Canadian Value is a corporate identity project aimed to bring a new look and feel to the misrepresented Canadian company, Canadian Tire. As a result of my research, I was able to formulate an evolutionary solution for the company. I realized that the red colour, the triangular shape, and the word “Canadian” are key elements to the identity of the company and the new image had to be based on these elements. By using the word “value” I intended to shift the social perception of Canadian Tire to a broader perspective. By removing Tire from the name, the company would distance itself from being exclusively automotive related, and present itself as a company reflecting Canadian values. I also used a friendly and approachable typeface separating the two words using high contrasting colours to reinvent the previously communicated cold and industrial feel of the company.