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Dairy Farmers of Canada unveils its new logo

Published on 30 December 2016

Dairy Farmers of Canada (DFC) unveiled its new organizational logo during a press conference held in Ottawa in November.

The new logo symbolizes Dairy Farmers of Canada the organization, representing Canadian dairy farmers who believe in the power of dairy to give Canada a healthier future.

A slightly different logo that reads “Quality Milk” will be used as a certification mark of origin for 100% Canadian milk and Canadian dairy products.

The new logo will heighten consumer awareness of both Canadian dairy farmers and Canadian quality milk, and is part of DFC’s new brand conviction, which will bring most of DFC’s numerous programs under one umbrella.

While the 100% Canadian milk blue cow symbol has been in the marketplace for several decades to represent dairy products of Canadian origin, its use had been extended over time to stand for dairy farmers generally. DFC research clearly indicated that it needed to be revisited and enhanced.

Canadians want Canadian quality milk, which is produced following farming best practices by dairy farmers who have animal welfare, environmental protection and Canadian families’ health and well-being at heart.

The new organizational logo, and its complementary certification of origin logo, have been designed to be eye-catching, easier to understand, to create a stronger brand identity and to leverage the positive relationship farmers have with consumers.

In revamping its organizational logo and certification mark of origin logo, DFC kept what consumers loved about the 100% Canadian milk blue cow symbol, the cow, the maple leaf and the rich blue colour – and used those as inspiration.

The new logos portray the dairy industry in a more accurate way – a real cow that inspires confidence and the professionalism of a proud industry.

The standing cow was inspired by the simple, natural purity of milk. It stands proudly forward-looking, bearing the Canadian maple leaf prominently. The box the cow stands on can represent different kinds of farmground and bedding, and gives the sense of an honest product.

The bright blue, which is slightly lighter than the former logo, is optimistic and speaks to freshness. The mark balances a sense of power and purpose with a feeling of being real and authentic.

The logos represent the farming community, their pride and commitment to the animals they raise and care for, and the natural healthy products they provide Canadians.

The words “Dairy Farmers of Canada” are included on the organizational logo, whereas the certification of origin logo will be differentiated with the words “Quality Milk.” The 100% Canadian milk blue cow and the Quality Milk certification of origin logos will co-exist during the transition period.

During the press conference, a video stating the reasons why DFC chose to shift towards a master brand approach was presented. The video, which garnered more than 30,000 views in just three days, can be accessed through the organization’s Facebook page.

A well-attended cocktail party was held on the evening of the event to celebrate DFC’s stepping into a new era. Guests included board members, MPs and staffers, industry stakeholders as well as DFC staff.  end mark

Dairy Farmers of Canada
Founded in 1934, Dairy Farmers of Canada (DFC) is the national organization which defends the interests of Canadian dairy farmers and strives to create favourable conditions for the Canadian dairy industry.

Working in accordance with supply management principles, DFC promotes safe, high quality, sustainable and nutritious Canadian dairy products made from 100% Canadian milk through various marketing, nutrition, policy and lobbying initiatives.

Driven by a strong sense of community and pride, DFC and Canadian dairy farmers actively support a number of local and national activities. Visit dairyfarmers.ca for more information.

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