Commonwealth Day fell on Monday March 9 and to mark the occasion, the Commonwealth Games Association of Canada yesterday revealed it was having a new name and identity under the heading of Commonwealth Sport Canada (CSC).

The rebrand is designed to give a more accurate reflection of CSC's aims and scope of operations, and CSC say they hope it will also reflect the broader scope of the global Commonwealth sporting movement beyond the Commonwealth Games.

As well as the new name, CSC is also introducing a new logo linked to the Commonwealth Games Federation by incorporating the three so-called "Victory Marks" that celebrate the Commonwealth sporting movement’s three values of humanity, equality and destiny.

"We have always been about much more than the Games,” said Richard Powers, President of CSC.

"This new brand is a stronger reflection of who we are.

"While working with Canada’s sporting community to prepare for and participate at the Commonwealth Games is an important component of our mission, we are also leaders in the “sport for development” area and focused on building communities through sport. 

"This includes championing the work and impact of Commonwealth sport, and sport for development, that is achieved every day across Canada, and abroad, through Commonwealth Sport Canada's valued and unique programmes and services.”

CSC add that they are hoping to use the rebrand to "comprise a new narrative and positioning that is truly reflective of the organisation’s ambitions of growing the Commonwealth sport movement."

CSC took inspiration for their rebrand from the Commonwealth Games Federation (CGF) which launched its new "Transformation 2022 Refresh" and new Commonwealth Sport Brand at its General Assembly in Rwanda last year.

CGF Chief Executive David Grevemberg CBE said: “The Transformation 2022 Refresh will ensure the Commonwealth sports movement is in the best possible position to capitalise on the opportunities and mitigate possible risks that lie ahead in a rapidly changing world.  

"It is an important time to galvanise and drive the positive impact of sport on society which is why we have updated and launched an exciting new Commonwealth Sport Brand. It is about putting the emphasis back on our vision, our values and our athletes.”