“Thanks for your work on creating our successful new identity. North West has many new ideas and ventures taking hold and our new identity perfectly reflects this enterprising spirit.”
Edward S. Kennedy
President & CEO,
The North West Company
History Revisited
The North West Company (NWC) kicked off its 20th anniversary year with the launch of a new corporate identity designed by Circle. NWC is one of Canada’s most successful independent retailers, with over 200 stores across northern and western Canada and Alaska. In a NWC press release, President and CEO Edward Kennedy stated the following: “Our new identity, pictured here, is a strong, vivid symbol of today’s North West Company. It demonstrates our teamwork, our energy, and our purpose. Yes, the voyageur canoe and the paddlers speak to our heritage, but it is a heritage that is much more than a memory of historic events. Indeed, we are the living, thriving successors to a continuous line of enterprising merchants that began in 1668! Very few organizations in the world can make that statement, and we are one of them!”
In addition to the primary corporate signature (featuring paddling voyageurs and a distinctive logotype), Circle also developed identifier variations including a monogram and a motto to reflect NWC’s history and enterprising spirit. A carefully considered visual palette of corporate colours and typefaces along with comprehensive identity guidleines help ensure consistency and cohesiveness in the identity roll-out and maintenance of the Company’s corporate image.
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