Brand Toolkit - Canadian Tourism Commission - Canada

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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
Page 3: A letter from our presidentWe’ve
Page 6 and 7: Our story1.1 Our key insights1.2 Ou
Page 8 and 9: 1.2 Our personalityOur brand’s pe
Page 11: 1.4 Who we’re talking toThe idea
Page 15 and 16: Our brand toolkit2.1 Photography2.2
Page 17 and 18: 2.1 PhotographyOur photography capt
Page 19 and 20: www.canada.travelUm ipsusto endip e
Page 21 and 22: © Canadian Tourism Commission 2009
Page 23 and 24: 2.2 Colourcolour 2.3Our colour pale
Page 25: Selecting colours and shadesThe dar
Page 30 and 31: Pattern graphicsThese four graphics
Page 32 and 33: Bar graphicsOur four bar graphics a
Page 34 and 35: Bar graphics: flipping and scalingT
Page 36 and 37: Bar graphics: examplesHere are thre
Page 38 and 39: TypefacesOur main typeface is Helve
Page 40 and 41: Typography stylesThese general guid
Page 42 and 43: 2.5 Writing styleA great deal of ou
Page 44 and 45: Speaking to travellersOur promise t
Page 46 and 47: file name CTC_logo_horz_BIL_PMS_Sm.
Page 48 and 49: proof reader signature dateproof re
Page 50 and 51: PMS 485 CPMS 484 Cfile name CTC_log
Page 52 and 53: 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
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Creative lightingWhen considering c
Page 97 and 98:
Table settings: examplesNatural mat
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Tradeshows: basic principlesTradesh
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Tradeshows: large examplesIn design
Page 103 and 104:
Pop-up bannersstep into CanadaThese
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GlossaryClear space / exclusion zon
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Brand Toolkit - Canadian Tourism Commission - Canada

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