Though Canada has never had a reputation for being a military powerhouse, officials don’t want the country to appear too wimpy when it comes to public perception.
The Canadian defense department is struggling to come up with a new logo for its armed forces, as focus groups panned recent candidates as being targeted to “sissies” and looking too much like the French flag, reports the Ottawa Citizen.
Having spent over $100,000 dollars on the effort since 2000, the Canadian government will now go back to the drawing board – again. It’s first redesign efforts failed three years ago after spending $46,000 on the project.
 Current logo ‘bland and boring’ |
According to the report, the Canadian military hasn’t been able to recruit the numbers of new members it would like using the current logo, considered by many as “bland and boring.”
Rather than releasing a new logo cold, the latest effort included using several focus groups to preview the designs. The groups met in seven different locations across Canada earlier this year.
“In the Canadian Forces (focus) groups, the perceived target audience was … soft individuals – perhaps sissies,” said a government report.
According to the Citizen, another design was slammed because it was said to resemble the French flag, sporting color blocks.
The design most preferred by the focus groups actually was designed within the defense department, but it “still requires improvement,” the government report stated.
One design, said a focus group, “implies that we just lost the war” or “death and loss,” saying its “color is drab and weary.”
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