Canfor, an international corporation headquartered in Vancouver specializing in wood products, has completed a visual identity update. Founded in 1938, the company has grown over the decades into a major player in the global lumber market. Today, Canfor operates over 50 mills in Canada, the U.S., and Europe, producing sustainable lumber, pulp, and renewable energy.
The new Canfor identity maintains continuity while signaling changes within the company. In the updated logo, the spruce tree image, once placed inside the letter “O,” has been removed. The decision to drop the conifer silhouette reflects a shift in brand focus: moving away from logging toward a broader understanding of the industry, centered on modern sustainable production practices.
The shape of the mark and the oval remain nearly unchanged, preserving recognizability. The typeface has become clearer and simpler, with slightly larger letters. Readability has improved across all surfaces, from lumber products to corporate documents. Staying true to its classic red, the brand has subtly deepened the shade, creating a stronger impression.
Canfor has eliminated outdated details while retaining the core principles of its visual language. The logo now looks confident and modern. The company’s message, “Better by Nature,” expresses respect for the environment and commitment to the future.
Alongside this, Canfor has introduced its refreshed digital identity, implementing a unified style for websites, social media, and internal communications. The new corporate typeface and selected imagery help the brand appear modern and aligned with its current position in the global market.
Canfor remains true to tradition while moving forward, underscoring its status as a modern and sustainable company.
