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For nearly 150 years Canadian Manufacturers & Exporters (CME) has been advocating for its members’ interests. And with a membership that exceeds 2,500 leading Canadian manufacturers and an audience that has the ear of all levels of government, it was time for a major rebrand that better reflects the reality of modern commerce and the expanded roll of CME in the new global economy. A comprehensive new bilingual identity system along with a state-of-the-art website provided the foundation for this quintessentially Canadian organization.