It’s a brand new look for NUPGE

If you’re at the Canadian Labour Congress convention in Montréal, you’ll see something fresh from NUPGE.

It’s a new look, logo, and visual identity for the National Union of Public and General Employees. And our team is proud to help make it happen.

There’s so much we love about NUPGE. It’s a unique family of unions that serves as the national voice for its provincial components, representing 425,000 members who deliver public services of every kind.

It’s a leader in the fight to improve working conditions and protect public services for Canadians. And by uniting provincial unions, NUPGE speaks with a truly unique national perspective.

NUPGE’s previous logo was over 20 years old and felt a bit dated. The logo wasn’t capturing the real strengths of this “union of unions” or reflecting the warmth of an organization that brings people together.

To help change that, we set out on a collaborative branding process to strengthen and modernize NUPGE’s look. We listened and learned from NUPGE’s team, conducted extensive consultations and discovery sessions together, and worked in partnership to deliver the refreshed brand tools that the union needs.

Our goal? To help NUPGE look its best. We aimed to design a vibrant visual identity that better reflects a dynamic and growing national union. And we’re excited by the results.

See the new brand in action at, built by our friends at Metric Strategies.

The new logo exemplifies the sense of coming together—and working together—to build something stronger. Just like a hive or hub, NUPGE is a central resource for its components and members. And the new logo features fluid letters and colours, transforming from navy through green, to represent NUPGE’s role as a catalyst for change and to embody the union’s growing membership.

It’s a bold, contemporary wordmark. It embraces the national union’s connectiveness through letterforms, while the modern font speaks to NUPGE’s confidence and unique character. And the new colour palette is warm, welcoming, and friendly—just like the union itself.

Plus, the new tagline—Unions for Public Good—says it all. It instantly tells people that NUPGE brings unions together and works for the benefit of all Canadian workers.

This project has been a labour of love for our team. For years, we’ve worked with many of NUPGE’s provincial components to fight privatization and increase support for investments in public services. And we’re thrilled to be part of the effort to build a stronger national union.

We love building brands that speak volumes and help deliver a great message—on behalf of clients that are dedicated to making life better for people.

If you want to talk about refreshing the brand for your union or non-profit organization, give us a call. We’re always here to help!