Strategy Online: Canadian Museum for Human Rights rebrand centres on human stories

Strategy has announced Humanity Agency’s rebrand of the Canadain Museum for Human Rights.

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The Canadian Museum for Human Rights (CMHR) has unveiled a rebrand that reflects its evolution from a globally recognized architectural landmark into a living, human-centred movement for empathy, understanding, and action.

Since opening its doors over a decade ago, the Museum has become known for its stunning architecture offering a journey from darkness to light. But as the institution evolved, so too did its role. Today, the CMHR is not just a place people visit — it’s a journey that challenges perspectives, deepens understanding, and inspires people to stand up for human rights in their own lives and communities.

Developed in partnership with purpose-driven creative agency Humanity, the rebrand marks a new chapter for the Museum — one grounded in relevance, accessibility, and emotional connection at a time when conversations around human rights are more urgent and complex than ever.

“We wanted to align our visual identity with the impact we are focussed on. We know that we have a fabulous building, - and that we are also more than the iconic building that was the inspiration for our logo for the last ten years. We are a space that welcomes community, builds relationships, shares stories and creates transformational experiences. The most striking element of our new brand identity is the rays. They represent positivity and hope, and the idea that the Museum experience and the work of the Museum and our talented staff extends beyond our physical walls, radiating outward into the community around us, creating a feeling of infinite possibility.” Riva Harrison, Vice-President, Education and Public Affairs, Canadian Museum for Human Rights

When the Museum first opened in 2014, its original identity closely mirrored its architecture — iconic, literal, and place-based. Over time, however, the Museum’s impact has been shaped less by the physical form and journey it offered, and more by the stories, voices, and experiences within its walls.

The rebrand reflects this shift. It positions the CMHR as a catalyst for change, where human stories spark light, even in the darkest moments.

At the heart of the new identity is a logo inspired by the Museum’s iconic architecture, reimagined as a foundational symbol for positive change. The new mark represents not just a place, but a promise — a commitment to illuminate the human experience and inspire a more just future.

The rebrand will continue to roll out across the Museum’s physical spaces, exhibitions, digital platforms, and communications over the coming months.

A visual of the previous Canadian Museum for Human Rights logo launched in 2014, and the new Canadian Museum for Human Rights logo recently launched.