Brand Toolkit - Canadian Tourism Commission - Canada

A letter from our presidentWe’ve taken years exploring what makes Canada so unique, and wewouldn’t dream of keeping what we found to ourselves. In fact, we want toinspire curious travellers from around the world to come visit this amazingplace we call home.That, very simply, is what this communications toolkit is all about—empowering ourselves and our partners to speak to travellers ina way that’s compelling, welcoming and genuinely in the spirit of Canada.So, take a look inside and get familiar with all of the tools you have on hand.Then dive right in and help us to bring Canada. Keep Exploring. to life.There’s a whole world out there waiting to find out what we already knowabout this great country.Michele McKenzie, President and CEOIII

Our brand in action3.1 Corporate applications 59Stationery: letterhead, envelope... 60Fax, forms and memos 61Multi-purpose folder 62Greeting card 63PowerPoint presentations 64Reports 65Websites 663.2 Marketing applications 67Posters 68Print advertising 69Publications: Ski Canada 70Publications: other publications 71FSIs 72Broadcast 73Online applications 74SME applications 75Print ad redesign 76Email invitation redesign 77Brochure redesign 78Agency-created global advertising 793.4 Events and tradeshows 83Invitations 84Gift invitation 85Ads and posters 86Venue exterior 87Venue interior 88Stage 89Creative lighting 90Table settings: dos and don’ts 91Table settings: examples 92Table cards, menus, napkins... 93Tradeshows: basic principles 94Tradeshows: furniture 95Tradeshows: large examples 96Tradeshows: small and medium examples 97Pop-up banners 98Contacts 99Glossary 1003.3 Merchandise 80Garments and bags 81Gifts and giveaways 82

Our story1.1 Our key insights1.2 Our personality1.3 Uniquely Canadian1.4 Who we’re talking to1.5 From product to experience1.6 Our brand checklist

1.1 Our key insightsWe want to prove to prospective travellers that their experiences inCanada will enrich their lives. That’s why, when we set out to create ourbrand, we decided to create a short list of compelling ideals that wewant to share with our audience. We call these our key insights, andevery other aspect of our brand has been designed to support them.ExpressionCanada is a catalyst for my own expression,and gives me the freedom to create my own experiences.EmotionWhat I see, taste, smell, hear and experience in Canadastirs my emotions.ExplorationCanada encourages me to indulge my curiosity andexplore its geography, culture and people.Brand promiseCreate your ownextra-ordinary experiences

1.2 Our personalityOur brand’s personality is meant to be a direct reflection of Canada’sunique culture—which is, after all, central to what a traveller willexperience here. We hope that our personality shines through in everyword and image that we use to represent Canada to the world.Canada is intriguing, and maybe not what you would expect. Canadahas a youthful spirit, with an open and informal approach to life. We’rewarm, welcoming and witty. Most of all, we’re authentic, real peoplewith experiences we’d like to share.Informal. Witty. Authentic.

1.3 Uniquely CanadianWe want Canada to be a destination of choice for discerningtravellers. In the past, we’ve tried to represent Canada as all thingsto all people. Now, we want to focus on what makes us special.After much research, we’ve identified five unique selling propositions(USPs) for Canada, all of which add up to unforgettable, unequaledtourism experiences.Vibrant cities on the edge of naturePersonal journeys by land, water and airActive adventure among awe-inspiring natural wondersAward-winning Canadian local cuisineConnecting with Canadians

1.4 Who we’re talking toThe idea behind Canada. Keep Exploring. is to speak to the curioustraveller, inviting them to live a life less ordinary in a land defined bya spirit of geographic, cultural and personal exploration.While the CTC still uses traditional demographic tools to find ouraudience, we now have a more sophisticated tool for connectingwith those consumers who will be most receptive to our message.This proprietary social segmentation model is called the ExplorerQuotient (or EQ). It allows us to understand not just how peopletravel, but why they travel.The EQ model segments consumers into nine types. Each type hasits own psychographic profile, giving us much richer insight intoconsumer behaviours and preferences compared to demographicbasedmodels. Using the EQ model, we can talk to travellers intheir own language, matching their needs and desires with trulyunforgettable and relevant Canadian experiences.

1.5 From productto experienceCommunicating a tourism experience is very different from marketinga tourism product. When you promote a product, you talk about whatyou have to offer. When you communicate an experience, you talkabout what the consumer wants to feel. Our promise to the travelleris that when they visit Canada, they have the freedom to create theirown unique, extra-ordinary and authentic moments.Our brand identity standards set out everything that we need totell stories about amazing Canadian experiences, all in a way thatcomplements our key insights and appeals to our primary EQtypes. The brand elements include logo variations, a colour palette,typographic treatments and proprietary graphics, as well as guidelinesfor the tone of our photography and our copy.The CTC is not involved hands-on with the development of tourism products, but wehave produced a separate publication specifically for our tourism partners, big andsmall, from coast to coast to coast. It’s called Experiences, and it’s designed to guideour partners in differentiating their products in a competitive market. Since our goal isto harness Canada’s collective tourism voice, it includes everything our partners needto understand and adopt Canada’s national tourism brand. Take a look at Experiencesat www.canada.travel/experiences

Our brand toolkit2.1 Photography2.2 Colour2.3 Graphics2.4 Typography2.5 Writing style2.6 Logos2.7 Putting it all together10

PMS 485 CPMS 484 Cfile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEOverviewThe elements of our brand identity reflect the traveller’s time in Canada,with an emphasis on exploration, personal expression and uniqueexperiences. These are the building blocks that you can combine totell countless different stories, all of which will help to establish Canadaas a strong and distinctive voice in the tourism industry.vintage shopping,street performers,cobblestones.Travellerto traveller1 9 o c t 0 61Canadian TourismCommissionCommission canadiennedu tourismePhotographyThe photography featuresintriguing and authenticCanadian experiences.ColourOur colour palette isinspired by the uniquenessof Canada’s people,culture and geography.GraphicsThe pattern, journal and bargraphics represent Canada’snatural environment andthe traveller’s personalimpressions.TypographyThe typographic treatmentsset the contemporaryand clear tone of CTCcommunications.Writing styleOur copy continuallyreinforces our personalityand the personalexperiences of travellers.LogosThe CTC logos are usedin different combinationsand help to identifycommunications.11

2.1 PhotographyOur photography captures real moments in time—thoseintriguing experiences that will inspire the curious traveller tovisit now. We’re not just showing a physical destination; we’reevoking the feeling of being in Canada. We want prospectivetravellers to be able to imagine themselves in the scene,creating their own experiences.The CTC’s image library is available through our Brand Canada Library systemat www.photovideo.canada.travel12

The conceptPreviously, we have marketed Canada using immaculate imagery such asexpansive landscapes, rarely including people or wildlife on an intimate scale.Today, our photography works at a human level, showing travellers who aregenuinely connecting with their surroundings.Previous CTC photographyCurrent CTC photography2.1 Photography Canadian Tourism Commission brand guidelines, Version 2.0, October 200913

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Ut lor sit, venibh ea adiamet utedunt lut lore exer iure dolortin henim dolore conhenibh eu feu feuiscil utatis ad te loreum.Visit www.canada.travel for more information.Photography tiersWe divide our photography into three groups, or tiers, depending on what theydepict. Each tier is used in different ways, as explained below. (To make thingseasy, our Brand Canada Library system is searchable by tier. Once you’ve signedin, click on “Show Filters,” select the tier and click “Search.”)Tier 1: hero experiencesTier 2: secondary experiencesTier 3: supportive imagesUsing the tiers togetherThese images show travellers in aThese images showcase compellingThese images are useful for settingdistinctly Canadian setting, embracingCanadian experiences that indirectlythe context for a hero experience oran experience that aligns clearly withsupport our USPs. You can imaginesecondary experience. Usually, theyTier 1one of our five unique selling propositionsthese secondary experiencesportray subjects like local personalities,Learned how to say “hello” in polar bear.(USPs). (See section 1.3.) We call thesehappening alongside heroarchitecture, cuisine or wildlife thatmoments “hero experiences.”experiences during the same trip.you see on your journey.CoverTier 2 Tier 3Cipit lum velit dolorem veldolorpero odo od dolesenis am,vent iliquametue te velit vullafaccum vercili ssequip susciduntat adignisl utpat, quat autatuemagna ametum adiam erit lorerilutpat alit adit nonsequissi.Aci tis at volum vel eu feuipitvelismod ming ea feuguerationelenibh exercin venit aut ip et.Usage: Tier 1 images are typically usedin primary or prominent applications, likecampaign advertising, tradeshow boothsand the front covers of publications.Usage: Tier 2 images are typically usedin primary or secondary applications,such as inside our publications oralongside website content.Usage: Tier 3 images are only used inassociation with Tier 1 or Tier 2 imagesto support specific editorial. They alwaysappear at a smaller scale.Inside spread2.1 Photography Canadian Tourism Commission brand guidelines, Version 2.0, October 200914

Photography styleOur photography features real people and authentic experiences, always depictedwith warmth and personality. Photos should look as though a traveller could haveactually taken them, rather than feeling staged by a professional photographer.First personAuthenticWarmShots are from a traveller’s point ofview so that people can easily imaginethemselves in the scene.We want real, intimate and candidmoments in time, with subjects that lookunposed and natural.Natural light helps to reinforce an overallsense of emotional warmth.Choosing great photosAre the travellers engaged in the moment?Is the image taken from a first-person perspective?Do the people and the action look natural and unposed?Does the lighting and content have an inherent warmth?Is there plenty of clear space for a headline (if needed)?Does it look like it’s in Canada?2.1 Photography Canadian Tourism Commission brand guidelines, Version 2.0, October 200915

© Canadian Tourism Commission 2009. All rights reserved.Start planning today at www.canada.travel/funDesigning with photographsWhenever possible, use one strong, large-scale, Tier 1 or Tier 2 image in everycomposition. These primary images can be used on their own or they can bepaired with a bar graphic. When more than one image is called for, such as inpublication layouts, make generous use of colour and graphics to give clearlydefined structure to the information.AloneBar graphicMultiple image useExperiencesa toolkit for partners of the Canadian Tourism CommissionVersion 1.4, August 2009Asia PacificStrategic Marketing and Sales Plan 2009When down-filled duvets andheirloom china are what yousee, life’s not that rough.But at second glance, you’ll find yourself in an ultra-luxurious resort that justhappens to be off the beaten path. This is one of the happy surprises you’llDrop in. the 3,000belugas won’t mind.experience in Canada. Read on and learn that here, it’s more about livingthe life than seeing the sights. From the luxurious to the unique to the slightlyChurchill, Manitoba’s most famous summer residents are definitelythe beluga whales that gather in the thousands off its shores. And allyou have to do to get up close and personal with these A-listers isunexpected, you’re sure to find just what you’re looking for. To get the latest onthese and other Canadian travel experiences, go to www.canada.travel/escapeslip on some snorkeling gear. True, they can’t sign autographs, butthey’re more than happy to pose for the paparazzi.www.travelmanitoba.comSafari, Canadian styleThe Clayoquot Wilderness Resorts & Spa,located in the Clayoquot Sound UNESCOBiosphere reserve, is an amazing blend ofnature, luxury and ecological responsibility.A visit to British Columbia allows you toescape into the wilderness, without forsaking apampered lifestyle.www.wildretreat.comUtem del loremLut delesectem dolore del eblandre mod mod modtie vel iureet pratummy nullaore feu faciduis nibheugait amte diamconsed ming elisl iril incinit numThe arias and the altitude:they’ll both take yourbreath away.The town of Banff in Alberta’s Rocky Mountainsis one of the best places in the world to get yourculture fix. That’s because the Banff SummerArts Festival (May through to September) offersthe latest in dance, music, opera, the visual artsand more.www.banfflakelouise.comFeel like you’re floatingon air—or water anyway.No treading water necessary in Little ManitouLake. Instead, you can just kick back and relax.Literally. Little Manitou has a higher mineraldensity than the Dead Sea, so you’ll floatwithout the slightest effort. And if that’s notintriguing enough, there are all those healingproperties the water is reputed to have.www.sasktourism.comdipit num zzrit, sendit at exercidunt accumsanhent incillandre ming esecte dolorero et, suscilit lafaccummy nullandit nonsequatie.www.xxxxx.comWhen conveying lots of information, such as in the print spread above,a Tier 1 or Tier 2 image should anchor everything. Tier 3 images play asupporting role, paired strongly with individual pieces of information.In large-scale applications (such as tradeshow booths and windowdisplays), use different sides or surfaces to give individual images roomto breathe, rather than crowding multiple images together in one place.2.1 Photography Canadian Tourism Commission brand guidelines, Version 2.0, October 200916

1 9 o c t 0 6PMS 485 Cfile name CTC_logo_horz_BIL_PMS_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATE1 9 o c t 0 6PMS 485 CPMS 484 Cfile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEPhotography creditsWhen using photos in print, we usually need to credit the photographer, organization or location. Ifyou only have room for one, credit the organization. When placing a credit, run it vertically on anyof the four corners, either reversed out over a dark area, or in black over a light area. (To find outwhat a credit should read, refer to the “Credit – Mandatory” information in the image descriptionon the Brand Canada Library system. If it simply reads “Canadian Tourism Commission,” and thecommunication is driven by the CTC, then a credit isn’t necessary.)Placement with bar graphicPlacement without bar graphicLarge application (detail)Small applicationCredit noteCredit noteCredit noteCredit noteCredit noteImage areaCredit noteCredit noteImage areaCanadian Tourism CommissionNiagara Falls, OntarioRobert KenneyChurchill, Manitoba11On applications larger than 30cm (12"),set the credit in 7pt Helvetica Neue Light.On applications smaller than 30cm (12"),set the credit in 5pt Helvetica Neue Light.2.1 Photography Canadian Tourism Commission brand guidelines, Version 2.0, October 200917

2.2 Colourcolour 2.3Our colour palette reflects the vibrancy, richness and diversity ofCanada’s people, culture and geography. Colour contributes to thetone and mood of a composition, whether it’s applied to graphicsand type, or paired with photography.18

Our paletteSeven base colours make up our main palette, with three shades of each colour.The light, medium and dark shades each have a specific purpose, as explainedon the following page. There are also two shades of red just for the logos, as wellas black and grey for body copy. The CMYK, RGB and hexadecimal values areprovided below for reproduction accuracy. If PMS colours are required, contactthe Publishing department (see page 99 for contact details).Expressive blueInquisitive blueDiscovery greenFresh greenCurious yellowFreedom orangeCatalyst brownDarkC95 M30 Y0 K0R0 G139 B208008bd0C70 M0 Y10 K0R0 G191 B22300bfdfC94 M0 Y100 K0R0 G169 B7900a94fC40 M0 Y100 K6R156 G194 B239cc235C0 M40 Y100 K6R235 G156 B24eb9c18C0 M61 Y100 K6R230 G121 B29e6791dC0 M65 Y100 K77R91 G37 B05b2500MediumC85 M24 Y0 K0R0 G150 B2140096b6C55 M0 Y9 K0R98 G202 B22762cae3C80 M0 Y100 K0R13 G177 B750db14bC40 M0 Y100 K0R166 G206 B57a6ce39C0 M30 Y100 K0R253 G185 B19fdb913C0 M50 Y100 K0R247 G148 B29f7941dC0 M55 Y100 K70R106 G56 B06a3800LightC74 M21 Y0 K0R22 G159 B218169fdaC45 M0 Y9 K0R131 G210 B22883d2e4C69 M0 Y100 K0R84 G185 B7254b948C30 M0 Y90 K0R190 G215 B71bed747C0 M22 Y100 K0R255 G199 B8ffc708C0 M43 Y92 K0R249 G160 B47f9a02fC0 M45 Y90 K63R120 G74 B7784a07Explorer red (logos only)Open grey & black (body copy only)C0 M100 Y100 K0R237 G28 B36ed1c24C0 M95 Y100 K29R179 G35 B23b32317C0 M0 Y0 K80R88 G89 B9158595bC0 M0 Y0 K100R0 G0 B00000002.2 Colour Canadian Tourism Commission brand guidelines, Version 2.0, October 200919

Selecting colours and shadesThe dark, medium and light shades from the main palette each have their ownpurpose, as outlined below. Explorer red, open grey and black are only meantto be used for very specific elements.DarkThe darkest shade of each colour is reservedmainly for headlines and large callouts.MediumThe medium shade of each colour can onlybe applied to the pattern or journal graphics(see section 2.3).Explorer redThe lighter shade of explorer red only appears inour logos, with the darker shade reserved strictlyfor the full-colour marketing logo.LightThe light shade of each colour is for bar graphicsand backgrounds, which are often overlaidwith journal or pattern graphics. When orderingmerchandise, make this the primary shade.Open grey and blackOpen grey is used for body copy and captions.When legibility is a concern on account of typesize or reproduction limitations, use black.2.2 Colour Canadian Tourism Commission brand guidelines, Version 2.0, October 200920

Colour combinationsHere are some suggested colour combinations that are sure to work well togetherwhen you’re putting together a text-dominant composition (with one colour forthe display text and one colour for the graphics).Fresh greenFreedom orangeExpressive blueDiscovery greenCatalyst brownFreedom orangeExpressive blueCurious yellowFresh greenInquisitive blueFresh greenCatalyst brownCurious yellowExpressive blueFresh greenFreedom orangeCatalyst brownInquisitive blue2.2 Colour Canadian Tourism Commission brand guidelines, Version 2.0, October 200922

2.3 GraphicsOur proprietary graphics lend texture, depth and personalityto our communications, all in a way that reflects a traveller’sexperience of discovery and self-expression in Canada.We’ve developed three main types:• Journal graphics evoke the sketches and writings of atraveller to Canada’s geographic and cultural landscapes.• Pattern graphics are inspired by Canada’s naturalenvironment.• Bar graphics serve to contain the pattern or journal graphics,logos and short passages of text.23

Journal graphicsThese graphics represent travellers’ hand-rendered impressions of the country.We currently have a roster of 10, each available in two or more languages. Youcan assign any colour from our palette to the graphics, with the backgroundtaking the light shade and the graphic taking the medium shade. (Please notethat journal and pattern graphics cannot be used together.)Available in English, French, German and SpanishAvailable in English and FrenchShade selectionMediumLightJournal graphicBackgroundChinatown (detail) Maritimes (detail) Québec (detail)Toronto (detail)Night Out (detail) Rockies (detail) West Coast (detail)Pacific Rim (detail)Ontario (detail)Drumheller (detail)The journal graphics were created byTania McCormack and Adam Rogers.2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200924

Pattern graphicsThese four graphics are inspired by the patterns found in Canada’s naturalenvironment. You can assign any colour from our palette to these graphics, withthe background taking the light shade and the pattern taking the medium shade.(Please note that journal and pattern graphics cannot be used together.)Shade selectionMediumLightPattern graphicBackgroundLeaves (detail) Pebbles (detail) Pine Needles (detail) Waves (detail)The pattern graphics were created by Virginia Johnson.2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200925

Scaling and croppingBoth the journal and the pattern graphics are designed to be cropped so thatonly a small section appears in a composition. When scaled and croppedappropriately, the graphics will feel bold, dynamic and clear, rather than clutteredor cramped. You can also rotate the graphics slightly, although the relativeposition and size of the individual elements shouldn’t be altered.Journal graphic (print application)Pattern graphic (print application)IncorrectCorrectIncorrectCorrectWhen scaled and cropped properly, you’ll get just a hintof what’s written in the journal graphics, rather than beingable to read whole passages. In small-scale applicationslike publications and ads, use actual handwriting for sizecomparison; of course, larger applications like displaysand banners call for a larger scale.Once scaled and cropped, you should only see a portionof the pattern, never the whole graphic.2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200926

Bar graphicsOur four bar graphics are used to contain elements like graphics, logos andsometimes brief passages of text. Since they act as background, they can takeany of the light shades from our palette. These bars are always overlaid witha pattern or journal graphic, which is fully contained by the bar. All CTC andpartner logos also appear within the bar. (The CTC Brand Manager must approveplacement of logos outside of the graphic.)This longer bar is for extra-wide applications, like double-page spreads.Shade selectionMediumLightPattern orjournal graphicBackground2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200927

Bar graphics: positioningThe bar graphics are positioned differently for print, online and environmentalapplications, as shown below. In all cases, we use no more than one bar for eachcomposition, and we always have the option of not using one at all (see page 16).Print Online EnvironmentalIn print applications, the bar appears on the bottom.In online applications, including websites andemail invitations, the bar is positioned at the top.For environmental applications like tradeshow boothsand banners, the bar can appear on any side.2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200928

Bar graphics: flipping and scalingThe bar graphics can be flipped and scaled lengthwise to fit any application.To customize the height of the bar, you can either crop the bottom edge, oruse the “direct selection tool” in Illustrator to extend the bottom edge withoutdistorting the curved edge. In all cases, please use the full length of the barrather than cropping off the ends.FlippingScaling and croppingDo not crop the ends of thebar—always use the full length.To increase the height, extend the bottomedge without distorting the curved edge.You can do this in Illustrator using the“direct selection tool.”2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200929

Bar graphics: pairing with photographyWhen pairing a bar graphic with a photo, we use a white line to separate them.The thickness of this line is the same as the thickest part of the “C” in the mainCTC logo in the composition. This holds true regardless of whether you’re usingour marketing logo or the Canada wordmark (see section 2.6 for more aboutello” in polar bear.choosing the right logo for different applications).Asia PacificStrategic Marketing and Sales Plan 2009Marketing applicationCorporate applicationAsia PacificStrategic Marketing and Sales Plan 2009Learned how to say “hello” in polar bear.www.canada.travelEqual thicknessEqual thickness2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200930

Bar graphics: examplesHere are three examples showing how to use the bar graphics with other elements.Gewinnen sieeine wasserreisenach Ontario, Kanada!Watch rare birds soarthrough the sky or costumeddancers float across a stage.Learned how to say “hello” in polar bear.Kanadaria – glitzerndes Wasser Wir entleihen der Sprache der kanadischen Iroquoisdas Wort Kanadaria, das im Deutschen für »glitzerndes Wasser« steht. Wir zeigen,Mehr Informationen auf: www.kanadaria.de und www.vivaconagua.orgwww.canada.travelBar graphic with photo, pattern graphic,marketing logo and URL.White headlines will not always be legibleover an image. In such cases, use the darkshade of the same palette colour that you’veused in the bar, or choose another colour thatcomplements the bar colour.Bar graphic with photo, pattern graphic,marketing logo, partner logos and a shortpassage of copy.Bar graphic with pattern graphic in textdominantcomposition.This is an example of the interior page layoutof a brochure or publication. Logos are onlyrequired on the cover of such applications.2.3 Graphics Canadian Tourism Commission brand guidelines, Version 2.0, October 200931

2.4 TypographyOur typography helps to set the contemporary and cleartone of our communications. From the layout of theheadlines to the format of URLs, every detail plays animportant role in establishing our voice. The standards thatfollow have been designed to provide consistency while stillallowing for plenty of flexibility.32

TypefacesOur main typeface is Helvetica Neue (licensed from Linotype). Specific weightsof Helvetica Neue are used for different types of text, such as headlines, bodycopy and subheads.abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzHelvetica Neue 35 ThinUsed for headlines over 30pt.abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzHelvetica Neue 45 LightUsed for body copy, headlines below 30pt and subheads.abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzHelvetica Neue 65 MediumUsed for URLs, subheads and to highlight passages of body copy.Helvetica Neue 36 Thin Italic, 46 Light Italic and 66 Medium ItalicUsed in special cases for the titles of books, films, etc.,as well as to highlight certain passages in body copy.To purchase Helvetica Neue, visit the Linotype website at www.linotype.com.To ensure consistency in both Mac and PC environments, we recommendpurchasing the OpenType version.2.4 Typography Canadian Tourism Commission brand guidelines, Version 2.0, October 200933

Secondary typefacesArial is our secondary typeface. It’s only used when our primary typeface isunavailable, such as on the web, in PowerPoint presentations and in documentscreated in Microsoft Word or Excel (like letters and memos).abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzArial regularUsed for body copy, headlines and subheads.abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyzArial boldUsed for URLs, subheads and to highlight passages of body copy.Arial italic and bold italicUsed in special cases for the titles of books, films, etc.,as well as to highlight certain passages in body copy.2.4 Typography Canadian Tourism Commission brand guidelines, Version 2.0, October 200934

Typography stylesThese general guidelines ensure legibility and a clean, modern, consistent look.Don’t forget that ample white space can make good typography even better.For consistency, align all text to the left; avoid centering or justifying.HeadlinesHelvetica Neue 35 Thin (above 30pt)Helvetica Neue 45 Light (below 30pt)Headlines are larger than body copy and arealways set in sentence case. They can be setin the dark shade of any of the palette colours,or they can be reversed out of a solid colour.Headlines are only set in open grey or blackwhen colour isn’t available.The leading of headlines is determinedby multiplying the font size by 1.25(e.g. if the font size is 30pt, the leading is 37.5pt).Body copyHelvetica Neue 45 LightBody copy is usually set in open grey, unlessit is reversed out of a solid colour. It can also beset in black if legibility is a concern.The leading of body copy and subheads isdetermined by multiplying the font size by 1.5(e.g. if the font size is 9pt, the leading is 13.5pt).SubheadsHelvetica Neue 65 MediumSubheads are the same size and leading asbody copy, and are set in sentence case justlike headlines. They can be set in the samecolour as the body copy or set in the darkshade of one of the palette colours.URLsHelvetica Neue 65 MediumWebsite addresses are always set in the sametypeface, regardless of whether they appearin isolation or within body copy. (For more onURLs, see the next page.)Things to doWatch rare birds soar through the sky or costumed dancersfloat across a stage. Laugh your head off at a comedyfestival or wash your cares away in a healing mineral bath.Cruise the high seas on a luxury liner or ride the historicrailcars of another era. Whatever you’re into, however youlike to travel, Canada has a wide range of exciting optionsfor the explorer in you. Indeed, for the explorer in all of us.Festivals and eventsAudiences tap their feet, roar with laughter and applause.Communities gather to celebrate their heritage, participatein tradition. The best in Canadian and international talentcome together to share ideas and experiences. Festivalsand events bring all sorts of people together for all sortsof reasons. But the basic reason—to have a good time.So come to Canada, and join the party.To find out more, visit us online at www.canada.travelHeadline, body copy, subheads and URL2.4 Typography Canadian Tourism Commission brand guidelines, Version 2.0, October 200935

proof reader signature dateOur website addressOur URL serves as our primary call to action in marketing communications.Here are a few guidelines for dealing with the URL in isolation.www.canada.travelwww.canada.travelLearned how to say “hello” in polar bear.www.canada.travelwww.canada.travelwww.canada.travelTypeface and colourOur URL is set in Helvetica Neue 65 Medium. Againsta light background, it can be set in either open grey orone of the brand colours; against a medium or darkbackground, it should be reversed out.Proportionfile name CTC_logo_horz_BIL_PMS_R_Sm.eps1 9 o c t 0 6 docket # KPV CTV C61419 designer Marsha/TimAE/CLclient CTC digital artist Marny1size Small Applications prod HelenWRfont families none software Illustrator CS2 versionimages none file format MAC EPSADWhen the URL is used in isolation, its x-height should be equal to orPRPMS 485 Clarger than the x-height of the “keep exploring” tagline in our marketinglogo. Be sure that the logo is clearly legible in all applications.APPROVEDDATEPositionThe URL usually appears in thebottom left corner, opposite ourmarketing logo. When partner logosappear in the bottom left corner,the URL can be placed elsewhereaccording to the needs of the design.2.4 Typography Canadian Tourism Commission brand guidelines, Version 2.0, October 200936

2.5 Writing styleA great deal of our personality comes across in how we speak.This section will give you an introduction to writing for the CTCin a way that gives all of our communications a consistent andinspiring voice.The audience for our writing falls into three main groups: travellers, corporateand media. Each audience calls for a distinct style.TravellersAll of our marketing communications are directed toward travellers, who call forthe most informal, personal and evocative writing style. (See page 39 for moreabout speaking to travellers.)CorporateWe use a less casual writing style for corporate audiences, which includesourselves, our industry partners and the Government of Canada. While thatmeans fewer personal pronouns and less storytelling, it doesn’t mean that ourpersonality completely vanishes.MediaWe put media releases and press kits under the “corporate” umbrella forbranding purposes, but writing for a media audience has its own style.Remember that your writing will set the tone for what the media inevitablycommunicates to consumers. So even though the style is not as personal,we never want to lose the sense of excitement, discovery and life-changingpossibility that Canada embodies.For more detail about our writing style, take a look at our expandedguide, Canadian Tourism Commission Writing Style Guidelines.(See page 99 for contact details.)37

The essentialsWe often write for different kinds of audiences, thereare certain qualities in our voice that you’ll always find.Keep the following essentials in mind.Be true to our personality.Our brand is informal, witty and authentic, so write in a way that reveals thosetraits. You’ll want to be especially personal and conversational when speakingto travellers. Even when using a less casual style for corporate and mediaaudiences, you can do so in a way that still sounds distinctly like us.Remember what makes us unique.Simpler is smarter.We like to keep things straightforward, so avoid highly figurative or idiomaticwriting (with lots of colloquial expressions and cultural references). Along thesame lines, titles and subheads should say right up front what you’re going tobe describing. This is critical if what you’re writing is going to be translated.Say it with feeling.Choose colourful nouns and active verbs that convey real emotion. Add life toyour sentences by replacing invisible verbs like “go” and “have” with dynamicones like “explore” or “embrace.” Most importantly, don’t be afraid to begenerous with personal pronouns like “you” and “we.”Our unique selling propositions (see section 1.3) are our strengths, the thingswe do differently than anywhere else. Always highlight them when talking topeople about Canada.2.5 Writing style Canadian Tourism Commission brand guidelines, Version 2.0, October 200938

Speaking to travellersOur promise to travellers is that when they visit Canada,they can create their own unique and extra-ordinary personalexperiences. Our writing captures an intimate moment intime and evokes the feelings you’ve felt when travellingthe country—fun, peace, elation, wonder. Here are a few tipsfor telling these stories.Take us there with you.Like one traveller talking to another, you want to sound as though youare telling a good friend about your unique experiences in Canada, exactlyas you felt it.What does the beach in Tofino smell like? What do the Prairies sound like?What does a tourtière taste like in Montreal on Christmas Eve? Know theplace you’re describing, and then blend your knowledge with personality,passion and fresh perspective.Celebrate our favourite explorers.Our three target Explorer Types have a lot in common (see section 1.4).That’s great, because it allows us to talk to them about the things they careabout, all in a voice that appeals specifically to them. Ask yourself thesequestions when writing for prospective travellers:Does it offer them a sense of connection to the place?Does it sound personal? Natural? Intimate?Does the experience you’re describing feel unique and authentic?Are you encouraging them to explore the culture and seek out personal growth?Does the experience sound exciting, exotic?Will it create a movie in their heads?For more about the Explorer Types, take a look at Experiences—our marketing toolkitfor partners of the CTC—at www.canada.travel/experiencesRemember, this isn’t factual downloading—it’s personal. It’s how the feelingof being in our country distinguishes us from every other place. We wanttravellers to be able to see themselves in the narrative, to understand thatthey could be the heroes of the story.2.5 Writing style Canadian Tourism Commission brand guidelines, Version 2.0, October 200939

Writing samplesCorporate employment postingMedia releasePrint adsBeforeFlexible work arrangementsWe offer a flexible work environment that allowsfor flextime, compressed work weeks, part-timearrangements and telework. When your workrequires that you work additional hours, weoffer compensatory time off or, in some cases,paid overtime.AfterFlexibilityWe’re flexible. That means you can work flextime,part-time, a compressed work week ortelecommute. As long as the setup makes sense,we support it. And if you have to work extra hoursto meet your goals, we’ll make sure that you’recompensated for your hard work.BeforeCanada is a land of wide open spaces, beautifulscenery and wildlife with interesting monumentsto visit.AfterSince the launch of the Canada. Keep Exploring.brand, we’ve successfully repositioned ourgreat country as an exciting, engaging vacationdestination where visitors can create their ownextra-ordinary stories. Canada offers travellerssophisticated, vibrant cities on the edge ofpristine nature, where spectacular and life-alteringadventures can be experienced in unique settings.BeforeCities on the edge of nature.AfterCould’ve taken a taxi but decidedon a more scenic route.BeforeWhere can you see a polar bearwithout going to the zoo?AfterLearned how to say “hello” in polar bear.2.5 Writing style Canadian Tourism Commission brand guidelines, Version 2.0, October 200940

file name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATE2.6 LogosWe have three distinct logos that we use in differentcombinations depending on our audience and the typeof communication.Marketing logo1 9 oWe 1c t 0 6use our marketing logo in all of our consumer-facing, partneredPMS 485 CPMS 484 Ccommunications, as well as in our office signage and merchandise.Canada wordmarkThe wordmark is part of the Government of Canada’s Federal IdentityProgram (FIP), which allows for clear and consistent identification ofgovernment institutions. The wordmark appears in all of our materials,regardless of the audience.Corporate signatureThe wordmark is also part of the Government of Canada’s FederalIdentity Program (FIP). The signature is only used for communicationsthat don’t address consumers directly.41

PMS 485 CPMS 484 CPMS 485 CPMS 484 CPMS 485 CPMS 484 CPMS 485 CPMS 484 CPMS 485 CPMS 484 CPMS 485 CPMS 484 CPMS 485 CPMS 484 Cfile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAE/CLWRADPRAE/CLWRADPRAE/CLWRADPRAE/CLWRADPRAE/CLWRADPRAE/CLWRADPRAPPROVEDAPPROVEDAPPROVEDAPPROVEDAPPROVEDAPPROVEDAPPROVEDDATEDATEDATEDATEDATEDATEDATEChoosing the right logosThe tables below show how to choose the right logos for your communication.To comply with Federal Identity Program standards, the relevant logos aremandatory on all materials.Corporate materialsThese materials are strictly for the CTC, the tourism industrytrade partners, or the Government of Canada.Stationery products*Letterhead, business cards,calling cards, envelopesMarketing and promotionalThese materials address consumers directly, and are alwayspartnered with industry or the Government of Canada.Advertising and mediaPrint, television and internet advertising;multimedia and audio visual products.Facility signageDocument templates*Memos, applications,notices, registration, fax,cover sheets, contracts, etc.Official websiteCorporate publicationsAnnual reports, other reports,plans, presentations, newsreleases, etc.Personnel identificationUniforms, badges, certificates,awards, etc.Video media asset end frameCollateral communicationsBrochures, posters, kit folders, etc.Special eventsExhibits, displays, tradeshows,promotional activities, etc.Outdoor and transit advertisingBranded partnered tourismproduct websitePromotional giveawaysTourism industry endorsementPMO, DMO, SME1 9 o c t 0 611 9 o c t 0 611 9 o c t 0 611 9 o c t 0 611 9 o c t 0 611 9 o c t 0 611 9 o c t 0 61* The Publishing department has created a number of document and stationery templates for general use.2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200942

proof reader signature dateproof reader signature dateproof reader signature dateMarketing logo: language variationsVersions of our marketing logo in several languages are available for use indifferent markets. These are the only approved variations—logos using otherlanguages must not be created.file name CTC_logo_horz_SPN_PMS_Sm.epsAPPROVEDDATEfile name CTC_logo_horz_BIL_PMS_Sm.eps1 9 o c t 0 6 docket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist MarnyBilingual (English 1size and Small Applications French)prod Helenfont none software Illustrator families CS2 versionimages none file format MAC EPSFor use in CanadaPMS 485 Cand France.PMS 484 CAE/CLWRADPRAPPROVEDDATEfile name CTC_logo_horz_ENG_PMS_Sm.epsAPPROVED1 9 0 6AE/Englisho c t1docket # KPV CTV C61419 designer Marsha/TimCLclient CTC digital artist Marnysize Small prod HelenApplicationsWRfont families none software Illustrator CS2 versionimages none file format MAC EPSADFor use in the PMS 485 USA, C the UK, Germany, SouthPRPMS 484 CKorea, China, Japan and Australia.DATESpanish1 9 o c t 0 61PMS 485 CFor use in Mexico.PMS 484 Cdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSAE/CLWRADPR2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200943

proof reader signature dateproof reader signature dateproof reader signature dateproof reader signature dateMarketing logo: colour variationsFour distinct colour variations of our logo are available, allowing for flexibilitywith different types of backgrounds and media. Each variation is available in allfour of the language variations on the previous page, and you’ll have a choiceof CMYK, RGB and spot colour files wherever appropriate. No other colourvariations can be used.1 9 o c t 0 6file name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist MarnyAPPROVED DATECL1size Small Applications prod HelenWRfont families none software Illustrator CS2 versionimages none file format MAC EPSFull-colour (spot)ADPMS 485 CPRPMS 484 CUse in spot colour applications against white orlight backgrounds. (Also available in RGB versions.)AE/Full-colour (CMYK)Use in four-colour process applications against whiteor light backgrounds. This variation has the trademarksymbol set in black to ensure readability.1 9 o c t 0 6file name CTC_logo_horz_BIL_PMS_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/TimCLclient CTC digital artist Marny1size Small Applications prod HelenWRfont families none software Illustrator CS2 versionFull-colour (reverse)images none file format MAC EPSADPRUse in colour PMS applications 485 C against medium todark backgrounds or image. (Available in spotcolour, CMYK and RGB versions.)AE/APPROVEDDATEfile name CTC_logo_horz_BIL_K_Sm.eps1 8 o c t 0 6 docket # KPV CTV C61419 designer Marsha/TimAE/CLclient CTC digital artist Marny1size Small Applications prod HelenWRfont families none software Illustrator CS2 versionimages none file format MAC EPSADBlack and white kPRUse in black-and-white applications against white orlight backgrounds. (Available in spot colour and RGB.)APPROVEDDATE1 9 o c t 0 61file name CTC_logo_horz_BIL_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSADReversePRWHITEUse in black-and-white applications againstmedium to dark backgrounds or image.AE/CLWRAPPROVEDDATE2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200944

PMS 485 CPMS 484 Cfile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEMarketing logo: size and clear spaceWe’ve created a smaller version of the logo to guarantee that the trademarksymbol is still legible when the logo is less than 5cm across. To determine theminimum clear space—or exclusion zone—for any size of logo, use the heightand width of the “C” in “Canada.”5cm (2)1 9 o c t 0 612.5cm (1)Large logoUse this version when the logo will be5cm (2”) or wider.Small logoUse this version when the logo will be between2.5cm (1”) and 5cm (2”) in width. (Note that thelogo should never be narrower than 2.5cm.)file name CTC_logo_horz_BIL_PMS_Sm.epsAPPROVED1 9 o c t 0 6 docket # KPV CTV C61419 designer Marsha/TimAE/CLExclusion zoneclient CTC digital artist Marny1size Small Applications prod HelenWRfont families none software Illustrator CS2 versionThe minimum clearimagesspacenoneisfile formattheMAC EPSsameADPMS 485 Cproof reader signature datePRheight and PMS width 484 C as the “C” in “Canada.”DATE2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200945

Canada wordmark: colour variationsFor flexibility with different backgrounds and media, three distinct colour variationsof the Canada wordmark are available. The full-colour variation is reserved strictlyfor corporate applications in colour on white or light backgrounds. The other twomay be used in marketing applications as well as corporate applications. Noother colour variations can be used.Full-colourUse in corporate applications in colour, againstwhite or light backgrounds. (Available in spot colour,CMYK, and RGB versions.)Black and whiteUse in marketing applications in colour or black andwhite, as well as corporate applications in black andwhite, against a white or light background. (Availablein spot colour and RGB.)ReverseUse for any applications on a medium to darkbackground (including photos).2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200946

Canada wordmark: size and clear spaceFor legibility, the Canada wordmark shouldn’t be scaled down to less than 2cm(0.79”) across. Also, give the wordmark plenty of room to breathe with a clearspace (or exclusion zone) equal to the height and width of the “C” in Canada.2cm (0.79")Minimum widthTo keep the elements legible,the width should always be2cm (0.79”) or more.Exclusion zoneThe clear space is the same heightand width as the “C” in “Canada.”2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200947

Corporate signature: language variationsThe corporate signature is available in two different versions, one with English asthe first language and one with French as the first language. These are the onlyapproved variations—other language versions must not be created.Bilingual (English primary)For use when English is the primary language.Bilingual (French primary)For use when French is the primary language.2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200948

Corporate signature: colour variationsThree distinct colour variations of our corporate signature are available, all reservedstrictly for corporate applications. No other colour variations can be used.Full-colourUse for corporate applications in colour, against white or light backgrounds.(Available in spot colour, CMYK and RGB versions.)Canadian TourismCommissionCommission canadiennedu tourismeCanadian TourismCommissionCommission canadiennedu tourismeBlack and whiteUse for corporate applications in black and white, against a whiteor light background. (Available in spot colour and RGB.)ReverseUse for corporate applications in black and white,against a medium to dark background (including photos).2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200949

Corporate signature: size and clear spaceFor legibility, the signature should always be 4cm (1.57”) across or larger.To determine the clear space (or exclusion zone) at any given size, just usethe height of the flag icon within the signature.4cm (1.57")Minimum widthFor legibility, the width shouldalways be 4cm (1.57”) or more.Exclusion zoneThe minimum clear space is the same as theheight of the flag icon, as shown by the Xs above.2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200950

docket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datePMS 485 CPMS 485 Cfile name CTC_logo_horz_BIL_PMS_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAE/CLWRADPRAPPROVEDAPPROVEDDATEDATELogos: do thisTo guarantee legibility, follow these guidelines whenever using any of our three logos.Full-colour applicationsPatternsfile name CTC_logo_horz_BIL_PMS_Sm.epsAPPROVED DATE1 9 o c t 0 6AE/CLUse the full-colour 1 logo variationsWRADPMS 485 Cagainst white or light backgrounds.PRPMS 484 CUse the reverse full-colour variationsagainst coloured backgrounds.Use the logos in areas that don’t conflictwith the pattern or journal graphics.1 9 o c t 0 61Restrictive colour applicationsPhotographyUse the black-and-white variationsagainst white or light backgroundswhenever colour isn’t an option.Use the reverse variations on black ordark backgrounds.When placing the logos over photos,use an uncluttered area. Make surethat the red leaf doesn’t disappearagainst the background.1 9 o c t 0 612.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200951

file name CTC_logo_horz_BIL_PMS_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEfile name CTC_logo_horz_BIL_PMS_R_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEPMS 485 CPMS 484 Cfile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature datefile name CTC_logo_horz_BIL_PMS_Sm.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Small Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateWRADPRAE/CLWRADPRAPPROVEDAPPROVEDDATEDATELogos: don’t do thisWe want our logos to look their best and be consistent wherever they’re used.Here are a few things to avoid.Relative positioningLogo elementsText and typefaceSkewcome to Canada!1 9 o c t 0 61Do not reposition any of the elementswithin the logo.Do not use pieces of the logo ontheir own.Do not replace any of the textor typefaces.Do not skew the logos—scale themproportionally.Logo colourHue and toneBusy areas of textureWhite or coloured boxesDo not change the colour of anyof the elements.1 9 o c t 0 61Do not use the logo on colours that willPMS 485 Chide or clash with the colours in the logo.1 9 o c t 0 61Do not use the logo over busyPMS 485 Cbackgrounds.1 9 o c t 0 61PMS 485 CPMS 484 CDo not isolate the logo in awhite or coloured box.AE/CL2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200952

Corporate logo combinationsFor corporate materials, follow these basic guidelines for positioning and sizingthe two required logos. Remember that the logos will work best when givenplenty of open space free from distracting elements.Canadian TourismCommissionCommission canadiennedu tourismexCanadian TourismCommissionCommission canadiennedu tourisme2xPositionThe signature should normally appear on the upper left corner,and the wordmark should appear on the bottom left corner.RatioThe signature should be twice the width of the wordmark.2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200953

Corporate examplesWe’ve created templates for corporate stationery, forms, faxes andPowerPoint presentations. Please contact the Publishing departmentfor these templates.Gloria LoreeExecutive Director, Communications, Media and Public RelationsSuite 1400, Four Bentall Centre,1055 Dunsmuir Street,Box 49230, Vancouver, Canada V7X 1L2Tel: 604 638-8365 Fax: 604 638-8438E-mail: loree.gloria@ctc-cct.cawww.canada.travelCorporate stationeryIn recognition of our Olympic partnership,VANOC’s “Host Country” logo will appear onletterhead, business cards and envelopes onlyuntil the completion of the 2010 Winter Games.This logo appears in the bottom right corner.Corporate CTC websiteOn the CTC’s corporate site, the Canada wordmarkappears in the upper right corner instead of thebottom left corner.PowerPoint template2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200954

ymkfile name CTC_logo_horz_BIL_CMYK_Lg.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Large Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEymkfile name CTC_logo_horz_BIL_CMYK_Lg.epsdocket # KPV CTV C61419 designer Marsha/Timclient CTC digital artist Marnysize Large Applications prod Helenfont families none software Illustrator CS2 versionimages none file format MAC EPSproof reader signature dateAE/CLWRADPRAPPROVEDDATEproof reader signature dateMarketing logo combinationsFor marketing applications, follow these basic guidelines for the relative positionand scale of our marketing logo and Canada wordmark. Remember that thelogos will have the most impact when given plenty of clear space.xPartner logo2xPosition (single partner)When the Government of Canada isour sole partner for a marketing piece,our marketing logo appears on thebottom right corner, with the Canadawordmark in the upper left.1 9 o c t 0 61Position (multi-partner)When we have other partners inaddition to the Government of Canada,the wordmark moves to the bottom leftcorner with the partner logos followingit to the right.1 9 o c t 0 61file name CTC_logo_horz_BIL_CMYK_Lg.epsAPPROVED DATE1 9 o c t 0 6 docket # KPV CTV C61419 designer Marsha/TimAE/CLclient CTC digital artist MarnyRatio 1size Large Applications prod HelenWRfont families none software Illustrator CS2 versionm images none file format MAC EPSADThe marketing y k logo should be two timesPRthe width of the Canada wordmark.Wordmark colourFor marketing applications, only use theblack-and-white or reverse variations ofthe wordmark. (The full-colour variationis only for corporate applications.)Exceptions to these position guidelines may be made for online and environmentalapplications (like tradeshow booths). In such cases, consult with the CTC Brand Manager.2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200955

Marketing examplesHere are a few sample marketing materials showing slightly different uses of thelogos. The guidelines on the previous page usually apply, but there are certainexceptions for small-to-medium enterprise (SME) and merchandise applications.Gewinnen sieeine wasserreisenach Ontario, Kanada!Learned how to say “hello” in polar bear.Kanadaria – glitzerndes Wasser Wir entleihen der Sprache der kanadischen Iroquoisdas Wort Kanadaria, das im Deutschen für »glitzerndes Wasser« steht. Wir zeigen,Mehr Informationen auf: www.kanadaria.de und www.vivaconagua.orgfrontbackwww.canada.travelPrint adMultiple partner adfrontbackSME brochureSMEs can apply the CTCbrand identity in their owncommunications. Since these arenot partnered applications, only themarketing logo is required.Baseball cap and mugOn merchandise, only the marketing logo is required.2.6 Logos Canadian Tourism Commission brand guidelines, Version 2.0, October 200956

2.7 Putting it all togetherBefore you finalize a communication, use these simple questions to helpmake sure that the tools that you’ve chosen add up to a whole that isappealing, effective and consistent with our brand.PhotographyDo the photographs thatI’ve used showcase aunique experience?Writing styleDoes the copy sound trueto our brand?Learned how to say “hello” in polar bear.TypographyHave I used the righttypefaces and styles? Isthe layout clean, modernand simple?ColourHave I selected andassigned the colourscorrectly? Do theycomplement thecomposition?www.canada.travelLogosDid I choose the right logos,and use them in the properpositions and scale?GraphicsHave I used the pattern,journal or bar graphics tosupport the concept?2.7 Putting it all together Canadian Tourism Commission brand guidelines, Version 2.0, October 200957

Our brand in action3.1 Corporate applications3.2 Marketing applications3.3 Merchandise3.4 Events and tradeshows58

3.1 CorporateapplicationsIf a communication does not directly address consumers and is notpartnered, then we consider it a corporate application of our brand.This section gives an overview of corporate applications, fromstationery to PowerPoint presentations. We’ve already producededitable templates for many common items; to start using them,either check the CTC intranet or get in touch with the Publishingdepartment.To comply with the standards of the Federal Identity Program,all corporate applications must use both the Canada wordmarkand our corporate signature. See section 2.6 for details.59

Canadian TourismCommissionCommission canadiennedu tourismeStationery: letterhead, envelope, business card and nametagOur stationery templates have been created with fixed and editable regions,allowing you to customize contact details. (Note that the Olympic and ParalympicHost Country Composite appears only on these items and only until thecompletion of the 2010 Winter Games.)DIE #015SHEET SIZE: 9.75” x 12”Vancouver, CanadaV7X 1L2Gloria LoreeMedia and Public Relations, Canadian Tourism CommissionVancouver, CanadaV7X 1L2NametagThe name should be set in the headlinestyle, in one of the brand colours.DIE #015SHEET SIZE: 9.75” x 12”No.10 envelope (front and back)LetterheadBusiness cardAll business cards are bilingual, with one sideprinted in English and the other in French.3.1 Corporate applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200960

Multi-purpose folderOther colours and patterns may be used, and photos can optionally be includedon the inside. The logos and URL are fixed.www.canada.travelFolder cover (9” x 12”)Inside3.1 Corporate applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200962

Greeting cardThis folding card fits a standard A2 envelope, and allows for changes to thephotography, colours and graphics. The logos, recycling symbol and URL are all fixed.www.canada.travel100%Greeting card (4.125” x 5.25”, front and back)3.1 Corporate applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200963

PowerPoint presentationsOur standard PowerPoint template offers a number of cover, divider and text pageoptions to suit a wide variety of presentations.Cover page (available in several colours and patterns)Inside pages (available in several colours and patterns)3.1 Corporate applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200964

ReportsOur standard report template is editable to allow for both consistency and flexibility.Asia PacificStrategic Marketing and Sales Plan 2009Report cover3.1 Corporate applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200965

WebsitesFor all corporate websites, the corporate signature appears in the upper leftcorner and the Canada wordmark in the upper right corner.Corporate website homepage3.1 Corporate applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200966

3.2 MarketingapplicationsIf you’re working on a consumer-facing or partnered piece,then it qualifies as a marketing application of our brand.Within this section are examples of marketing applications, suchas posters, advertising, websites, publications, and brochures.Merchandise and exhibitions, tradeshows and events are alsoconsidered marketing applications, but are covered separatelyin sections 3.3 and 3.4.All of our marketing applications must use the Canada wordmark alongsideour marketing logo. The only exceptions are merchandise and promotionalgiveaways, which use the marketing logo alone.67

PostersCould’ve taken a taxi but decided on a more scenic route.Learned how to say “hello” in polar bear.www.canada.travelwww.canada.travel3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200968

Print advertisingFound new world cuisineamid old world charm.Taking a dog sled to theworld’s greatest light show.Lounging on a yacht by day.5-star dining by night.Create your own story atwww.canada.travelPrint ad (USA)Print ad (multi-partner)Like your travel experienceswith a bit of a twist? Look inside.www.canada.travelPrint ad (USA)3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200969

Publications: Ski CanadaOur Ski Canada magazine is available as an editable template to suit therequirements of your country and market.comewinter 2008-09 your guide to canadian skiing + snowboardingSKIcanadaThere’s something in the snowthat just makes people friendlier.PHOTO: Whistler/Eric Bergergo deeper with powderfrom november to maylet the friendly localsshow you theirsecret terrainmassive mountainsadventures of a lifetimeshort lift linesaffordable packagesSki Canada spread (Australia edition)Ski Canada cover (Australia edition)3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200970

Publications: other publicationsCanada’s First Peoples invite you to voyageacross sea, land, myth and memorymanitobaAboriginal booklet (inside spread)Manito Ahbee – Festival for AllNations and Bannock PointWinnipeghearts beat faster during this Festival forAll Nations www.manitoahbee.comexperience:Manito Ahbee – Festival for AllNations and Bannock Pointdestination:Winnipeg, MBseason:October 31 to November 9,2008Aboriginal peoples:First Nations, Non-status, Métisand InuitAboriginal cultural tourism |25Aboriginal booklet (cover)3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200971

FSIsWe often work with partners to develop free-standing inserts (FSIs) for newspapers.These inserts do not need to include all partner logos on the cover page; instead,we try to pair logos with relevant information inside.Found new world cuisineamid old world charm.When down-filled duvets andheirloom china are what yousee, life’s not that rough.But at second glance, you’ll find yourself in an ultra-luxurious resort that justhappens to be off the beaten path. This is one of the happy surprises you’llexperience in Canada. Read on and learn that here, it’s more about livingthe life than seeing the sights. From the luxurious to the unique to the slightlyunexpected, you’re sure to find just what you’re looking for. To get the latest onthese and other Canadian travel experiences, go to www.canada.travel/escapeDrop in. the 3,000belugas won’t mind.Churchill, Manitoba’s most famous summer residents are definitelythe beluga whales that gather in the thousands off its shores. And allyou have to do to get up close and personal with these A-listers isslip on some snorkeling gear. True, they can’t sign autographs, butthey’re more than happy to pose for the paparazzi.www.travelmanitoba.comSafari, Canadian styleThe Clayoquot Wilderness Resorts & Spa,located in the Clayoquot Sound UNESCOBiosphere reserve, is an amazing blend ofnature, luxury and ecological responsibility.A visit to British Columbia allows you toescape into the wilderness, without forsaking apampered lifestyle.www.wildretreat.comUtem del loremLut delesectem dolore del eblandre mod mod modtie vel iureet pratummy nullaore feu faciduis nibheugait amte diamconsed ming elisl iril incinit numThe arias and the altitude:they’ll both take yourbreath away.The town of Banff in Alberta’s Rocky Mountainsis one of the best places in the world to get yourculture fix. That’s because the Banff SummerArts Festival (May through to September) offersthe latest in dance, music, opera, the visual artsand more.www.banfflakelouise.comFeel like you’re floatingon air—or water anyway.No treading water necessary in Little ManitouLake. Instead, you can just kick back and relax.Literally. Little Manitou has a higher mineraldensity than the Dead Sea, so you’ll floatwithout the slightest effort. And if that’s notintriguing enough, there are all those healingproperties the water is reputed to have.www.sasktourism.comdipit num zzrit, sendit at exercidunt accumsanhent incillandre ming esecte dolorero et, suscilit lafaccummy nullandit nonsequatie.www.xxxxx.comStart planning today at www.canada.travel/funInside spreadLike your travel experiences with a bit of a twist? Look inside.www.canada.travelCover17 APR 2008 0930 100% V2 Integrated Production Studio APPROVED BYFILE NAME C86178_FSI_Boston.indd DESCRIPTION CTC FSI for NEW YORKBIGCoverPage 1 of docCLIENT Canadian Tourism Commission COLOURSC M Y KDOCKET CTC USO C86178TRIM 9" x 10.875" DA ms/ea/lm PIC INFO all okLIVE 8.625" x 10.5" AD tim/kathy SEPS RUN lm onscreen Apr 17OPEN TRIM 18" x 10.875" PR rahima OUTPUTADWRITERPRODPROOFREADBLEED 18.25" x 11.125" PAGE 1 FONTS Hel Neue LT PROD D B C A N A D A • 16 0 0 - 7 7 7 H O R N B Y S T, VA N C O U V E R , B C , C A N A D A V 6 Z 2 T 3 • T 6 0 4 6 8 7 7 911 • F 6 0 4 6 4 0 4 3 4 43.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200972

BroadcastIn broadcast applications, few brand elements are necessary. End framesneedn’t include more than the marketing logo, Canada wordmark and our URL.www.canada.travelBroadcast ads end frameIn broadcast end frames, the marketing logo appears in thecentre and the Canada wordmark appears in the bottom left.Key screens from broadcast ads3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200973

Online applicationsThe web has become many travellers’ first stop for travel research. To make the mostof the medium’s strengths, the brand elements may be used in a slightly different waythan they are in print. Consult with the CTC Brand Manager for further guidance.Go nose to nosewww.canada.travelArrive in stylewww.canada.travelOnline ad (USA)Consumer websiteOnline ad (USA)3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200974

SME applicationsSmall and medium enterprises (SMEs) are encouraged to leverage the CTC’s brandidentity. All of the identity elements are available to them, except for the FIP logos.Only our marketing logo should be used for such applications.Unforgettable UnforgettableCoastal CoastalAdventures AdventuresKayak Kayak among among whales, whales,icebergs icebergs and sea and caves sea cavesDip your paddleDipintoyourthepaddlecalmintowaterstheoffcalmNewfoundland’swaters off Newfoundland’srugged coastruggedand pointcoastyourandkayakpointstraightyour kayakfor thestraight for theadventure ofadventurea lifetime withof aNewfoundland’slifetime with Newfoundland’soriginaloriginalaward-winningaward-winningadventure company.adventure company.Join our familyJoinasourwefamilyexploreasruggedwe explorecoastlinesruggedandcoastlines andspectacular hiddenspectacularsea caves.hiddenCruisesea caves.alongsideCruisetitanicalongside titanicicebergs. Andicebergs.witnessAndhugewitnesshumpbackhugewhaleshumpbackrise outwhales rise outof the watersofrightthebeforewatersyourrighteyes.before your eyes.Stan Stan Cook CookSea Sea Kayak KayakAdventures AdventuresCape Broyle,CapeNewfoundlandBroyle, Newfoundlandfamily operatedfamilysinceoperated1970since 1970(709) 579–NFLD(709)(6353)579–NFLD (6353)www.wildnfld.cawww.wildnfld.careservations recommendedreservations recommendedSafe, educational & funSafe, educational & funOur small group, custom-designed adventures andOur small group, custom-designed adventures andcombination kayak and walking tours are led by highlycombination kayak and walking tours are led by highlytrained and ecologically knowledgeable guides.trained and ecologically knowledgeable guides.Tours include:Tours include:• Thorough pre-trip safety orientation• Thorough pre-trip safety orientation• Stable one and two person sea kayaks• Stable one and two person sea kayaks– no Eskimo rolls required!– no Eskimo rolls required!• A relaxed pace with frequent breaks• A relaxed pace with frequent breaks• Delicious lunches and snacks• Delicious lunches and snacksRatesRates• 2.5 hour tour – $59• 2.5 hour tour – $59• 4 hour adventure – $89• 4 hour adventure – $89• 2.5 hour go & tow – $99• 2.5 hour go & tow – $99LocationLocationTake Route 3 south from St John's until it merges withTake Route 3 south from St John's until it merges withRoute 10. After a 45 minute scenic drive, turn left at theRoute 10. After a 45 minute scenic drive, turn left at thebottom of Cape Broyle onto Harbour Road and a momentbottom of Cape Broyle onto Harbour Road and a momentlater you'll be here!later you'll be here!Winners of ParksWinnersCanadaof Parks CanadaSustainable TourismSustainableAwardTourism AwardStan Cook Front brochure Front (front and back)BackBackEarth Rhythms website3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200975

Print ad redesignIn this “before and after” pair of print ads, the second version showsa stronger application of our brand.BeforeAfterThe photo could havebeen taken anywhere inthe world.Gewinnen sieeine wasserreisenach Ontario, Kanada!An excess of copyhas resulted in acrowded and confusingcomposition.The copy has beenedited down to allow fora much cleaner layout.The photo isunmistakably Canadian.Kanadaria – glitzerndes Wasser Wir entleihen der Sprache der kanadischen Iroquoisdas Wort Kanadaria, das im Deutschen für »glitzerndes Wasser« steht. Wir zeigen,Mehr Informationen auf: www.kanadaria.de und www.vivaconagua.org3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200976

Email invitation redesignIn this “before and after” pair, the second email invitation shows an improvedapplication of our brand.BeforeAfterThe bar graphic isnot an approvedversion.The photo isneither candid norintimate.Vous êtes invité.Quand: les 16, 17, 18 & 19 septembre 2008Quoi:déterminez votre quotient explorateur (E.Q.)Êtes-vous un voyageur passionnéd’histoire culturelle ou un touristeen quete de jouvence?Où:a Top Résa sur le stand Canada (hall 7-2 stand l41) Porte de Versialles - Paris 15ème(metro: Porte de Versailles)Pourquois: etre-vous un voyageur passionne d’histoire culturelle, un touriste en quetede jouvence, un adepte d’experiences authentiques ou un explorateur sans tracas?pour le savoir, venez vous amuser a decouvrir, parmi 9 profils, le type de voyageur que vousetes et retirer cotre cadeau offert par la Commission canadien du tourisme.A bientotThe bar graphichas been removed(it’s not needed forall applications).The photo isintimate andcandid, withplenty of breathingspace for the restof the elements.The impersonal headlinedoesn’t draw you intothe rest of the copy.The headlines arepersonable and casual,leading you into the restof the copy.3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200977

Brochure redesignIn this “before and after” pair of travel guide covers, the second shows the correct useof our brand elements.BeforeAfterThe journal graphics arecluttering the image.The headline usestoo many sizes andweights.Manuel desvoyages au CanadaHiver 2008-2009The headline treatmentis simpler.The photo brings theviewer into the sceneand allows for a roomierlayout.The marketing logois too large.Le guide technique pour choisirsa formule de voyage au Canadawww.canada.travelThe pattern graphicis too bold.The logo and pattern graphicare in an appropriate scale.3.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200978

TRIM 24cm x 28.5cm AD cc SEPS RUNSAFETy PR cs OUTPUTFOLDED Agency-created global advertisingTo create a fresh look for our core global advertising, new variations on our graphicshave been produced for 2009. To guarantee consistency across all of our otherongoing communications, these special variations are meant only for our coreagency-created campaign.¿ Sabes cómo se dice “hola”en idioma oso polar ?Llegamos en trineo de perrosal mayor espectáculo de luces del mundo.Photo Credit: Aurora Villagewww.viajeacanada.comPrint ad (Mexico)11 Dec 2008 1500 100% V5 Integrated Production Studio aPProved byFILE NAME P90100_CTC_MexMag_North_Ad.indd Description CTC Mexico - Nat Geo Traveler AdCLIENT CTC COLOURS C M Y KDOCKET CTV MEX P90100Live area n/a DA pc/kl/lmf PIC INFO Hi Res Image placed at 44%PAGE 1 FONTS Hel Neue LT Pro ,UniversBIGaDwrIterproDprooFreaDPrint ad (Germany)Crea tu propia historia enwww.viajeacanada.comPrint ad (Mexico)P90100_CTC_MexMag_Bear_Ad.indd 15 DEC 2008 1530 100% V6 Integrated Production Studio APPROVED BYFILE NAME P90100_CTC_MexMag_Bear_Ad.indd Description CTC Mexico - Travel + Leisure AdCLIENT CTC COLOURS C M Y KDOCKET CTV MEX P90100Live area 21cm x 26.5cm DA pc/kl/rm PIC INFO Hi ResTRIM 22cm x 27.5cm AD cc SEPS RUNSAFETY PR cs OUTPUTBIGADWRITERPRODPROOFREAD12/5/08 3:35:14 PMPAGE 1 FONTS HelNeue,UniversFOLDEDDDB Cana Da • 1600 - 777 Horn By St, VanC o UVEr , BC, Cana Da V6Z 2t 3 • t 604 687 7911 • F 604 640 43443.2 Marketing applications Canadian Tourism Commission brand guidelines, Version 2.0, October 200979

3.3 MerchandiseWhen we produce merchandise items for giveaways or internaluse, we want them to reflect the essence of our brand. Design,materials, and finishes are all considered carefully to appeal to thecurious traveller. Merchandise must be high quality, and we look forsustainable or locally-made products whenever possible.Selecting great merchandiseIs it a high-quality piece?Is it well designed with a modern look?Does it have a clear use?Does it reflect our brand essence?Is there ample space to showcase our visual identity?Does it reflect well on Canada?Are there alternatives that are made in Canada from more sustainable materials?Would you like to receive it?All of our merchandise uses only the marketing logo.80

Garments and bagsCapReusable shopping bagJacket and messenger bag3.3 Merchandise Canadian Tourism Commission brand guidelines, Version 2.0, October 200981

Gifts and giveawaysOption 1 Option 2 Option 3www.canada.travelwww.canada.travelwww.canada.travelstep into canadastep into canadastep into canadastep into canadastep into canadastep into canadaMugNotebook and penEco pen3.3 Merchandise Canadian Tourism Commission brand guidelines, Version 2.0, October 200982

3.4 Events andtradeshowsTradeshows and special events are excellent opportunities tobring our brand to life in a truly immersive way. Guests at ourevents should feel that they’ve had a taste of uniquely Canadianexperiences, and that their curiosity has been rewarded from theinvitation through to the finale.83

1444 WESInvitationsAs the first point of contact with your guests, invitations should clearly reflect thenature of your event, whether formal or casual, business or trade. Below are justa few of the possibilities.Extra-ordinaryExperiencestravel trade conferenceJILLIANExperience Canadatravel agent conferenceLorem ipsum odd del erostrud minim veliquam eu faccumm odolorerat adiam exeril iritalit nullum nim doloborpero dunt auguerci blafaccummolot, sequips ummodit wis nostrud efaccum dolum nis euisit, quis nullan henimatem zzriusto.VANCOUV7M 8K9This is an excitingand enticing headlinethat will grab youraudience’s attention.This is a description of the event and why they shouldattend. This is a description of the event and whythey should attend. This is a description.Mark the hours & date in your diary now.RSVP to email.address.here orcall on phone number here to confirm your space.DateDay Month 22nd from18:30 to 21:00VenuePlace24 Kingly StreetLondon W1B 5QPOther ImportantDetailsOxford Circus/Piccadilly CircusExtra-ordinaryExperiencesTravel trade conferenceLorem ipsum del erostrud minim veliquam eufaccumm odolorerat adiam exeril irit alit nullum nimdoloborpero dunt auguerci bla faccummolot, sequipsummodit wis nostrud e faccum dolum nis euisit, quisnullan henim atem zzriusto odipis ad dolore magnaconsequ iscilit iure dolor sustin.September 17, 2009Extra-ordinaryExperiencesTravel trade conferenceLorem ipsum del erostrud minim veliquam eufaccumm odolorerat adiam exeril irit alit nullum nimdoloborpero dunt auguerci bla faccummolot, sequipsummodit wis nostrud e faccum dolum nis euisit, quisnullan henim atem zzriusto odipis ad dolore magnaconsequ iscilit iure dolor sustin.September 17, 2009Extra-ordinaryExperiencestravel trade conferenceExperience Canadatravel agent conferenceLorem ipsum odd del erostrud minim veliquam eu faccumm odolorerat adiam exeril iritalit nullum nim doloborpero dunt auguerci blafaccummolot, sequips ummodit wis nostrud efaccum dolum nis euisit, quis nullan henimatem zzriusto.JILLIAN LYONS1444 WEST 7TH AVENUEVANCOUVER BCV7M 8K9Email invitationInvitation card (cover and inside)Postcard invitation (front and back)extraordinary experiencestravel trade conferenceLorem ipsum del erostrud minim veliquam eufaccumm odolorerat adiam exeril irit alit nullum nimdoloborpero dunt auguerci bla faccummolot, sequipsummodit wis nostrud e faccum dolum nis euisit, quisnullan henim atem zzriusto odipis ad dolore magnaconsequ iscilit iure dolor sustin.September 17, 2007extraordinary experiencestravel trade conferenceLorem ipsum del erostrud minim veliquam eufaccumm odolorerat adiam exeril irit alit nullum nimdoloborpero dunt auguerci bla faccummolot, sequipsummodit wis nostrud e faccum dolum nis euisit, quisnullan henim atem zzriusto odipis ad dolore magnaconsequ iscilit iure dolor sustin.September 17, 20073.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200984

Gift invitationWhen there’s an opportunity to create a higher-end invitation, consider using auniquely Canadian gift in place of a standard invitation.Extra-ordinaryExperiencesTravel trade conferenceEDITExtra-ordinaryExperiencesTravel trade conferenceLorem ipsum del erostrud minim veliquam eufaccumm odolorerat adiam exeril irit alit nullumnim doloborpero dunt auguerci bla faccummolot, sequie dolor sustin.September 17, 2009CTC-branded maple syrupInvitation cardPackaged in a sliding wood box3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200985

Ads and postersAdvertisements and announcements for an event should be consistent withthe invitations. Below are two examples of ad or poster layouts, one with andone without photography.Extra-ordinaryExperiencesTravel trade conferenceLorem ipsum del erostrud minim veliquam eu faccumm odolorerat adiam exeril iritalit nullum nim sequips ummodit wis nostrud e faccum dolum nis euisit, quis nullanhenim atem zzriusto odipis ad dolore magna consequ iscilit iure dolor sustin.September 17, 2009Extra-ordinary ExperiencesTravel trade conferenceLorem ipsum del erostrud minim veliquam eu faccummodolorerat adiam exeril irit alit nullum nim sequips ummodit.September 17, 20093.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200986

Venue exteriorExterior venue signage helps visitors find our events, so it’s important that we repeatfamiliar elements from the event’s invitations, posters and ads. Below are someideas for attracting attention to events from the outside of the venue. (Note that theCanada wordmark should appear a least once within the area, but doesn’t need toappear on each piece.)colour 2.3Extra-ordinary ExperiencesTravel trade conferenceSeptember 17, 2009HiStep into CanadaHiStep into CanadaEntrance banner and staggered flag bannersSandwich boardSandwich boards with a changeabledisplay area allow us lots of flexibilityto orient people on the ground.Street teamsA team of representatives inbranded apparel serves to attractattention and greet visitors.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200987

Venue interiorThe interior graphics continue to expand the visitor’s experience by revealing moreabout the event. Directional signage should be simple and functional. By using theentryway to the event room as the focus for our signage, we can foster a sense ofdiscovery in our guests.hi step into CanadaHiStep into CanadaExtra-ordinaryExperiencesTravel trade conferenceReceptionRegistrationWashroomsExtra-ordinaryExperiencesTravel trade conferenceExperience Canadatravel trade conferencereceptionregistrationwashroomsReceptionRegistrationWashroomsreceptionregistrationwashroomsExperience Canadatravel trade conferenceReceptionreceptionRegistrationregistration WashroomswashroomsExtra-ordinaryExperiencesTravel trade conferenceExtra-ordinaryExperiencesTravel trade conferenceWall-mounted directional signreceptionwashroomsBanners at event room entranceEasel-mounted directional signchampagne powder,WE ARRIVED AS GREENHORNS AND NOWwooly socks,WE WANT TO TAKE THE SNOW HOME WITH US.yard sale.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200988rewas

StageThe stage is almost always the focal point, so it should make a high-impactstatement. Projection surfaces are an especially cost-effective use of space. Naturalwood flooring is preferable, but neutral-coloured flooring is acceptable when woodis unavailable. A basic white podium with the marketing logo featured prominently isrecommended.Extra-ordinaryExperiencesTravel trade conferenceExtra-ordinaryExperiencesTravel trade conferenceLarge stage conceptSmall stage conceptCreating great stagesChoose simple, clean structures rather than unique structures that don’t reflect our brand.Use one or two palette colours rather than many.One strong image and one bold graphic is better than many graphics and photos.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200989

Creative lightingWhen considering creative lighting like projections and table lighting, keep it simpleand graphic. We typically use only patterns, colours and our logo for projected lighting,sometimes with brief, inviting written messages. Moving lighting should be avoided.Wall projectionsKeep projections simple and bold, without competingtextures, movement or architectural elements.Table lanternsWhen budget allows, intimate lighting like table lanternscan create a more welcoming mood. Here, our patterngraphics have been cut into balsa wood lanterns.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200990

Table settings: dos and don’tsHere are a few guidelines to help create a simple, clean table presentation withinthe limitations of what’s commonly available.Textiles (tablecloths, napkins)CutleryFlowers and plantsDo use textiles that arewhite, patternless linen.Don’t use patterned, shiny,sheer or textured textiles.Do use cutlery that is silverand modern.Don’t use ornate ortraditional style cutlery.Do use flora that is unique,simple and appropriatefor Canada.Don’t use traditional, tropicalor exotic flowers and bouquets.Glassware and ceramics (glasses, plates, bowls)Chairs and chair coversDo choose glassware andceramics that are clear orwhite and patternless. Shapesare clean and modern.Don’t use patterned, colouredor ornate glasses or ceramics.Do choose chairswith simple lines andneutral colours.Do use white chair coverswithout patterns, texture orsheen, if necessary.Don’t use bows or any otherdecorative accents on chairs.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200991

Table settings: examplesNatural materials (such as wood, stone and leaves) and simple organic shapes are ideal.Two or three palette colours is the most that’s needed for a consistent and modern look.event room 4.53.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200992

Table cards, menus, napkins and giveawaysOur brand identity can be applied to table items like cards, menus and napkins. Papernapkins are a particularly cost-effective way to establish a brand presence. Don’t forgetthat small gifts at the table leave visitors with a lasting memento of their experience (seesection 3.3 for more details).Simon HayesPerimeter ToursMenuSally HigginsCoastStartersHolets & SuitesTraditional maritime clam chowderBlueberry and goat cheese saladMike SamraAir Transat HolidaysexperiencesenceEntréesTea-smoked salmon with sweet potato pancakeBarbequed stuffed lake trout with roasted yamsand dill carrotsDessertApple crisp ice cream with warm apple frittersPhyllo pastry with blueberry fillingNapkinExtra-ordinaryExperiencesTravel trade conferenceExperience Canadatravel trade conferenceExperience Canadatravel trade conferenceTable cardExtra-ordinaryExperiencesTravel trade conferenceextraordinary experiencestravel trade conferenceMenu3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200993

Tradeshows: basic principlesTradeshows give us the chance to represent our brand in physical space.We use the basic principles below to create welcoming and immersive spaces.Primary branding panelThis main panel features a three-dimensional marketing logo in ourstandard logo colours. The panel itself is fir or cedar plywood or slats.Floor finishesIdeally, we use a custom carpet with one of the pattern graphics in brown,along with fir or cedar plank (or faux laminate when cost is restrictive) forhigh traffic areas. A combination of wood finishes can be used. If none ofthese are available, a neutral flooring should be used.Photographic panelsThese should be placed at the primary branding level,to support the logo panel and draw people into the display.HiStep into CanadaSecondary brandingThe pattern and bar graphics are useful for framing and unifying specificareas of the display.Welcome messageFeatured behind a reception desk or at the main threshold.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200994

Tradeshows: furnitureLook for pieces with soft, flowing, organic forms and a combination of natural woodfinishes, solid fabrics and neutral-toned metal (like chrome, stainless steel or white enamel).Finishes and upholstery should use no more than two colours, both of which complementour display colours. Avoid fussy, overly decorative, or uncomfortable furniture.Hard chairs can be used in semi-Softer, lower seating should beBar stools and high tables can be usedTables should follow the same principle—formal meeting spaces around tables.placed in breakout areas around lowcoffee tables for quieter sessions.for spontaneous meetings.use the right kind of table for specific functions.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200995

Tradeshows: large examplesIn designing for tradeshows, we want to create a hierarchy that reinforces the idea thatall of our partner offerings are brought to you under the umbrella of the CTC. At a highlevel, the logo, photography, graphics and natural wood make a big impact statement;at ground level, our partners display their materials. Depending on the scale of thebooth, two to five colours can be used to create distinct areas.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200996

Tradeshows: small and medium examplesHi Step into CanadaHiStep into CanadaSmall-scale boothMedium-scale boothTable-top booth3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200997

Pop-up bannersstep into CanadaThese are ideal for creating a presence either quickly or in small spaces. There are fourmain types: one that features the marketing logo and URL against patterned backgrounds;one that features travel images; one that presents our welcome messageshiagainst agraphic background; and a final type that acknowledges event sponsors. Whicheveryou’re using, placing the banners in groups will offer the most visual impact.step into Canadahistep into CanadaHiStep into Canadahistep into Canadahi step into Canadahistep into CanadaHiStep into Canadahi Histep Step into Canadahistep into Canadawww.canada.travel www.canada.travel www.canada.travel www.canada.travelwww.canada.travel www.canada.travel www.canada.travel www.canada.travelMarketing logo bannersWelcome bannersThank you toour sponsorsHiStep into CanadaGold sponsorshistep Silver sponsors into CanadaBronze sponsorsImages bannersSponsor logo banner3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200998

ContactsFor questions about the CTC brand identity, feedback and approvals, contact:Royce Chwin, Executive Director, Brand Integrationchwin.royce@ctc-cct.ca604 638 8390Lorne Kinsella, Brand Managerkinsella.lorne@ctc-cct.ca604 638 2483For questions about the USPs and Explorer Quotient model, contact:For specific templates or files, contact:Micheline De Bellefeuille, Manager, Publishingdebellefeuille.micheline@ctc-cct.ca604 638 8412For questions about the Brand Canada Library system, contact:Adam Brownfield, Digital Assets Management Officerbrownfield.adam@ctc-cct.ca604 638 8369Rogier Gruys, Brand Experiences Managergruys.rogier@ctc-cct.ca604 638 8399For questions about writing style, contact:Jane Burgess, Brand Content Managerburgess.jane@ctc-cct.ca604 638 837999

GlossaryClear space / exclusion zoneThe amount of space around a logo within which noother graphic elements are allowed. This ensureslegibility and protects the integrity of the logo.CMYKOften referred to as process color or four color, this is asubtractive colour model and printing process that usescyan, magenta, yellow and black (or “key”). CMYK isthe preferred method for all of our print materials (withthe exception of corporate stationery).Brand Canada Library systemAn online library of downloadable images, videofootage, graphics, logos, media packages and reports.You must register as a new user before you can accessour system at www.photovideo.canada.travelDisplay textAny text that is more prominent than the body copyon the page, such as headlines, quotes and callouts.DMO (destination marketing organization)An organization or company dedicated to promotinga specific tourist destination.FSI (free-standing insert)An unattached brochure or booklet placed insidenewspapers or magazines.LeadingIn typography, this refers to the amount of verticalspace added between lines of text.OpenTypeA format for computer fonts that works consistentlyon both PCs and Macs.PMO (provincial marketing organization)Any of a number of Canadian organizations responsiblefor promoting an entire province as a tourismdestination.Reverse logoLogo variations that use white or light colours sothat they can be read clearly on medium to darkbackgrounds.Reverse outIn typography, this usually refers to setting text inwhite so that it can be read against a medium to darkbackground.RGBAn additive color model in which red, green and bluelight are combined to produce an array of colors. Thismodel is used most often for on-screen applications,such as websites, presentations and video.Sentence caseA capitalization scheme for headlines and subheadswhere only the first word is capitalized, with theexception of proper nouns and other words which arealways capitalized. (Compare this to title case, wherealmost every word is capitalized.)SME (small to medium enterprise)Companies whose headcount or turnover falls belowcertain limits. Within the Canadian tourism sector, thereare tens of thousands of businesses that fall into thiscategory. We encourage SMEs to share our brandidentity.X-heightIn typography, this refers to the height of a typefacewhen the ascending and descending letters are notincluded. In most cases, the x-height is the same asthe height of a lowercase x.100