Brand Toolkit - Canadian Tourism Commission - Canada

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StageThe stage is almost always the focal point, so it should make a high-impactstatement. Projection surfaces are an especially cost-effective use of space. Naturalwood flooring is preferable, but neutral-coloured flooring is acceptable when woodis unavailable. A basic white podium with the marketing logo featured prominently isrecommended.Extra-ordinaryExperiencesTravel trade conferenceExtra-ordinaryExperiencesTravel trade conferenceLarge stage conceptSmall stage conceptCreating great stagesChoose simple, clean structures rather than unique structures that don’t reflect our brand.Use one or two palette colours rather than many.One strong image and one bold graphic is better than many graphics and photos.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200989
Creative lightingWhen considering creative lighting like projections and table lighting, keep it simpleand graphic. We typically use only patterns, colours and our logo for projected lighting,sometimes with brief, inviting written messages. Moving lighting should be avoided.Wall projectionsKeep projections simple and bold, without competingtextures, movement or architectural elements.Table lanternsWhen budget allows, intimate lighting like table lanternscan create a more welcoming mood. Here, our patterngraphics have been cut into balsa wood lanterns.3.4 Events and tradeshows Canadian Tourism Commission brand guidelines, Version 2.0, October 200990
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A letter from our presidentWe’ve
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Our story1.1 Our key insights1.2 Ou
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1.2 Our personalityOur brand’s pe
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1.4 Who we’re talking toThe idea
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Our brand toolkit2.1 Photography2.2
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2.1 PhotographyOur photography capt
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www.canada.travelUm ipsusto endip e
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© Canadian Tourism Commission 2009
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2.2 Colourcolour 2.3Our colour pale
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Selecting colours and shadesThe dar
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2.3 GraphicsOur proprietary graphic
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Pattern graphicsThese four graphics
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Bar graphicsOur four bar graphics a
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Bar graphics: flipping and scalingT
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Bar graphics: examplesHere are thre
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TypefacesOur main typeface is Helve
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Typography stylesThese general guid
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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: Venue interiorThe interior graphics
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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