When the Canadian Museum for Human Rights first opened, its original logo was a literal reflection of its architecture — iconic and recognizable, but rooted in a moment when the Museum’s inner identity was still taking shape. It was a brand defined by place, not yet by purpose.

Ten years later, the Museum had evolved. The rebrand reflects that transformation — from a building to a catalyst for change. From a space you visit, to a movement you feel part of.

At the centre of the new identity is a logo that embodies this shift. It positions the Museum as a space where human stories spark light, even in the darkest moments. The mark symbolizes a foundation of empathy, education, and empowerment — the core of the Museum’s mission. More than a marker of place, it serves as a promise: to illuminate the human experience and inspire positive action.

Drawing directly from the building’s iconic glass and stone forms, the new identity transforms them into radiating rays of light — a visual metaphor for the Museum’s role in amplifying human rights around the world.

Each element of the logo connects back to two key semiotic themes. Defiant is expressed through the sharpness of the rays, in both positive and negative space, suggesting strength, clarity, and resilience. Light becomes symbolic of resistance — a force that shines through adversity. Connective is expressed through a single point of origin, with rays extending outward in multiple directions, representing a shared human experience and the many paths that emerge from it.

Together, these dual energies — connective and defiant — create a dynamic mark that reflects what it means to stand up for what’s right, together.

Beyond the logo, a purposeful colour system extends the Museum’s story across every touchpoint. Each hue reflects a thematic area, from Indigenous rights to sustainability, expressing both the emotional depth and global diversity of human rights.