The challenge
Adventure Canada has spent decades taking travelers to some of the world’s most breathtaking places. But as the company grew, its brand needed to grow too. The old logo, while meaningful, had scalability and clarity issues. On small screens, in print, or on branded gear, details got lost. The challenge? Modernize the logo while keeping the heart of the brand intact. It needed to be bold, recognizable, and flexible across everything—from ship signage to social media.
The approach
A polar bear has always been at the core of Adventure Canada’s brand. But designing one that felt strong yet welcoming, iconic yet simple took a lot of exploration. After a lot of sketches, I landed on a bear that embodies resilience and warmth, a symbol of both strength and connection.
Throughout the process, I worked closely with Vladimir to make sure the rebrand aligned with the company's vision. This wasn’t just a new logo—it was about creating a mark that felt like home to the company and its travelers. Alongside the bear, we created a custom type and introduced a new type system now used across all marketing materials, ensuring a cohesive, modern identity across every touchpoint.
The outcome
The new branding rolled out across:
Ship Signage & Expedition Materials – A unified, professional look onboard.
Marketing & Promotional Collateral – A refreshed style for brochures and ads.
Digital & Social Platforms – A cleaner, stronger presence online.
Uniforms & Branded Gear – A fresh, updated look for the team.
The response was overwhelmingly positive—from partners, travelers, and the expedition team. Many saw it as more than just a new logo—it was a symbol of Adventure Canada’s next chapter.
