4-H Canada Unveils Updated Brand

Shannon Benner, CEO of 4-H Canada, with two members from New Brunswick.(courtesy 4-H Canada)

4-H Canada has updated its iconic clover logo for the first time in more than 50 years. The launch and rebranding announcement was held at 4-H Canada’s annual meeting in Fredericton, N.B. on Thursday.

4-H Canada's new logo

4-H Canada’s new logo (click to enlarge)

“Today we honour our proud past and create a bright future together,” said Shannon Benner, Chief Executive Officer of 4-H Canada. “Agriculture has changed dramatically since 1913, and so has 4-H. The very pillars of the 4-H program—hands-on learning, youth leadership development, enrichment of rural communities—will now help youth meet the unique challenges and opportunities they face in our changing rural communities and in an employment sector focused on innovation and technology.”

The new look reflects recent changes in 4-H programming to offer members opportunities in areas such as science, technology and engineering, in addition to traditional livestock-based projects, noted Benner.

With a maple leaf at its centre, the new logo also symbolizes the organization’s commitment to patriotism and service to the country, explained Randy Mowat, chair of 4-H Canada’s Logo Task Force and vice chair of the 4-H Canada Foundation.

The old 4-H Canada logo

The old 4-H Canada logo

“4-H has a deeply proud history and legacy. Our work was guided by the cornerstones of honouring 4-H’s core values, respecting the heritage of the organization, and evolving our logo to reflect 4-H’s proud history and legacy while also signaling our optimism about the future,” he said.

4-H Canada has more than 24,500 members and nearly 7,700 volunteers.

In unveiling the new look, the 4-H council also highlighted a recent study by Employment and Social Development Canada that found from 2013 to 2022 there will be almost 74,000 projected job openings in Canadian agriculture, but only 49,000 projected job-seekers.

Related: 4-H Canada Celebrates 100 Years

 

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