Brand Toolkit - Canadian Tourism Commission - Canada

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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
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A letter from our presidentWe’ve
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Our story1.1 Our key insights1.2 Ou
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1.2 Our personalityOur brand’s pe
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1.4 Who we’re talking toThe idea
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Our brand toolkit2.1 Photography2.2
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2.1 PhotographyOur photography capt
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www.canada.travelUm ipsusto endip e
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© Canadian Tourism Commission 2009
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2.2 Colourcolour 2.3Our colour pale
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Selecting colours and shadesThe dar
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2.3 GraphicsOur proprietary graphic
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Pattern graphicsThese four graphics
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Bar graphicsOur four bar graphics a
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Bar graphics: flipping and scalingT
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Bar graphics: examplesHere are thre
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TypefacesOur main typeface is Helve
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Typography stylesThese general guid
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2.5 Writing styleA great deal of ou
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Speaking to travellersOur promise t
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file name CTC_logo_horz_BIL_PMS_Sm.
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proof reader signature dateproof re
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PMS 485 CPMS 484 Cfile name CTC_log
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Canada wordmark: size and clear spa
Page 54 and 55: Corporate signature: colour variati
Page 56 and 57: docket # KPV CTV C61419 designer Ma
Page 58 and 59: Corporate logo combinationsFor corp
Page 60 and 61: ymkfile name CTC_logo_horz_BIL_CMYK
Page 62 and 63: 2.7 Putting it all togetherBefore y
Page 64 and 65: 3.1 CorporateapplicationsIf a commu
Page 67 and 68: Multi-purpose folderOther colours a
Page 69 and 70: PowerPoint presentationsOur standar
Page 71 and 72: WebsitesFor all corporate websites,
Page 73 and 74: PostersCould’ve taken a taxi but
Page 75 and 76: Publications: Ski CanadaOur Ski Can
Page 77 and 78: FSIsWe often work with partners to
Page 79 and 80: Online applicationsThe web has beco
Page 81 and 82: Print ad redesignIn this “before
Page 83 and 84: Brochure redesignIn this “before
Page 85 and 86: 3.3 MerchandiseWhen we produce merc
Page 87 and 88: Gifts and giveawaysOption 1 Option
Page 89 and 90: 1444 WESInvitationsAs the first poi
Page 91 and 92: Ads and postersAdvertisements and a
Page 93 and 94: Venue interiorThe interior graphics
Page 95 and 96: Creative lightingWhen considering c
Page 97 and 98: Table settings: examplesNatural mat
Page 99 and 100: Tradeshows: basic principlesTradesh
Page 101 and 102: Tradeshows: large examplesIn design
Page 103: Pop-up bannersstep into CanadaThese
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Brand Toolkit - Canadian Tourism Commission - Canada

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