Canadian mapmaker Rolph-McNally came to Gottschalk+Ash for a logo for a new set of Canada-U.S. road atlases and guides it was producing to cater to the incoming traffic (especially from the United Stations) for the 1976 Summer Olympics in Montréal. The design team created a Canada / USA logotype, identifying the applicable north or south regions in the guides.
Since maps are all about directions, the logo contains directional arrows that form the counter of the letterforms. The Canada / USA names were stacked together, joined by a north-south arrow to indicate their close relative geographic locations. The arrows also suggest trees, evoking the natural beauty of Canada, which visitors might also want to explore.