Advisory Vote - The Chestnut Accord

1. Which of the options do you prefer for the name?
VOTE / COMMENTS

2. Which of the options do you prefer for the slogan?
VOTE / COMMENTS

3. Do you agree with the proposed brand-identifiers as presented and
for use as appropriate “guide” words in the development of a new logo?
VOTE / COMMENTS

4. Do you agree with the proposed vision/mission as presented?
VOTE / COMMENTS

5. Do you agree with the proposed value proposition as presented?
VOTE / COMMENTS

Background

In 2006, the membership asked the National Executive and Board of Directors of the Canadian Institute of Forestry/Institut Forestier du Canada (CIF/IFC) to begin a process that would gather member input on how to move forward, grow, strengthen, rejuvenate and re-brand the organization for its next 100 years. For the past two years, “ThinkChange Sessions” have been held at Section meetings across Canada to gather this input. This report is a summary of the input received from the membership and provides recommendations for the future direction of the CIF/IFC.

ThinkChange – National Themes

Several National themes emerged from the ThinkChange sessions:

• Members first: social and professional network, annual conference
• A tradition for 100 years: proud of our history
• Larger forest stewardship role
• Public and professional advocacy—increasing awareness about forest professionals and careers, raising public profile of our
organization (local, regional, national and international)
• Influence policy through effective communication with media and partners
• Public education, raise awareness of forests
• Continuing education/professional development (competency)
• Extension and application of scientific research

Organization Name

There is widespread concern among our members that the word “forestry” is perceived as negative, related to forest destruction and synonymous with logging. Some members also feel that “institute” is an outdated word. Special Note: From 1908 to 1950 the organization went by the name “The Canadian Society of Forest Engineers.” In 1950 the name was changed to “The Canadian Institute of Forestry.”

Slogan

Logo

A new logo will be developed when a new name is agreed upon—the logo will convey celebration, pride and passion for forests, and incorporate a new name (if one is selected).

Brand Identifiers for new logo

Responsive, accountable, knowledgeable, exciting, engaging, tradition, proud, dedicated, professional, community, networking, communication, voice, friendship, camaraderie, science, technology, career, students, nature, conservation, management, multidisciplinary,
Canadian, International, ecology, spirit, future, cities to wildlands, coast to coast, inclusive, open, advocate, education, legacy, intrinsic, values, vibrant, modern, social, grassroots.

Vision/Mission

The Canadian Institute of Forestry/Institut forestier du Canada is one of Canada’s oldest and most respected forest conservation organizations. CIF/IFC members work in government, industry, and academia, and include foresters, technicians, biologists, ecologists, educators, economists and many individuals with an interest and passion for our forests and the complex ecosystems that they support. Our members are dedicated to sound forest stewardship and sustainability across Canada and throughout the world. The CIF/IFC is a vibrant and modern national network for all types of forest professionals; communicating and facilitating the application of new or improved forest science into practice, strongly promoting continuing education and professional development opportunities, and advocating for long-term wise use of forest resources for the many ecological, social and economic benefits that forests and trees provide. Forest professionals ensure public and private landowner forest objectives are met and are involved in the development of forest policy at national, provincial and local scales.

*Our new vision encompasses our mission, our values, our beliefs and who we are.

Value Proposition

As stewards of Canada’s diverse landscape, our network of Sections is a strong, supportive social network of people across disciplines that work collectively to lead in the promotion of
public education, advocacy, research, policy development, and continuing competency. Members of the CIF/IFC have an intimate knowledge and understanding of Canada’s forests and the connections to people in urban centers.