Nabs unveils new look for 40th

Canadian ad industry charity Nabs Canada has unveiled a new visual brand identity as part of its 40th anniversary celebrations.

The new logos were created and designed by No Fixed Address, which has been named Nabs’ agency of record for the 40th anniversary celebrations, along with the 20th anniversary of Quebec’s Bec.

The new relationship with NFA follows successful efforts by agency founder and co-CEO Dave Lafond to spearhead Nabs’ annual fundraising campaign.

“We knew we wanted to celebrate the milestone anniversaries of both Nabs and Bec this year in a very big way,” said Rosetta Heckhausen, managing director, Nabs Canada. “ It made perfect sense to continue what was already a great relationship with Dave and his team at NFA, and they’ve been crucial in helping us achieve our goal of a consistent national identity for the two charities, while still maintaining regionally relevant initiatives and support.”

Jack Latulippe, partner and CCO at NFA and Nabs Canada board director, called the impact of Nabs and Bec over the decades “immeasurable.”

The colours and fonts of the 40th branding come from the Nabs/Bec brand guidelines, so the look and feel remain consistent with the overall design system—but with a twist. “We meant to make Nabs/Bec cool and treat it as a lifestyle brand,” he said. “We were inspired by the two dots in the logo—representing humans talking to each other. From that inspiration, we created one singular shape that creates both numbers to show how intertwined they are.”

Nabs has a number of different special fundraising events and programs rolling out throughout the year, not least of which is the fundraising climb of Mount Kilimanjaro. In a Nabs newsletter earlier this week, Mark Neves, director for Nabs central, said they’ve had more than 100 people attend information sessions of the last two months.

“It is our plan to have 20 climbers from our industry summiting Mount Kilimanjaro in less than eight months time, with a tentative summit date of October 27,” he said. “We already have climbers from markets across the country including; Halifax, Toronto, Vancouver and Montreal, making this a truly national initiative.”

David Brown