Brand Toolkit - Canadian Tourism Commission - Canada

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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.
1.3 Uniquely CanadianWe want Canada to be a destination of choice for discerningtravellers. In the past, we’ve tried to represent Canada as all thingsto all people. Now, we want to focus on what makes us special.After much research, we’ve identified five unique selling propositions(USPs) for Canada, all of which add up to unforgettable, unequaledtourism experiences.Vibrant cities on the edge of naturePersonal journeys by land, water and airActive adventure among awe-inspiring natural wondersAward-winning Canadian local cuisineConnecting with Canadians
Page 3: A letter from our presidentWe’ve
Page 6 and 7: Our story1.1 Our key insights1.2 Ou
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 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
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Multi-purpose folderOther colours a
Page 69 and 70:
PowerPoint presentationsOur standar
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WebsitesFor all corporate websites,
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PostersCould’ve taken a taxi but
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Publications: Ski CanadaOur Ski Can
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FSIsWe often work with partners to
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Online applicationsThe web has beco
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Print ad redesignIn this “before
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Brochure redesignIn this “before
Page 85 and 86:
3.3 MerchandiseWhen we produce merc
Page 87 and 88:
Gifts and giveawaysOption 1 Option
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1444 WESInvitationsAs the first poi
Page 91 and 92:
Ads and postersAdvertisements and a
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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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