Canada’s Signature Shade Is Getting A Patriotic Makeover—And You Get To Help Name It

We’ve got the maple leaf, the loonie, and even liquid gold (hello, syrup)—but what about our national red? Turns out, the bold crimson that colours our flag, jerseys, and made-in-Canada labels is officially called… Federal Identity Program Red. Yep, not exactly inspiring. That’s why Dulux Paints is inviting Canadians to help give our iconic hue the name it truly deserves.

Dulux Paints is launching a coast-to-coast campaign called “Rename The Red,” encouraging Canadians to vote on a new name for the country’s most recognizable colour. The goal? Retire the bureaucratic-sounding “Federal Identity Program (FIP) Red” in favour of something with a little more heart—and a lot more Canadian spirit.

“Canada’s iconic red is bold and inspiring, yet most people have no idea it’s saddled with such a technical name,” says Mitsu Dhawan, Brand Manager for Dulux Paints. “As colour experts, we think it’s time for something a little more, well, us. So we’re turning to Canadians to help choose a name that reflects our shared identity.”

Among the playful and patriotic contenders: True North Red, Autumn Maple, and Lumberjacket Red—each capturing a different slice of Canadiana. Once the votes are in, Dulux will even take the new name to Change.org to petition for an official update at the federal level.

“What better way to boost our national pride than by giving our country’s most famous colour a name that actually feels Canadian?” Dhawan adds.

Voting is open now through July 19, and Canadians can make their voices heard online at dulux.ca/diy/CanadaRed or in person at any of the brand’s 240+ locations across the country.

With Canadian patriotism running high, it’s the perfect time to rally behind a red we can all stand behind—whether you’re waving a flag or painting a porch. —Vita Daily