MDA
Canada’s space pioneers launch a new identity rooted in heritage and future ambition.
MDA has been at the forefront of Canadian space innovation for over 50 years, from the iconic Canadarm2 to groundbreaking robotics and satellite technology. But after years under the Maxar umbrella, the company needed to reassert its identity as Canada’s own—a proud, independent leader in aerospace. The rebrand was about more than just a new logo; it was an opportunity to honour MDA’s rich heritage while signalling its ambition for the future, positioning the company as a symbol of Canadian ingenuity on the global stage.
Services
Visual Identity
Naming
Art Direction
Merchandise Design
Environmental Design
Website Design
Inspired by Canada’s 1970s modernist era, the new identity roots MDA in its national heritage while setting the stage for what’s next. The icon—a modernist plume evoking the departure of a rocket—captures the company’s mission to push boundaries and take clients further than ever before.
The visual system is built on a grid-driven foundation, reflecting technical rigour and adaptability. Bold typography and a restrained colour palette communicate precision, while the overall design language feels dynamic and aspirational. The brand tells a story of heritage and ambition, reinforcing MDA’s position as a company that is proud of its past and clear-eyed about its future: “We’ll take you anywhere.”
Designed at Jacknife
