Brand Toolkit - Canadian Tourism Commission - Canada

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.