The Centre for Canadiens of African Descent
THE CHALLENGE The Centre for Canadians of African Descent (CCAD) is a revival of the former Negro Community Centre (NCC), which once served as a vital resource for Montreal’s Black community, welcoming notable figures like Nelson Mandela and Oscar Peterson. The NCC ceased its operations in the early 1990s and was ultimately demolished in 2014. CCAD aims to restore and uphold the legacy of the NCC by transforming it into a contemporary version of its former self. However, the organization struggled with the clarity and vision necessary to reestablish itself under the new name, as well as to regain confidence in the center following its previous difficulties within the community.
THE SOLUTION Six Cinquième assisted the CCAD team in articulating and aligning the organization's vision for the future, along with creating a brand identity that would enable them to realize this new vision. The logo emphasizes the uniqueness and complexity of the Black Canadian experience, showcasing that Black Canadians come from varied backgrounds and possess rich cultural identities, while still being unified by their shared experiences of living as Black individuals in Canada.
The design elements featured in the “C” and “A” celebrate and underscore the multifaceted nature of having both Canadian and African heritage, which serves to both unite and distinguish us. Additionally, the logo incorporates patterns reminiscent of modern interpretations of traditional African prints, bridging the past with the future.
THE OUTCOME Following the launch of the new branding and the process of clarifying the organization's vision, CCAD was able to mobilize and positively impact the city's decision to acquire the historic site of the original NCC, which had been poised for redevelopment into condominiums by private developers. This achievement has instilled new hope for the future of the community center, and the CCAD continues its dedication to preserving the NCC's legacy.