Canadian Army updating branding along with operational dress

Article /Project number: 24-0024

The Canadian Army (CA) is issuing an updated camouflage pattern called Canadian Disruptive Pattern Multi-Terrain (CADPAT (MT)).

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CADPAT (MT) pictured on the right is the result of work done by scientists at Defence Research and Development Canada (DRDC) and consists of a single pattern that includes randomly placed maple leaves and performs effectively across the widest range of environments. It replaces the Temperate Woodland (upper left) and Aride Region (lower left).

The new pattern displays shades of brown and green and is a Canadian-made innovation being phased in over the next two years to replace the current Temperate Woodland (TW) and Arid Regions (AR) patterns.

CADPAT (MT) is the result of work done by scientists at Defence Research and Development Canada (DRDC) and consists of a single pattern that includes randomly placed maple leaves and performs effectively across the widest range of environments in which the CA is likely to operate. More information on CADPAT (MT) can be found in this video produced by DRDC.

Canadians recognize soldiers by their uniforms. The arrival of the new operational dress prompted the Army to revisit its branding and assess if the look and feel were still aligned with the new pattern. After discussions and internal consultations, updated branding was presented and approved by Canadian Army leadership.

The biggest change in the pattern are the colours and these will now be seen in the branding which include communications products for the public – such as videos or posters – and templates for internal presentations.

The updated branding is based on three pillars:

The Canadian Army Visual Identifier (CAVI)

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The CAVI remains the prominent feature of the Canadian Army brand but will now be available in updated colours inspired by the new camouflage.

The most prominent branding visual, the CAVI (often referred to as a “logo”) sits at the top of all products. It includes the CA badge, a crown, three maple leaves, and two crossed swords, sitting between the CA name in French and English. The CAVI will now be available in updated colours inspired by the new camouflage.

Tagline Graphic

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Canadian Army tagline “Strong. Proud. Ready.” remains the same, however, the tagline graphic has been updated to include the colours of CADPAT (MT), a modernized camouflage pattern now being introduced.

The CA’s longstanding “Strong. Proud. Ready.” tagline remains; but the visual representation of it has changed. The lettering is bolder and includes an image of a forward moving bullet.

The Canadian Army Icon

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The Canadian Army has adopted a new camouflage pattern, CADPAT (MT), which will appear in updated branding products like the graphic icon pictured as well as on new uniforms. A crop of the CA icon may be placed at the bottom left corner of products.

This is a complementary branding graphic that mimics the shades of brown and olive green in the new camouflage. It includes a maple leaf and has the same pixilated appearance as found in all CADPAT patterns. The CA Icon may be placed on the bottom left corner of visuals.

Operational readiness is at the heart of what the CA does; the branding had to reflect that. By incorporating the leaf, the colours and the pixels pulled from the operational dress, the branding is intended to serve as a visual link to the CA’s commitment to operations at home or abroad.