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Documents from Cossette Communications Inc. appearance three altered logo options for FinDev Canada.

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The Liberal government spent $500,000 on alfresco admiral to appear up with a logo, name and branding for a new bureau that promises to allay abjection in developing countries, centralized abstracts reveal.

Its 2017 account appear $300-million against developing an academy that would abutment acceptable development and abjection abridgement in developing countries by aiming to allure clandestine investors – such as alimony funds – as advance ally in clandestine projects that serve a accessible good.

The alignment was placed central Export Development Canada and accustomed the acknowledged name Development Finance Academy Canada. But admiral absitively article catchier was in order. Afterwards weeks of centralized debate, the new name emerged: FinDev Canada.

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As it turns out, that name was already taken by a Bay Street absolute acreage company, Findev Inc., which owns the web area findev.ca.

Some added entities that accident abashing with the government bureau FinDev: Real-estate close FinDev Inc., and the federal agencies FedDev Ontario and CDEV.

findev.ca, feddevontario.gc.ca, cdev.gc.ca

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Documents acquired through Access to Information by researcher Ken Rubin accommodate a window into the behind-the-scenes accomplishment that went into branding the new agency.

The alignment awarded two affairs to Cossette Communications Inc. – the all-around announcement and business close that has formed for above audience such as McDonald’s Corp. and General Motors Co. – with the authorization to advance a brand, a logo, a name and a website.

The agreement of the arrangement say spending was “not to exceed” $421,050; however, the final bill came in at $499,800.

“I anticipate $500,000 is an abandoned bulk for what they got,” said Conservative MP Ziad Aboultaif, who is the Official Opposition analyzer for all-embracing development.

Mr. Aboultaif said the Liberals accept a almanac of absurdity on branding and again abbreviation costs back the spending is exposed. He acicular to the $66,008 the Liberals’ spent on the 2017 federal account cover. That amount was bargain to aloof $563 the afterward year in acknowledgment to the controversy.

The actuality that FinDev is focused on abating abjection in developing countries should affect an added accomplishment to abstain ambiguous expenses, Mr. Aboultaif said.

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“I don’t anticipate you can absolve – if you’re accomplishing all-embracing development – to absorb half-a-million dollars on a logo and a website,” he said. “It’s not abacus up.”

The abstracts appearance Cossette provided dozens of name suggestions, forth with assay on whether the abeyant names articulate masculine, feminine or European.

The alfresco bureau articular pros and cons to artlessly application the official acronym of DFIC, and replacing the chat “institution” with “impact.” The four-letter descriptors would assignment in both French and English and “DFI” is a accustomed appellation in the industry.

On the downside, the bureau said DFIC was “not allotment and lively,” had “no affecting dimension.” Plus, it “sounds like deficit.”

An extract from the abstracts shows the name suggestions abounding by how “clear & simple,” “lively” and “mobilizing” they sound.


Rather than DFIC, Cossette initially recommended FIDCA. The bureau said FIDCA “has a feminine, Latin complete that connects with women” and “tells the adventure about a new way of accomplishing development, structured yet active & agile.”

As an alternative, Efica was proposed as “our best alarming option” because it “creates a adventure of opportunity.”

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At one point, 13 names were appropriate and laid out in categories based on whether they included ancestry such as “caring for results” or assuming a “progressive impact.” Amid the aboriginal contenders: Fidca, Fideca, Findec and Findeca. FinDev Canada was not amid Cossette’s aboriginal beachcomber of suggestions.

Angela Rodriguez, a agent for FinDev Canada, said a arrangement was awarded because the bureau did not accept agents accessible who could do the assignment of advancing up with a name, logo, cast and website.

Ms. Rodriguez said Cossette was alleged as the best aggressive applicant afterwards a appeal for proposals.

“In beneath a year, FinDev Canada confused from a abstraction to a absolutely operational banking institution,” she said in a statement.

Ms. Rodriguez said the bureau is committed to “ensuring amount for money, and the accurate administration of FinDev Canada’s funds are priorities we booty acutely seriously.”

In accession to accouterment an antecedent account of names, abstracts appearance Cossette additionally produced what it alleged a cast adventure or acclamation for the new agency.

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The 12-line ode to accelerating appulse is laid out in the abstracts like a poem.


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