This new logo is intended to be, above all, a symbol of hope for those who experience incontinence.
It has been formed from two graphic elements. The first is a letter C, the first letter of the word "continence", which has been rotated backward to form a "container", and which may also be seen as the top of a candle. The second is a "drop" shape which, because of its brush drawn form, resembles a flame.

Just as the candle has traditionally been seen as a source of warmth, guidance and hope so the Canadian Continence Foundation functions to support, assist and offer hope to those who experience incontinence and to their caregivers.