Comment

The Japan World Exposition, also known as Expo ’70, was a groundbreaking spectacle of innovation and culture that took place in Suita, Osaka, Japan, from March 15 to September 13, 1970. With the inspiring theme ‘Progress and Harmony for Mankind,’ intended to contribute to a greater understanding between East and West, this historic event marked a monumental first — the very first world’s fair ever hosted in Japan and across Asia. Expo ’70 became a vibrant showcase of human creativity, technological marvels, and cross-cultural exchange, leaving a lasting legacy on the global stage.

Building on its role as host of Expo ’67 in Montréal just three years earlier, Canada emerged as a leader at Expo ’70. It was the first nation to commit to participation and the first to complete every stage of the planning process. This proactive approach earned Canada a place of prominence among the 77 exhibiting nations.

At the official opening, the Canadian Pavilion stood out as the only foreign exhibit visited by Japan’s Emperor Hirohito. Further highlighting Canada’s influence, Patrick Reid, the Canadian Commissioner General for Expo 70 and former Director of the Canadian Government Exhibition Commission, was the only foreign speaker during the official opening day speeches.

Canada’s presence at Expo Osaka was further enriched by the individual pavilions of the provinces of Québec, British Columbia, and Ontario, each offering a unique perspective on the country’s rich regional diversity.

In 1968, graphic designer Neville Smith was invited by Chief Designer Frank Mayrs to develop the visual identity package for Canada’s participation in Expo ’70 in Osaka, Japan. This was a significant honor for Smith, who regarded Mayrs as the finest design director he had ever worked with.

Smith dedicated three months to crafting a solution for this prestigious event. The resulting symbol drew inspiration from the core Japanese emblem for the fair — a stylized cherry blossom with five petals representing the five continents and the Japanese rising sun at its center. Smith adapted one of these petals, incorporating a ‘C’ to signify Canada while reflecting the global spotlight on Japan in 1970.

However, as was typical in this era of modernization and progress, Smith faced resistance from government officials. “At one point, people wanted to stick a Maple Leaf in the middle of it,” he recalled, underscoring the challenges of balancing innovation with tradition.

All Trademarks     Go Back