Brand Toolkit - Canadian Tourism Commission - Canada

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