| Title | Innocence Canada Logo |
| Agency | Forsman & Bodenfors Toronto |
| Campaign | Innocence Canada Logo |
| Advertiser | Innocence Canada |
| Brand | Innocence Canada |
| Posted | August 2017 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | The process of overturning a wrongful conviction can take up to 10 years. Each one is a monumental victory for the wrongly convicted individual and for Innocence Canada. These infrequent victories are the reason the brand exists, so the idea was to create a logo that would celebrate each and every one. Prison tallies, or hashmarks, are a familiar means of counting time spent in prison. Innocence Canada’s logo is an ever-evolving measure of freedom. |
| Problem | The process of overturning a wrongful conviction can take up to 10 years of work. Each one is a monumental victory for the wrongly convicted individual and for Innocence Canada. These infrequent victories are the reason the brand exists so we decided to create a logo that would celebrate each and every one. Prison tallies, or hashmarks, are a familiar means of counting time spent in prison. Innocence Canada’s exonerees counted a combined 190 years. Our idea was for them to make one last tally – one that would measure freedom. This would form a new dynamic logo that brings the individual exonerees to the forefront of the brand. |
| Media Type | Digital |
| Length | |
| Creative Director | Matt Hassell |
| Creative Director | Laura Kim |
| Copywriter | Kate Thorneloe |
| Art Director | Jess Carter |
| Photographer | David Quach |
| Director | David Quach |
| Agency Producer | Nick Hutcheson |
| Agency Producer | Lauren Sharpe |
| Graphic Designer | John Forbes |