The CASLPA Logo

 

When CASLPA undertook it's membership survey in 2001, our members made it clear that there was a need to improve the image of the association. Given this feedback, the Board and staff made a commitment to refreshing our overall branding. This included redefining the organization's promise, or positioning statement - as represented by the new Vision and Mission statements - developing a logo that fits, an image that reflects and defines our words and then finally, incorporating all this into newly designed association publications.

We consider this an extremely important exercise. A stronger brand can make it easier to expand our support base, to attract both members and funding. More importantly, a strong and identifiable brand helps an organization retain sight of its true identity and purpose.

In embarking on our logo re-design, a decision was made to move away from the trendy purple colour scheme and there was a strong desire to come up with something bold that would give new vitality to our publications. Both these decisions were supported with favourable member responses to an on-line Communication's Audit. The Executive Committee was then consulted and they recommended maintaining aspects of the maple leaf and the sound wave. We also had to come up with a design that would be easily re-produced in either one or two colours and would allow bilingual representation.

The logo we arrived at depicts both the reception of sound waves - hearing, and the transmission of sound waves - speech and language. These rings of speech and sound are offset slightly, one set of waves placed higher than the other to mirror the position of a human ear and mouth. To maintain the look and feel of a strong Canadian, national association, we utilized a maple leaf moving up through the centre of the two sound waves thus creating an uplifting movement that translates into a proud and positive image. There are two options for the bilingual text presentation - in stacked text or in one line.

Finally, this logo represents a return to our roots by incorporating the traditional blue colour scheme the organization utilized for most of its first 30 years.

Click here for a history of the evolution of the CASLPA logo

We are tremendously pleased with the final product and are very proud to unveil our new logo as well as a new design for Communiqué, our corporate identity and other association publications. CASLPA now has a clean, stylish, new look, one that will have lasting appeal for years to come. As we celebrate 40 years of history in 2004, we also celebrate a re-birth - a new CASLPA, and rather than just reflecting on the past we are embracing a bright new future. We truly hope that you too will embrace this new look and direction as we forge ahead with renewed commitment towards representation of the professions, delivery of service and a pledge to achieving the highest possible standards for you, our members.