tourism calgary brand standards guide

tourism calgary 

brand standards guide 

Tourism Calgary Brand Standards 1

table of contents 

2 Brand Story 

3 Brand Promise 

4 Brand Summary 

5 Visual Identity 

6 comsumer logo elements 

7 colour options 

8 clear space 

8 minimum size 

9 partnering 

10 improper use 

11 Photography 

12 photography direction 

13 feature photography 

Dear Partners, 

It is with great enthusiasm that 

we present Calgary’s refreshed 

tourism brand. This guide provides 

information on the brand and some 

easy tools for our tourism industry, 

to adopt or align with Tourism 

Calgary’s marketing efforts. 

We value your support and 

partnership and know it’s more 

important than ever for Calgary’s 

tourism industry to work together 

and speak in one clear, collective 

voice in order to compel more 

travellers to visit Calgary now. 

We look forward to working closely 

with you and your organization’s 

unique identity in order to continue 

to make Calgary a top-of-mind 

leisure destination for travellers. 

GISELE DANIS 

Vice-President, Marketing 

Tourism Calgary 

14 Writing 

15 tone and style 

16 writing samples 

17 Canadian spelling 

18 External Promotion 

19 tradeshow materials 

20 promotional items 

21 visitor services 

22 event branding 

23 Who To Ask 

The following document and its 

contents are intellectual property of 

Tourism Calgary. Do not attempt to alter 

or misuse the elements provided for you. 

For any questions regarding the items 

and direction in this document, contact 

Tourism Calgary’s marketing department. 


and story 

Calgary is everything we love about the West. It’s young. Exuberant. 

Uninhibited. Vibrant. Energetic. 

Calgarians are fired up about the here, and the now, and the new. That’s 

why our “must-sees” are ever-changing – a new gallery, a new bistro, a new 

place to stay, a new place to play. We play every which way so bring your 

hiking boots or cowboy boots and even your dancing shoes, and prepare to 

be exhilarated. 

brand story 

Is the narrative that, in the telling, 

portrays the heart and soul of the 

Calgary brand and emotionally 

connects our brand with the 

consumer. The brand story needs 

to be infused into all organizational 

activities and assets (people, 

culture, product, packaging, 

facilities, marketing, customer 

experiences, etc.). 

We’re not the city you used to know or the place you think we might be. 

Calgary is a new city every day. We have fresh experiences and adventures 

to share and new stories and memories to take home. 

No matter how much our city changes, we are still westerners. We haven’t 

lost our sense of wonder or our sense of humour. Or the sense that, since 

we’re all in this together, we might as well have a good time. 

A good time in Calgary is whatever you want it to be – and more than you 

imagined. No matter who you are or what you like to do, Calgary will 

surprise you. Inspire you. Welcome you. And invite you to be part of the 

energy. 


and promise 

Calgary exudes a youthful vitality. Bold, energetic Calgarians have created a 

dynamic city with an ever-changing list of “must-see” attractions. 

brand promise 

The brand promise is what we 

promise to deliver to travellers 

– every visit. It includes the unique 

and differentiated benefits that are 

relevant and compelling to travellers. 

Today’s Calgary will surprise and inspire visitors. Calgary is not the city they 

used to know or the city they imagined. Every visit offers new experiences, 

adventures and memories. 

Although Calgary is constantly evolving, Calgarians remain true to their 

western roots. We’re warm and down to earth. We’re eager to welcome the 

world to our city. And we invite everyone to be part of the energy. 


and summary 

our attributes 

our delivery 

the experience 

the end-benefit 

(what are our strengths) 

(how do we deliver our 

experiences) 

(how do our experiences 

make the visitor feel) 

(what do the visitors go 

home with) 

- Youthful energy 

- Ever-changing 

cultural scene 

- Diverse range 

of activities and 

attractions 

- Western 

heritage 

- Welcoming: 

friendliness, 

warmth 

- Welcoming: 

safety and 

accessibility 

- Enthusiastic 

- Energetic 

- Surprising 

- Inspiring 

- Exhilarating 

- Friendly 

- Unexpected 

- Different 

- Energized 

- Inspired 

- Enriched 

- Welcomed and 

connected 

- Lasting 

memories 

- Ideal home 

base for 

exploration of 

nearby natural 

and cultural 

attractions 


visual identity 

Tourism Calgary brand elements and logo may be incorporated 

into your company materials. To ensure a consistent, professional 

quality to all com munications, the visual identity of the 

campaign must be presented according to these guidelines. 


consumer logo 

wordmark 

tagline 

Calgary icons 

logo elements 

The consumer logo consist of three 

elements: 

1. The Calgary wordmark; 

2. Be Part of the Energy tagline; 

3. Calgary White Hat icon. 

The Calgary word mark is bold 

and vibrant without taking itself 

too seriously – just like Calgary. 

The Be Part of the Energy tagline 

is inclusive, welcoming and 

invites the world to be part of 

our exuberant and energetic city. 

The third element is unique to 

our city incorporating Calgary’s 

western heritage and hospitality 

through a representation of the 

famous Calgary White Hat; and the 

flowing brim of the hat is also the 

Chinook wind rolling over the iconic 

Rocky Mountains and through the 

foothills delivering warm sunny 

days during Calgary winter days. 

The consumer logo is the preferred 

version for all external uses. 

The logo, tagline and hat have been 

created for use by Tourism Calgary. 

These items should not be altered 

in any way. 

Complete the online form to 

request a logo to use in your 

promotional materials, 


two colour 

colour options 

black and white 

PANTONE Warm Grey 9 C (50%) 

PANTONE 185 C (100%) 

PANTONE Warm Grey 9 C (100%) 

30% Black 

Depending on the application, you 

will use one of the following logos. 

two colour logo (preferred) 

The full colour version should be 

used whenever possible on a white 

or black background. 

black and white logo 

The black and white version is to 

be used for restricted colour output 

(eg. grayscale, one colour, etc.) 

knockout logo 

The knockout version should be 

used to ensure legibility when 

the logo is placed on a coloured, 

photographic or black background. 

100% Black 

70% Black 

knockout 

100% White 


clear space 

clear space 

The logo should be seperated from 

other visual elements to provide 

maximum impact. The minimum 

size of clear space around the logo 

is equal to the x-height of the “a” 

in Calgary. 

x-height 

minimum size 

0.875” width 

0.4375” height 

minimum size 

To maintain clarity and readability, 

the logo must never appear smaller 

than the size shown. 


vertical positioning 

x-height 

x-height 

baseline 

x-height 

x-height 

baseline 

partnering 

When partnering another logo 

with the Calgary. Be Part of the 

Energy logo, match the x-height of 

“Calgary” to the x-height of your 

logo. 

vertical positioning 

When positioning the logos 

vertically, your logo should be left 

aligned with “Calgary”. 

horizontal positioning 

When positioning the logos 

horizontally, the baselines and 

x-heights of the wordmarks in both 

logos should be aligned (see page 

X for clear space requirements). 

 

left alignment 

horizontal positioning 

 

left alignment 

NOTE: All logos are different, these 

examples should be used as a 

guide to create balance between 

the logos. 

Keep in mind that other logos may 

have their own brand standards. 

e.g. Travel Alberta standards 

require 2X vertical and 3X 

horizontal protective space. 

x-height 

baseline 

x-height 

baseline 


do not change the colours 

do not distort the logo 

use proper resolution 

do not change the size association of the stylized hat 

improper use 

To successfully reinforce our 

brand, it is important to maintain a 

consistent representation. 

Under no circumstances should 

any component of the logo be 

redrawn, modified or altered in 

any way. Reproduction of the 

logo must be executed using the 

approved electronic files. 

do not change the workmark and tagline alignment 

use only approved screen values in the black and white version 

do not change the wordmark and tagline size association 

do not add a dropshadow 


photography 

All photography used in the brand materials must be of the 

same style and of a consistent quality. Whether using existing 

photographs or taking new photography, these standards must 

be met to maintain the integrity of the Calgary tourism brand. 


photography 

Previously, images of Calgary have shown beautiful skylines and breathtaking 

landscapes and a generic range of activities or product. 

The implementation of the new brand puts experiences at the forefront of our 

marketing. Travellers today want to buy experiences NOT products. They want 

memories that will last a life time. 

Join Tourism Calgary as we refresh and update our imagery in order to better 

inform travellers of what there is to see and do here. 

old 

new 

Tips for capturing or 

choosing great imagery: 

• ensure travellers are engaged 

in the moment 

• take the picture from the 

traveller’s point of view 

• make sure the people and the 

action look natural, not overly 

posed 

• verify the lighting and content 

have inherent warmth 

• allow plenty of clear space for 

a headline (if needed) 

• try to capture unique aspects 

of Calgary and area 

• think about how to capture 

authenticity and elicit an 

emotional response 

• ask yourself whether the 

picture communicates the 

experience in ways your 

customer will identify with 


feature photography 

The feature photography for the 

Tourism Calgary brand visually 

‘owns’ the energy, It captures a 

moment, expression or unique 

experience. Photography subjects 

are engaged and make the viewer 

feel that they are part of the image. 

Angles, movement, dramatic light 

and camera blur is used to bring 

energy and life to the photography. 

All photography should be upclose 

and intimate so the viewer 

experiences the moment. 

Promotional images are available 

for download on the Image Gallery 

or through Tourism Calgary’s online 

Digital Media System. 


writing 

Marketing experiential travel is about involving passion, telling 

stories, sparking curiosity and addressing traveller motivations. 

Focus on this to sell the experience. Then add the package details. 


writing 

Tone and style of writing can often be as important as visual cues especially 

when conveying an energetic brand identity. The writing and imagery 

combined should create an emotional response for the traveller. Provided in 

this section are before and after examples that show how a shift in style can 

turn a tourism product into a compelling experience. 

First consider your audience, what are their motivators and values. Describe 

your product with a focus on the feelings evoked and the unique qualities of 

the experience. Make sure the basics are covered and then review again from 

the viewpoint of your target audience. 

example a (before) 

Experience Fur Trade Life at Fort William in 1815 Through the 

Eyes of a Fort Inhabitant 

Travel back in time to 1815, to a place where the buildings, artifacts, 

characters, and our natural surroundings combine to create 

a unique 19th century destination. Follow the picturesque nature 

trail to the Fort and step into the past. 

Tours, dramas, and demonstrations along with themed weekends, 

festivals, feasts, and concerts throughout the year are held 

at the Fort. Artisan demonstrations such as canoe building, blacksmithing, 

tinsmithing, period firearm assembly and demonstrations, 

coopering, and tailoring, as well as “domestic” demonstrations 

including period baking, food preparation and tasting! All of 

which are sure to entice and fascinate you on your journey to the 

past at Fort William Historical Park. 

example a (after) 

Memories live in the moments: The clang of steel hitting metal 

in the Blacksmith’s shop. The dancing embers of a fire alight in 

snow-covered fields. A walk through the 1800’s in the company 

of the folks who lived it. A trip to Fort William Historical Park is a 

chance to live history; suddenly you’ve got a ringside seat at the 

fur trade debates that shaped a country. 

Guests at the park take a time travel adventure through a yearround 

dynamic historical story. Homes dressed with authentic 

antiques, as they would’ve appeared in 1815 at the height of 

the Canadian Fur Trade, help set the stage, but it’s the feel of a 

canon’s boom as it’s fired or watching a period actor assemble 

a firearm that truly bring understanding of what it must’ve been 

like. And there are perks: Standing with a tinsmith as he perfects 

his craft or watching patiently as sweet smelling goods are prepared 

and baked knowing that the tasting can’t be far behind. 

tone of voice 

Just like the imagery, the tone of 

voice in our written material should 

be energetic using language that is 

fun, positive and active. 

appealing to the 

consumer 

How does the experience engage 

the five senses Use language 

that transports the reader into the 

moment you are describing. 

What does your experience 

deliver What’s unique about the 

experience (Why is it different, 

better or special) 

What aspects of it are unique to 

Calgary that cannot be replicated 

elsewhere 

wow experiences 

• create lasting moments 

• exceed expectations 

• connect with people on an 

emotional level 

• the end experience is 

significantly different from 

other similar product offerings 

available elsewhere 

Make your experience one that will 

inspire people to tell their travel 

stories to family and friends – the 

type of experience that creates 

bragging rights. 

Writing examples provided 

courtesy of the Canadian Tourism 

Commission 


example b (before) 

Overnight stays & adventure 

With 36 rooms and theme suites, the Hôtel de Glace offers a 

host of ways to experience the incomparable thrill of a night 

spent inside an ice hotel. With all the intimacy of an igloo, our 

Hôtel de Glace rooms become natural nordic cocoons for the 

duration of your stay. Enter a magical world where snow and ice 

are trans-formed into fabulous decors made entirely of ice and 

snow. 

Hôtel de Glace offers a contemporary twist to life in the 

Far North. Inspired by Inuit igloos and the snow forts of our 

Canadian childhood, it brings together nature and city living. 

Given its proximity to Quebec City, you can also explore historic, 

urban French-Canadian vibrancy of the only walled city in North 

America. 

example b (after) 

An Icy Urban Adventure … 

Feel like you’re stepping inside a glacier. Marvel at a majestic 

lobby where statues, columns, even chandeliers are made of ice. 

Slip on a glove to pick up an ice champagne flute sparkling with 

ice cider. Meditate in a frozen chapel. 

Canada’s coolest hotel is a sub-zero adventure. Every winter a 

new Ice Hotel - Hôtel de Glace - is crafted with tonnes of ice and 

snow according to the fantasy of a different architect. Gasp at 

intricately engraved ice walls and furniture in magically- themed 

suites that seem like visions from a fairy tale. 

Soak in a hot tub under the stars. Slide warm into thermal 

sleeping bags in front of a fireplace. Dream away the night 

knowing that when spring comes every trace of this unique 

moment will melt away. 

The writing should convey what 

a traveller will hear, smell, taste, 

touch, see and feel. Descriptions 

should be simple, active and 

focused with a fun, authentic 

personality. Storytelling should be 

your approach rather than simply 

listing product features and details. 

example c (before) 

the ultimate Canadian ski vacation 

7 night packages include 4 nights at the famous Banff Springs 

Hotel and 3 nights at the scenic Chateau Lake Louise plus 5 days 

skiing Lake Louise, Sunshine Village and Ski Banff@Norquay. 

$634 per person. 

example c (after) 

the ultimate Canadian ski vacation 

Every morning, you’ll step outside your hotel, look up and be 

awed by mountains that rise forever. You’ll smile, breath deeply... 

and gasp, as the crisp air quickly reminds you why they call this 

place “breathtaking”. 

7 nights | 5 days skiing | $634 per person 


ehaviour 

favour 

humour 

Canadian spelling 

calibre 

catalogue 

cancelled 

centre 

cheque 

colour 

counsellor 

favourite 

flavour 

fuelled 

gauge 

grey 

gruelling 

harbour 

kilometre 

marvelous 

Métis 

neighbour 

theatre 

tipi 

travellers 

Using Canadian spellings 

consistently in advertising in 

English speaking countries will 

help reinforce our authenticity 

and position Calgary as a foreign 

destination. Here are some 

examples of words that have 

Canadian spellings that are 

different from U.S. spellings. Note 

that this is not a complete list, but 

a list of words that have relevance 

to travel writing. 

Use the Canadian Oxford 

Dictionary as a reference for all 

Canadian spellings. 

dialogue 

honour 

travelling 


external promotion 

External promotion of the Calgary brand includes additional 

tactics aside from advertising. Brand consistency from marketing 

through to promotional items is essential. 


pop-up banner 

tradeshow material 

Tradeshow materials include 

tabletop displays, pop-up banners, 

and table cloths. 

A full colour feature image paired 

with the consumer logo is used for 

the pop-up banners. 

table top display 

table cloth (available in four colours) 


Calgary-in-a-Box 

promotional items 

Calgary-in-a-Box is used to 

introduce the Calgary. Be Part of 

the Energy brand to visiting media, 

travel trade operators and VIPs. 

Local products are matched with 

the consumer brand to create a 

unique welcoming or parting gift. 

Included in the box: 

- Branded bottle of water – 

reportedly from the fountain of 

youth 

- Locally produced Wilde Grainz 

snack mix 

- Silk Road Spice Merchant’s Bow 

River Fish Blend 

- Calgary music card with access 

to a great mix of local musical 

talent 

- Tourism Calgary Visitor Guide 

- Materials specific to each guest 

(itinerary etc.) 

music card 


lightboxes at Calgary Tower VIC 

visitor services 

Visitor Information Centres and 

event servicing activities must also 

reflect the consumer brand. 

Vivid imagery matched with 

the appropriate headline can 

communicate both energy and 

Calgary’s unique experiences. 

visitor info booth at Global Petroleum Show 


table lights 

event lanyards 

event branding 

Whether events are targeting 

the local tourism industry, media, 

travel trade, event rights holders 

or visitors, brand consistency is a 

must. 

From the colours used to the 

materials and even the speeches, 

Calgary events should be fun, high 

energy and reflective of Calgary’s 

dynamic tourism offerings. 

creative lighting and decor 


who to ask 

For help on leveraging the Calgary brand in your 

marketing, please contact: 

Vanessa Gagnon 

Manager, Brand & Content 

vanessag@tourismcalgary.com 

phone: 403.750.2371 

Tourism Calgary 

200, 238 11 Avenue S.E. 

Calgary, Alberta, Canada 

T2G 0X8

tourism calgary brand standards guide

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