FADOQ

Just because someone is a senior doesn’t mean they feel old… FADOQ heard the message clearly from respondents to its very first Aging Barometer and has given itself a fresh start with a new brand identity.

The survey of more than 3,800 FADOQ members highlights a perception of age that goes beyond the number of years lived: although respondents are on average 71.5 years old, they say they feel 61—10.5 years younger.

More than half of respondents (52%) believe that one truly becomes a “senior” at age 75 and over, thus pushing traditional age benchmarks further back. Overall perceptions of aging remain nuanced: 40% view it positively, while 44% adopt a neutral stance, reflecting a gradual shift in attitudes.

“The results speak for themselves: aging today is experienced differently. Growing older in a positive way—particularly through active aging—is at the heart of our commitment at FADOQ. Our new brand identity showcases a resolutely modern, strong, and unifying image,” says Yves Bouchard, President of FADOQ.

The Aging Barometer (available only in French) will be conducted annually, making it possible to track these evolving trends and better understand the realities and perceptions of aging.

A new brand identity

To reflect this new way of seeing and living age, FADOQ is evolving its image. The new brand identity of Canada’s largest organization representing people aged 50 and over accurately reflects the realities and aspirations of Quebecers in this age group.

This change goes far beyond cosmetics. Designed by the agency Tam‑Tam\TBWA, FADOQ’s new signature—Faire rayonner la force de l’âge (showcasing the vitality of aging)—and its new logo embody the organization’s evolution, mirroring its 620,000 members. More active, more engaged and more divers, people aged 50 and over are redefining perceptions of aging.

This new signature fully embodies FADOQ’s mission. It is both a promise and a direction. The “vitality of aging” refers not only to years lived and wisdom gained, but also to strength in numbers: hundreds of thousands of members united by a shared desire to stay active, have fun, contribute, and connect.

A meaningful identity

At the heart of this transformation lies a symbol of radiance, evoking vitality, openness, and collective momentum. It reflects both the richness of experiences and the diversity of stories that shape FADOQ. The wordmark has also been redesigned. Now in uppercase letters, it expresses the pride and stability of the organization.

FADOQ’s actions are guided by four main priorities:

• Defending the collective rights of people aged 50 and over
• Increasing purchasing power through tangible benefits
• Promoting active aging through activities
• Raising awareness, informing, and educating

Martin Matte on the cover of Virage

The Virage magazine, distributed in nearly 500,000 copies, is also getting a makeover. With a refreshed editorial line and a redesigned look by KO Média, it fully aligns with the goal of showcasing a more modern brand. More than just a facelift, Virage asserts a strong identity: modern, bold, and in tune with the realities of today’s 50+ audience.

For this revamped first issue, the FADOQ magazine makes a strong statement: none other than Martin Matte graces the cover. In an interview, the multi-talented artist opens up about his constant need to reinvent himself—a common thread throughout an issue filled with inspiring encounters, tips for staying active, summer getaways, and ways to recharge.