GATINEAU, QC—Few events have a higher profile than this June’s G8 and G20 conferences in Muskoka and Toronto, respectively. When the Department of Foreign Affairs sent out solicitations for someone to design logos for the summits, Gatineau, Que.-based Kaboom Communication Design applied and won both contracts.

Kaboom took on a high-profile design project for G8 and G20 summits

Both conferences are happening at the same time, so the client “wanted something that really differentiated both looks,” says Kaboom general manager Christine Lajoie. The client wanted designs that both reflect the summit locations and Canadian identity.

The G8 Muskoka logo was inspired by the artwork of Tom Thompson who has “done a great, iconic job of representing the Muskoka region,” says art director Mathieu Robin. The Thompson-inspired tree features eight branches connected to the trunk, representing the eight countries comprising the G8, he says.

The G20 logo is a unique, modern and vibrant representation of Toronto, Robin says. Kaboom used a fragmented image to illustrate Toronto’s landmark tower. “The  perspective of seeing the CN Tower from the bottom captured the height of this massive object,” he says, as opposed to seeing it from a distance. “When it’s printed white on black it has this shimmering effect that represents city lights,” he adds.

Lajoie says the G8 logo was done ahead of schedule but the G20 project had “an extremely, extremely tight timeline.” She says they produced a client-approved logo in about two weeks, with approvals coming from as high up as the Prime Minister’s office.

This is one of the highest-profile jobs the firm has worked on, Lajoie says. The firm also designed the federal government’s Canadian Action Plan logo, for its stimulus program.

She says Kaboom has not done much self-promotion but may start now that its portfolio is padded with this prestigious work. Kaboom has been in business for 10 years and has 12 full-time staff.

Contact: Kaboom Communication Design