeau is up on sexual assault charges, while he and three other Senators are facing RCMP investigation over allowance expense irregularities.
A government official speaking about LeBreton’s retirement said, “A fully elected cabinet is an important thing right now”. This was taken by most of Ottawa to mean a deprioritization of the Senate as an institution in the executive branch of government.
However, it could also slyly mean that the Prime Minister will appoint an elected Senator to cabinet to be the government’s voice in the Upper Chamber.