Principal is a Canadian strategy and design firm that helps organizations define and express their identity.About the studio



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  • portrait-rolfharder

    Design Portrait : Rolf P. Harder


    Portrait of a designer originally from Germany who migrated to modern Canada and was seduced by the promises of a nation in the midst of cultural expansion.

  • Principal-TheGund-Outdoor-Logo-Square

    A new strategic direction for The Gund


    The Gund (previously Gund Gallery) at Kenyon College in Ohio has launched its new brand identity, designed by Principal.

  • IDEA 2023 - Post

    IDEA Awards 2023


    Principal wins the design grand prix for the second year running.

  • review2022

    Review of the Year 2022


    We would like to share with you a brief look over the remarkable year we’ve just gone through.