Canada’s iconic red colour is about to get a makeover, so to speak, if Canadian paint maker Dulux has anything to say about it.
The vibrant hue that adorns our flag, national sports teams and a growing number of “Made in Canada” labels has a less-than-inspiring name designated in federal government literature: Federal Identity Program Red.
Dulux thinks it’s time to change that. With a recent survey showing Canadian patriotism is at an all-time high due to developments south of the border, the company says in a release, now is the time to roll out the red carpet for Canada’s national colour.
“Canada’s iconic red is bold and inspiring, yet many people would be surprised to know that its official name is Federal Identity Program (FIP) Red,” explains Mitsu Dhawan, brand manager for Dulux.
“As experts in colour and colour naming, we at Dulux propose a name change — one that all Canadians can be proud of. So, we’re turning to Canadians from coast to coast to help select a more fitting name that best reflects our national spirit and culture.”
Dulux has launched a “Rename The Red” campaign, urging Canadians to vote for their top choice for Canada’s legendary colour from a selection of curated options. Choices include names such as True North Red, Autumn Maple and Lumberjacket Red.
Once the top name has been chosen, Dhawan says Dulux plans to “cut the red tape” and organize a petition calling on the federal government to make the change.
“What better time to help boost our national pride?” asks Dhawan, explaining that while fun in nature, the campaign is intended to affect real change.
“Maple syrup has ‘liquid gold,’ our dollar has the ‘loonie,’ and it is our hope that soon our country’s most famous colour will have a more fitting name,” Dhawan says.
Voting is open until July 19. To cast a ballot for your favourite red, visit dulux.ca/diy/canadared or your local Dulux Paints store.