Canadian Paralympic Committee unveils new brand, website, and fan-focused newsletter

Canadian Paralympic Committee

June 17, 2024

The new brand embodies CPC's dedication to creating a space for greatness by removing barriers and championing a diverse and inclusive world.

The Canadian Paralympic Committee's new brand that features unique Para movements mapped from the real movements of Para athletes

The Canadian Paralympic Committee (CPC) is thrilled to announce the launch of its revitalized brand, a newly redesigned website, and the introduction of CPC’s first-ever fan-focused newsletter CAN Crew. These exciting developments mark a significant milestone in CPC’s commitment to fostering an inclusive and vibrant Paralympic community in Canada.

The new brand embodies CPC’s dedication to creating a space for greatness by removing barriers and championing a diverse and inclusive world. This transformation was not just a superficial update; it was a comprehensive, intentional process involving extensive consultation with athletes and members of the disability community. The brand strategy aligns seamlessly with CPC’s 10-year strategic plan, underscoring its relentless, bold, vibrant, and unifying personality.

CPC partnered with Ottawa-based growth agency Differly and Vancouver-based brand agency WILL to lead this comprehensive update, ensuring every aspect of the new brand resonates with the community and the organization’s mission.

“This brand transformation represents a new era for the Canadian Paralympic Committee,” said Karen O’Neill, CEO, Canadian Paralympic Committee. “Our revitalized brand and enhanced digital presence are a testament to our unwavering commitment to inclusivity and excellence. By working closely with athletes, we’ve ensured that every aspect of our new identity reflects our core values and mission. We look forward to sharing these exciting changes with the world and continuing to redefine greatness through Paralympic sport.”

Key Highlights of the New Brand

Brand Purpose and Promise: The purpose “We exist to change the game” reflects the mission to create a new space for greatness by removing barriers and championing a vibrant and diverse world. The promise is to foster this environment together.

Brand Colours: The new palette includes red (symbolizing national pride), violet (a colour associated with disability and inclusivity), and gold (denoting strength and ambition).

Custom Font: To enhance its brand identity, CPC developed a custom font called Para Movement. This font is designed to prioritize accessibility, ensuring clear and easy readability for all users, especially those with visual impairments. By incorporating elements of movement, Para Movement not only embodies the dynamic spirit of Para sport but also reaffirms CPC’s unwavering commitment to inclusivity and excellence in all aspects of its communication.

Para Sport Signatures: Together with WILL, CPC developed eight Para sport signatures representing the dynamic movements of Canadian Para athletes. These signatures capture the essence of Para sport such as water, combat, hitting, rolling, running, sliding, throwing, and Para ice hockey.

New Website and Fan-Focused Newsletter: Alongside the reimagined brand, CPC has launched a new, highly accessible website with Hamilton-based digital agency Rain Digital. The updated site offers enhanced opportunities to spotlight athletes, sports, member organizations, corporate partners, and the rich history of the Paralympic Games. Notably, it features built-in accessibility preferences to ensure a seamless experience for all users.

CPC is also introducing CAN Crew, its first-ever fan-focused newsletter. Sign-ups for the newsletter began in May to mark 100 days to the Paris 2024 Paralympic Games, and CAN Crew will now fully launch alongside the new website. This monthly newsletter will provide engaging athlete stories, updates on the Games, and more, connecting fans with the heart of the Paralympic Movement.

“Our team is incredibly excited to bring this new brand to life,” said Erin Blaskie, Director of Marketing & Communications, Canadian Paralympic Committee. “We can’t wait to celebrate these changes with everyone in our community and see how this vibrant new identity will energize and unify us all. This is just the beginning of an amazing journey, and we look forward to the future with great anticipation.”

As these achievements are celebrated, CPC is excited to share a glimpse of what’s next, including an upcoming campaign to bring the new brand to life, a dynamic fundraising initiative, and a special celebration on July 9 marking 50 days until the Paralympic Games.

This brand transformation, new website, and fan-focused newsletter are significant steps forward in CPC’s mission to create a disability-inclusive world through the power of Paralympic sport. CPC invites everyone to join this journey, celebrate Para sport, and be part of the change. For more information on the new brand, visit

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