The Liberal government spent $500,000 on outside advisers to come up with a logo, name and branding for a new agency that promises to alleviate poverty in developing countries, internal documents reveal.
Its 2017 budget announced $300-million toward developing an institution that would support sustainable development and poverty reduction in developing countries by aiming to attract private investors – such as pension funds – as investment partners in private projects that serve a public good.
The organization was placed inside Export Development Canada and given the legal name Development Finance Institution Canada. But officials decided something catchier was in order. After weeks of internal debate, the new name emerged: FinDev Canada.
