MONTREAL, June 7, 2013 /CNW Telbec/ - Radio-Canada wishes to correct
information contained in press releases issued yesterday by the
Canadian Union of Public Employees (CUPE) and the "Syndicat des
communications de Radio-Canada" (SCRC) following the announcement of a
rebranding exercise involving Radio-Canada's platforms.
First, Radio-Canada is not changing names. The organization is and will
remain Radio-Canada. We are immensely proud of that name and its
CBC/Radio-Canada has been undergoing a process of transformation and
modernization for many years. Our mediascape is rapidly evolving,
driven by the proliferation of TV specialty channels and the rise of
digital platforms such as the web and mobile apps. It is in this
context that a consistent brand identity - a common denominator for all
Radio-Canada platforms - was needed. To do this, we turned to the term
"ICI", which has been used in conjunction with Radio-Canada for over 75
years and is inextricably linked to our identity.
We are also aware of the financial challenges we face as well as the
importance of living within our means. That's why almost all the
creative work associated with this rebranding exercise was done
in-house by dozens of employees who contributed to the process from
across the Corporation, be it in Montreal, Matane or Winnipeg.
Furthermore, the advertising portion of this campaign will be done
almost exclusively on Radio-Canada platforms and on our own properties.
From this perspective, we find that the $400,000 which was paid to two
private firms is a reasonable figure. The expertise they provided
helped our teams develop the brand architecture, related logos and
on-air graphics of Radio-Canada's ten platforms, and ensured a coherent
approach to our visual identity and advertising campaign.
Finally, the modernisation of CBC/Radio-Canada is a long term project
affecting every aspect of the Corporation which transcends any one
campaign. We have been heartened by the pride our employees have
expressed in their public broadcaster, its name and its heritage.
Though this week's launch did not have the impact we would have liked,
we are confident that our approach is the right one and that our
audiences will appreciate the new experience we are providing.
The following graphics show the planned evolution of our brands:
PDF available at: http://stream1.newswire.ca/media/2013/06/07/20130607_C6519_DOC_EN_27760.pdf
SOURCE: Canadian Broadcasting Corporation
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