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May 30, 2013

‘Unifor’ will be name of new super union that combines CAW and CEP

May 30th, 2013 - The Toronto Star

Canada’s new super union will call itself “Unifor.”

The Canadian Auto Workers and the Communications, Energy and Paperworkers launched the unique name and accompanying tag line,“the Union for Canada,” on Thursday in advance of their merger in late summer.

The bright red logo features a stylized “U,” the word “Unifor” in big letters underneath it and then the tag line.

“The name and logo will become famous in a very short time,” said Gaetan Menard, CEP’s secretary treasurer.

However, CAW president Ken Lewenza acknowledged it will take time for the name to become familiar to him because he has “CAW” tattooed to his “heart and soul.”

The CAW and CEP, which represent more than 300,000 workers ranging from manufacturing and media (including Toronto Star employees) to forestry and fishing, will become the biggest private sector union in the country through the merger.

Leaders hope the name and logo will quickly evolve into a strong brand that will help the unions grow dramatically through a push in organizing and reach-out programs to communities.

The launch of the new name and logo followed about five months of work including open houses, focus groups and a national survey that generated more than 5,300 responses.

The CAW and CEP began talking internally about a merger in 2011 in an effort to revitalize their unions, spur organizing and become more influential in communities.

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