“The committee then took these findings and began the process of ex- ploring the CANS brand. The association reports that “Working with mem- bers, we asked two important questions: • What does CANS represent to you?, and • Where do you want to see the industry and the association in 5, 10 and 15 years?” “Through focus groups, surveys and member feedback, we heard that members wanted CANS to have a brand that captured the scope of mem- bership across the province and region; highlight the many facets of the in- dustry; and that is reflective of the organization’s history.” Logo and tagline rationale “Of course branding goes far beyond just a logo, tagline and website overhaul. We also heard from our consultations that members want us to be ahead of the curve, on top of new technology, issues and services,” the association said. “CANS staff and committees are always working on this front to ensure that the high level of customer service you are used to and expect continues to improve as we constantly look for new ways to serve our members better.” The Canadian Design and Construction Report — Fall 2013 – 5 ATLANTIC CANADA CANS explained the reasoning behind the logo and tagline: • BLUE: symbolizes the integrity, stability, confidence and expertise of CANS and the industry. • GREEN: symbolizes growth as well as nature, representing both the growth of the industry and CANS, and the environmental or landscaping related segments of our membership. All aspects of the industry are encompassed - bridges, roadways, buildings, and the industrial. • CIRCLE: represents the collective, working together, all-encompassing membership.