Shady Maples isn’t too impressed with the new corporate image “icon” the Canadian Army extruded onto their TwitX account last week:
The Canadian Army’s dysenteric moose shitting itself to death, er, I mean “The Canadian Army’s latest supplementary icon for online use”
The Canadian Army needs to get its shit together on Twitter, not because Twitter is important, but because people believe that Twitter is important. If you follow official accounts, then you’re probably tracking the Army’s latest update to its corporate branding.
Within hours the Army was
furiously backpedalingclarifying that our new digitalized Rorschach test wasn’t a replacement logo, but an “icon” that “will be used in the bottom left corner of certain communications products and in animations for videos”. This was a bigger news event than the announcement itself.When I first saw this thing, I thought it was a maple leaf blowing past north Africa. Could this be Straussian commentary on our National Defence Strategy? Perhaps, but now thanks to Twitter all I see when I look at it is a dysenteric moose shitting itself to death (and now you do too).
The hook in all this isn’t the new branding, which is just a drop in CAF’s vast ocean of PowerPoint phluff, the visual equivalent of white noise. It’s also not in the backlash either, because that’s just another Tuesday on Twitter. You see, unlike the Iranian nuclear program or whatever’s happening between Drake and Kendrick Lamar, the CAF is not a topic of serious international concern.
Come for the mocking of the icon, stay for the contrasting social media appearances of Canadian and Israeli Lieutenants General.
