The Conservatives’ February blues—in a sea of red

If “Fresh. Familiar.” are the words describing its brand identity, the party might want to make sure they don’t sideline the familiar part next time they decide to wrap themselves in red.

It’s February, which means we’re knee-deep in slush, gloom, and rampant Valentine’s décor—everything is tinted red. But if you’re the Conservative Party of Canada, that particular hue has never been your friend. And yet, this past National Flag of Canada Day, the party’s sea of blue turned an unexpected shade of red—literally.

National Flag of Canada Day always boasts the Maple Leaf in all its red-and-white glory. For Pierre Poilievre’s Conservatives, it offered a prime backdrop to pivot from the usual “common sense” rallying cry of “ax the tax” to a new narrative more befitting the Trump-era approach: “Canada First.”

The event in Ottawa—intended as a patriotic reaffirmation—unfolded almost entirely in red. Not only was the flag everywhere (obviously), but the party’s signage took on a crimson tinge. The lectern’s classic Conservative blue was swapped for red, and Poilievre himself donned a vibrant red tie.

Organizers likely planned it out with national pride top of mind, hoping to cloak the party in the powerful symbolism of the Maple Leaf.

Unfortunately, red also happens to be the colour of that other federal party. And if your brand identity is literally the colour blue, then saturating your most visible event in your rival’s signature shade can create… let’s call it confusion.

For anyone rolling their eyes and saying, “It’s just a colour, who cares?”—branding and visual identity absolutely matter in politics. They’re so critical that there are actual rules about their usage. According to the Government of Canada’s Non-Partisan Communications Criteria, ads can’t use the governing party’s colour in a way that could be seen as partisan.

Of course, you can’t ban a symbol as iconic as the Canadian flag. Red and white are our national colours, and no party can be faulted for showcasing them on National Flag Day. But slip too far into that territory, and you risk merging your brand with your rival’s.

So what’s a blue brand to do when it needs to drape itself in Canada’s official colours (and, by extension, the Liberals’ brand palette)? It’s a tricky balance. The Conservative Party’s new logo is meant to be “Fresh. Familiar.”—as their own website asserts—but forcing a full-on red takeover can cause cognitive dissonance for voters. Visual cues are more than set dressing; they’re an instant shorthand for what a party stands for and who it appeals to.

As trivial as it might sound, those images of a red lectern, a red tie, and a red sea of flags will be used, shared, and replayed online. For the Liberals, those images look suspiciously like free advertising for their brand. And for the Conservatives, it’s a rare moment of brand confusion—one that doesn’t exactly paint them (pun intended) as the party with a clear blue identity.

The question now is how the party recaptures that brand clarity, especially with a new narrative focused on “Canada First.” In trying to align themselves with patriotism, they momentarily shed their most defining visual element.

Politics is branding—there’s no escaping that. If “Fresh. Familiar.” is the guiding principle, the party might want to make sure they don’t sideline the familiar part next time they decide to wrap themselves in red.