As a sub-brand of Destination Canada (DC), the Canada Specialist Program (CSP) was in need of a refresh to more strongly align with rest of the DC brand family. CSP works directly with overseas travel companies to develop and see Canada as a vacation destination. It acts as an educational tool, shaping travel agents into experts in Canadian experiences.
The logo design was kept simple and iconic: the arrow signifies moving and travelling, how to get there; and, by pointing at the solid dot, it means you’ve arrived. Then the cycle starts all over again to keep your CSP knowledge refreshed.