As an independent, national organization, the Canadian Centre for Ethics in Sport (CCES) plays a critical role in advocating for clean, fair, and ethical sport. Beyond its well-known anti-doping initiatives, CCES fosters national conversations on integrity, inclusion, and athlete well-being.
To reinforce its authority as a thought leader in Canadian sport, CCES needed a brand that truly reflected its mission. Persona was engaged to redefine its identity, creating a bold, dynamic, and outspoken presence that would resonate with athletes, officials, coaches, and the wider sports community.
The new identity needed to go beyond compliance and regulation—it had to capture the passion, energy, and dialogue that drive CCES’s advocacy work. Through an in-depth strategy process, we repositioned CCES as an influential force in shaping the ethical landscape of Canadian sport, reinforcing its role as more than just an enforcement body.
The refreshed brand speaks with confidence and conviction, reflecting the multitude of voices that shape the future of sport in Canada.
The new visual and verbal identity channels the energy of athleticism, discussion, and change. Designed to be bold, dynamic, and highly recognizable, the system gives CCES a stronger platform to lead national conversations on fair play, diversity, and ethical leadership in sport.
With a refined logo and outspoken messaging, the brand system amplifies CCES’s mission—ensuring its voice is not only heard but felt across Canada’s sports community.
"The new logo celebrates the multitude of voices that come together around sport, capturing the energy of open dialogue and the multicultural landscape of Canada."
