A report prepared for the Department of Canadian Heritage found Canadians want a logo to reflect pride, celebration, unity, youth and multiculturalism.
TNS Canadian Facts Inc. was paid about $40,000 to survey people in Montreal, Mississauga, Ontario, and Chilliwack, British Columbia, as to their reaction to various concept logos, the Canadian Broadcasting Corp. reported Tuesday.
The survey found no clear winner but Canadians consistently favored certain features, such as a maple leaf, the CBC said.
One version of a maple leaf on a blue circular background came across as modern and clean, but some thought it looked too much like a hockey puck. Another, featuring a shield, gave some people a sense of strength, security and pride, but others thought it implied aggression and militarism.
A simple red-and-white maple leaf drew praise for its Canadian feel, but came across to some as bland and not modern enough. One with fireworks appealed to test subjects for its celebratory nature but was panned by some for looking too much like a promotion for a theme park.