Brand Toolkit - Canadian Tourism Commission - Canada

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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
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 28 and 29: 2.3 GraphicsOur proprietary graphic
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 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
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 and 104:
Pop-up bannersstep into CanadaThese
Page 105:
GlossaryClear space / exclusion zon
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Brand Toolkit - Canadian Tourism Commission - Canada

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