Marca Canada





 
 
  


 
 
   

hi. Welcome to our new brand identity, the face and expression of Canada. Keep Exploring. It will ignite the imagination of curious travellers from around the world. Read on to learn about our positioning, our look and how to create inspiring partner communications.

The Canadian Tourism Commission shares a common philosophy with all our partners. It’s this common philosophy that will communicate Canada’s brand message to the world.

our vision Compel the world to explore Canada.

our mission Harness Canada’s collective voice to grow export revenues.

our values Innovative, Collaborative, Respectful

conceptual area

values

Canada is an experience that evokes emotion

Nature, Beauty, Creativity, Peace, Compassion,

and gives you the freedom to express yourself.

Idealism, Lack of Artifice, Resilience

brand statement

personality

Canada is a catalyst for self expression.

Confident, Youthful, Informal, Warm, Witty,

brand promise

Intriguing, Open, Authentic (real)

Come to Canada.

sensory identity

Create extra-ordinary stories all your own.

Intimate, Modern, Evocative, Upbeat, Clean

reward Proof of a life less ordinary.

Brand Canada was the first bold step towards re-imaging Canada’s position as a global destination brand. In the highly competitive and crowded world of destination marketing, we know that to break through we must speak in one clear and collective voice—presenting a united front to the consumer. Our powerful Canada. Keep Exploring visual identity will anchor our communications across all media. This inspired and refreshed brand conjures an evocative image of Canada that we can now share with you and present to the world. Integrating with our partners plays a key role in ensuring our collective success, and it is our philosophy to work closely with partners and their own unique identities to make this unified vision of Canada come to life. Special thanks to everyone in the industry who, over the past two years, have been instrumental in the development of Brand Canada and to all our partners who will make the brand and visual identity a reality in the future. Together let’s make Canada the ultimate destination for curious travellers to explore. Michele McKenzie, President and CEO

our brand essence 1.1 Our Message

partner brand elements 2

1.2 Our Personality

4

1.3 Our Look

5

Our Look in Action 1.4 Our Voice

6 7

Overview 2.1 Logo

9 10

Horizontal Versions

11

Vertical Versions

12

Colour Variations

13

Trademark Symbol Variations and Minimum Sizes

14

Exclusion Zone

15

Positioning

16

CTC’s URL in Print

17

CTC’s Logo and URL in Online Communications

18

Application Do’s

19

Application Don’ts

20

2.2 Colour

22

Colour Palette

23

How to Use Colour

24

How to Choose Colour

25

2.3 Typography

26

Typefaces

27

Application and Colour

28

2.4 Pattern Bar Graphics Overview

29 30

Ready-to-use Graphics

31

How to Use the Pattern Bar Graphics

33

2.5 Photography

34

Overview

35

Photography Sources

36

Photography Content

37

Photography Style

38

Landscape Photography

39

Business Segment

40

Photography Credit

41

2.6 Tone of Voice

42

Introduction

43

How do I write in the brand tone of voice?

44

partner communications 3.1 Partner Advertising and Promotions

47

Types of Layouts

48

Layout with Logo Only

49

Layout with Pattern Bar Graphics 1, 2 or 3 50 Layout with Pattern Bar Graphic 4

51

Other Considerations

52

Advertising Samples

53

Print Literature Samples

54

Online Samples

55

3.2 Wholesaler Advertising and Promotions 56 Primary Design Considerations

57

Advertising Samples

58

Print Literature Samples

60

Online Sample

62

Contacts

63

our brand essence 1.1 1.2 1.3 1.4

our message our personality our look our voice

our message

1.1

our message The idea of Canada. Keep Exploring speaks to the hearts and minds of the curious traveller, inviting them to experience a land and culture defined by a spirit of geographic, cultural, and personal exploration. The traveller should feel that anything can happen here, and that they have the freedom to explore and express themselves in any way they choose. We want to ignite their imagination with moments and experiences that feel unique and special.

Canada. Keep Exploring invites me to experience a land and people defined by the spirit of geographic, cultural, and personal exploration.

our message

spoken, we want to intrigue prospective customers with

self expression

the notion of travelling in Canada. We have to show them

Canada is a catalyst for my own self expression.

Through all of our communications, both written and

1.1

that their vacation experience in Canada will enrich their lives. The following four statements are key insights that will guide the development of our communications.

freedom Canada enables me to express myself and create my own personal experiences.

emotion What I see, taste, smell, and experience in Canada stirs my emotions.

exploration Canada encourages me to explore its geography, culture, and people.

our personality

our personality The brand’s personality is a direct reflection of Canada’s unique culture. All marketing and communications should reflect these key attributes:

intriguing open informal warm

witty confident youthful authentic (real)

1.2

our look

1.3

our look Two values are central to the look of the brand identity: self expression and the freedom to explore. Inspired by Canada’s natural environment and the curious traveller’s own exploration, we have created a rich system of imagery and graphics that will help define Canada’s place as a world-class destination brand. This series of elements can be combined in different ways to suit different messages, types of communication and applications.

The freedom to explore is a catalyst for self expression and, like in nature, is completely organic, unmeasured and uncontrolled. Pattern graphics

Inspiration

our look

our look in action Below are a few examples of the new CTC brand identity in application. Included in this document are guidelines for how all our partners can align with this exciting new look.

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www.canada.travel

1.3

our voice

our voice Just as we have our own unique look, we must also establish our own unique tone of voice. The kinds of words and phrases we use say a lot about who we are. So it’s critical that the language reflects our character: warm, informal, open, witty, authentic (real), confident—like Canadians themselves. The freedom to explore concept extends to the tone of our language. It should be unencumbered and concise. Welcoming and accessible—like one traveller talking to another traveller.

One traveller to another traveller—sharing stories, feelings and memories.

1.4

partner brand elements 2.1 2.2 2.3 2.4

logo colour typography pattern bar graphics

2.5 photography 2.6 tone of voice

overview A selection of the CTC brand elements are available for use in partner communications. These elements should be used together with the partner communications layouts. The proper and consistent use of these elements is essential to the success of the Brand Canada, especially in establishing itself as strong and distinctive within the tourism industry.

2.1 logo

2.2 colour

2.3 typography

2.4 pattern bar graphics

2.5 photography

 
  
   The CTC logo is the cornerstone of the brand identity. It is a reflection of Canada’s national character.

The CTC’s colour palette is inspired by the uniqueness of Canada’s people, culture, and geography.

The typographic treatments set the expressive and modern tone of CTC communications.

2.6 tone of voice

traveller to

traveller The graphics represent Canada’s natural environment and the traveller’s expression of their experience.

The photography reflects the spirit of geographic, cultural and personal exploration.

The tone of voice helps to continually reinforce the CTC’s brand personality, especially the personal experience of the traveller.

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logo

2.1

logo The maple leaf is respected and recognized around the world and the CTC logo is a contemporary take on this national icon. The gestural and welcoming rendering of the mark is representative of both Canada’s national character and that of the CTC. The typography portion of the logo is set in Bliss, a typeface that also has a casual and friendly character. Central to the CTC brand identity is Canada. Keep Exploring and therefore this phrase is an important part of the CTC’s logo. The logo uses two shades of red, Canada’s national colour.

The CTC logo is the cornerstone of the brand identity. It is a reflection of Canada’s national character.

logo

Horizontal Versions (Preferred) Both the horizontal and vertical versions of the CTC logo are available for use in English, bilingual (English and Canadian French), French (Canada), French (France), and Spanish. The horizontal orientation is the preferred version, intended

to be used more frequently. The vertical version should be used where the horizontal space is limited. The elements within each logo are fixed in size and proportion and must never be altered. The text must never be substituted for other languages or messages.

English

French

Bilingual (English and French)

For use in the U.S., U.K., Germany, Korea, China, Japan and Australia

For use in Québec

For use in Canada

French

Spanish

2.1

Note: There are small and large use versions of each logo. Refer to page 14 for details.

For use in France

For use in Mexico

11

logo

Vertical Versions The vertical versions of the CTC logo are available in the same languages as the horizontal version. The vertical versions of the logo are intended to be used in applications where horizontal space is limited.

The elements within each logo are fixed in size and proportion and must never be altered. The text must never be substituted for other languages or messages.

English

French

Bilingual (English and French)

For use in the U.S., U.K., Germany, Korea, China, Japan and Australia

For use in Québec

For use in Canada

French

Spanish

2.1

Note: There are small and large use versions of each logo. Refer to page 14 for details.

For use in France

For use in Mexico

12

logo

Colour Variations Below are the available colour variations of the logo for use in different applications. Each of these colour variations are available in all of the language versions of the logo, as seen

2.1

on the previous pages, as well as in spot colour, CMYK, and RGB where appropriate. Different colour variations of the logo must never be generated.

Full-colour (available in spot colour, CMYK, and RGB)

Full-colour Reverse (available in spot colour, CMYK, and RGB) Pantone 485U/485C C0 M100 Y100 K0 R237 G28 B36 ed1c24

Pantone 485U/485C C0 M100 Y100 K0 R237 G28 B36 ed1c24

This version should always be used when the logo is applied to the Pattern Bar Graphics (refer to section 2.4 for details).

Pantone 484U/484C C0 M95 Y100 K29 R179 G35 B23 b32317

The trademark symbol (TM) is set to black in CMYK versions to ensure readability. Black and White

Reverse

Pantone Process Black U/C C0 M0 Y0 K100 R0 G0 B0 000000

13

logo

Trademark Symbol Variations and Minimum Sizes

2.1

There are two variations of each logo. A large use version and a small use version. The purpose of the small use version is to ensure the trademark symbol (TM/MC) remains legible at small sizes.

Large use logo: Horizontal

Large use logo: Vertical

width

width

For use larger than 5cm (2”) width

For use larger than 3.8cm (1.5”) width

Small use logo: Horizontal

Small use logo: Vertical

width

For use smaller than 5cm (2”) width

Small use logo: Minimum size

width

2.5cm (1")

2cm (0.8")

For use smaller than 3.8cm (1.5”) width 14

logo

Exclusion Zone

2.1

A minimum distance from any other graphics must be used in all applications. This distance is determined by the height and width of the “C” in “Canada.” This rule should be applied to all language versions and colour variations of the logo.

Horizontal Logo

Vertical Logo

15

logo

Positioning The CTC logo must always be used in a position that guarantees the maximum visual impact. Recommended positions are in one of the corners of an application, taking care to respect the exclusion zone. The preferred location,

when space permits, is the bottom right corner. The diagrams below depict logo positions.

Logo Position

Placement Sample

2.1

Preferred

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The recommended space from the edge of the composition to the logo is equal to the exclusion zone described on page 15.

16

logo

CTC’s URL in Print Applications The CTC’s website URL, www.canada.travel, is an important element to incorporate in branded communications. It serves as the primary call to action. It has to be featured on all consumer-facing communications, as the domain name

2.1

needs to be top of mind as the portal entryway for all tourism-related information provided by the CTC. The URL should always appear in Helvetica Neue Medium (refer to page 27) in either Explorer Red (refer to page 23) or reversed out of a solid colour, graphic texture or photo.

URL

URL and Logo

www.canada.travel www.canada.travel

www.canada.travel

x (minimum)

x

Explorer Red (refer to page 23) must be used when the URL is placed on a white background. White must be used when on solid colour, texture or photograph.

www.canada.travel URL as Part of a Sentence

To find out about creating your own personal experience in Canada visit www.canada.travel. We’ll meet you there.

When the URL is used with the CTC logo, it should be equal in size to the “keep exploring” portion of the CTC logo. Also, the minimum space between the URL and the logo should be at least the width of the “keep exploring” portion of the logo, as illustrated above.

To find out about creating your own personal experience in Canada visit www.canada.travel. We’ll meet you there. When the URL is used within a sentence, it should be highlighted in Explorer Red (refer to page 23). 17

logo

CTC’s Logo and URL in Online Communications

2.1

It is important for our partners to include a link to our website on their websites. To preserve the integrity of the Canada brand, it is important that our URL and logo is presented consistently in one of the methods shown below.

Logo (Preferred)

URL

URL and Logo

www.canada.travel www.canada.travel

www.canada.travel

We encourage partners to include our logo on their homepages to act as a link to www.canada.travel. The logo should appear at no less than 100 pixels wide in online applications.

The URL can be used on its own to act as a link to www.canada.travel. This graphic must be set in Helvetica Neue Medium and can appear in Explorer Red (refer to page 23) on white backgrounds or in white on solid colours, textures or photographs.

www.canada.travel

The URL and logo can be used together to direct users to www.canada.travel.

Do not put the logo or URL in a holding device or shape (as seen on the far left). Use the reverse version of the logo, when placing over a solid colour, texture or photograph or set the background to white. Don’t

Do

Do 18

logo

Application Do's To preserve the integrity of the CTC brand, it is vital the logo be used correctly. Below are examples of how the different versions of the CTC logo should be used in various applications to ensure legibility in all its parts.

These rules should be applied to all language versions of the logo.

Spot Colour and CMYK Applications

Colour versions of the logo should be used on white or light coloured backgrounds.

2.1

Tonal Variation

Reverse (colour) versions of the logo should only be used on mid-range to dark coloured backgrounds. This is the preferred version for reverse applications.

The logo should only be applied to areas that are not too busy or that contain much tonal variation.

Restrictive Colour Applications (such as one or two-colour applications)

Photography

Black versions of the logo should be used on white or light backgrounds.

It is preferred that the logo is not placed directly onto photography, however when

Reverse (white) versions of the logo should be used on black or dark backgrounds.

necessary it should be placed in the least cluttered area of the image. 19

logo

Application Don’ts It is important for our partners to have access to our logo to promote their businesses and organizations, and to promote Canada. It is equally important to preserve the integrity of the logo—all versions of the logo are

Appropriation of Logo Elements

2.1

trademarked and should not be altered or misused. Below are examples of how different versions of the CTC logo should not be used in different applications.

Separating Logo Elements

Text

come to Canada!

Do not use any of the elements from within the CTC logo for the creation of new logos.

Do not use pieces of the logo on their own—the logo should only be used in its entirety.

Do not replace any of the text within the logo.

Typeface

Skew

Relative Positioning

Do not replace the typeface used within the logo with another.

Do not skew the logo—only scale the logo proportionally.

Do not reposition any of the elements from within the logo.

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logo

Application Don’ts (continued)

Busy Photography

Holding Shape

Logo Colour

Do not place the logo over busy backgrounds which make the logo illegible.

Do not use a holding device or shape to contain the logo.

Do not change the colour of any of the elements within the logo.

2.1

Hue and Tone

Do not use the logo on colours that are too similar in tone or hue, clash or cause the red to visually vibrate. In this situation use the reverse (white) version. 21

colour

2.2

colour The CTC’s colour palette reflects the vibrancy, richness, and diversity of Canada’s people, culture and geography. The palette contributes to the story of each piece of communication. Colour is applied to graphics and typography and is paired with photography to not only complement and contrast, but to affect the tone and mood of a composition. This section outlines the overall use of colour within the brand identity.

The CTC’s colour palette is inspired by the uniqueness of Canada’s people, culture, and geography.

colour

Colour Palette The partner colour palette consists of three base colours, which together represent the diversity of Canada’s geography. Each of these colours include three shades, which have specific uses as part of the larger visual identity.

Light

Medium

Dark

Expressive Blue

Discovery Green

2.2

Listed below are the different specifications for the palette in Pantone (uncoated and coated), CMYK (four-colour process), hexadecimal and RGB values. This colour palette must be reproduced accurately to ensure consistency across all materials.

Freedom Orange

Explorer Red (Logo)

Open Grey & Black (Text)

Pantone 300U/7461C C95 M30 Y0 K0 R0 G139 B208 008bd0

Pantone 355U/355C C94 M0 Y100 K0 R0 G169 B79 00a94f

Pantone 158U/158C C0 M61 Y100 K6 R230 G121 B29 e6791d

Pantone 485U/485C C0 M100 Y100 K0 R237 G28 B36 ed1c24

Pantone 425U/425C C0 M0 Y0 K80 R88 G89 B91 58595b

Pantone 2925U/2925C C85 M24 Y0 K0 R0 G150 B214 0096b6

Pantone 354U/361C C80 M0 Y100 K0 R13 G177 B75 0db14b

Pantone 152U/152C C0 M50 Y100 K0 R247 G148 B29 f7941d

Pantone 484U/484C C0 M95 Y100 K29 R179 G35 B23 b32317

Pantone Process Black U/C C0 M0 Y0 K100 R0 G0 B0 000000

Pantone 2925U/2925C 85% C74 M21 Y0 K0 R22 G159 B218 169fda

Pantone 361U/360C C69 M0 Y100 K0 R84 G185 B72 54b948

Pantone 143U/157C C0 M43 Y92 K0 R249 G160 B47 f9a02f

Where to use the colours: Dark shades: text Medium shades: pattern graphics Light shades: solid areas of colour (background colour) 23

How to Use Colour

colour

Each of the three shades have specific uses within the larger visual identity. Only certain tones can be applied to text, areas of solid colour, and different graphics. These restrictions are outlined below.

Dark The darkest shade of each colour can only be applied to text headlines and call-outs.

Medium The medium shade of each colour can only be applied to the pattern graphics.

Light The light shade of each colour can only be used as the background colour within the Pattern Bar Graphics.

2.2

The use of these four shades applies to all colours with the exception of Explorer Red and Open Grey and Black. These colours are intended for much more limited usage. These restrictions are outlined below.

Explorer Red The lightest shade of Explorer Red is only to be used in specific text applications (refer to page 17) and in the CTC logo (refer to page 13). The darker shade is only used in the logo, and should not be applied to any other elements.

Open Grey & Black Open Grey can only be applied to lengthy areas of text, body copy, and captions. Black should only be used in cases when legibility is in question due to size or reproduction limitations of text.

24

colour

How to Choose Colour The partner colours can be used to help tell stories and to set the tone of a communication, so be sure to choose one that complements or contrasts with the overall composition.

2.2

For more information on how these colours are used in partner communications, refer to section 3.1 and 3.2.

Image Dominant Composition In cases when a single photograph is central to the composition and little copy is required (such as an ad, postcard, or cover page), a single colour can be used. Choose one colour that complements or contrasts the predominant colours from within the photograph.

Text Dominant Composition In cases when the copy is dominant, and graphics and photographs are used to support the text, two colours can be assigned to text and graphics.

Toshi Kawano/Tourism BC



 

 
 


 
 





Complement Freedom Orange

Contrast Discovery Green

Expressive Blue

Freedom Orange

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typography

2.3

typography Typography plays a key role in the overall CTC brand identity. The typeface is intended to portray a modern clean image whilst being friendly, open and highly legible. The typography standards that follow have been developed to provide typographic consistency, while maintaining a certain degree of flexibility to suit a wide range of applications.

 
 
  

potlatch, longhouse, raindance ritual.

typography

Typefaces The primary typeface is Helvetica Neue (licensed from Linotype). Light is used for body copy and large titles. Ultra Light is used for titles larger than 30pt (with the exception of reversed out application, which should only use Light).

2.3

Medium is used in subheadings, as well as to highlight key pieces of information. The italics are used for call-outs and for select copy in bilingual versions of the stationery.

Helvetica Neue 45 Light (body copy and large titles)

Helvetica Neue 65 Medium (subheadings)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

1234567890

1234567890

Helvetica Neue 46 Light Italic (call-outs and bilingual copy)

Helvetica Neue 66 Medium Italic (call-outs and bilingual copy)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue 25 Ultra Light (titles larger than 30pt) Asian Typefaces

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

When an Asian typeface is required, select one that is open, modern, flexible and very legible, like Helvetica Neue. Below are examples of Japanese and Korean typefaces that do this.

1234567890 If you need to purchase Helvetica Neue, visit the Linotype website at www.linotype.com. To ensure consistent and flexible use in both Mac

Japanese: Hiragino Kaku Gothic W3 & W6

and PC environments, we recommend purchasing the OpenType “Pro Family Value Pack.” Korean: Yun Gothic 110TT & 130TT

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typography

Application and Colour Below are typographic treatments for the body copy of a printed document intended to be read at close range. In addition to simple white backgrounds, typography can be layered over top of solid areas of colour and photography.

2.3

However, certain restrictions apply to each of these applications, as described below.

Body Copy Sample

things to do Whatever you’re into, however you like to travel, Canada has a wide range of exciting options for the explorer in you. Indeed, for the explorer in all of us. Festivals & Events Audiences tap their feet, roar with laughter and applause. Communities gather to celebrate their

Solid Colours

Photographs

 
 potlatch, 
 onghouse,   aindance ritu

heritage, participate in tradition. The best in Canadian and international talent come together to share ideas and experiences. Festivals and events bring all sorts of people together for all sorts of reasons. But the basic reason—to have a good time.

Text can be reversed out of one of the three colours from the palette. Solid colours are restricted to the light shades of each colour.

Only large titles can be layered over top of photographs. When positioning the text, be sure to choose an area of the image that does not fluctuate in tonal variation too dramatically. When text is used over photographs, the text must always be reversed in white.

The sample above shows the recommended type styles used for the body copy of an ad, document, brochure, etc. Titles should always be set in lowercase Helvetica Neue Light at a size that is significantly larger than the rest of the copy. Dark shades from the colour palette can be applied to titles and subtitles (refer to page 24). Body copy should be set in Helvetica Neue Light and should use Open Grey, or Black when readability is a concern. Subtitles can be set in Helvetica Neue Medium. Explorer Red can only be used for highlighting “Canadian Tourism Commission” and “www.canada.travel” (refer to page 17).

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pattern bar graphics

pattern bar graphics The Pattern Bar Graphics are essential storytelling tools. They represent the organic and freeform nature of exploration, discovery, and self expression in Canada. They provide a unique personality, texture, and depth to each piece of communication. The graphics described within this section have been prepared as ready-to-use

Travel Alberta

graphic files that can be used in an array of applications.

The graphics are inspired by Canada’s natural environment and the traveller’s expression of their experience.

2.4

pattern bar graphics

Overview These graphics are inspired by patterns that occur in Canada’s natural environment. The ready-to-use partner graphics consist of two pattern graphics which can appear in any one of four bar graphics, in any one of

Partner Colour Palette

Bar Graphics

Freedom Orange

2.4

the three partner colours. The CTC logo, partner logos and brief passages of text can also be incorporated into the bar graphic, giving a flexibility and fresh look to all communications.

Pattern Graphics Pebbles

Discovery Green

Shape 1

Virginia Johnson – Pattern Graphics Virginia Johnson is a Canadian clothing/textile designer and illustrator. She studied at Parsons School of Design, before designing shoes and bags for Helmut Lang. She left the company in 2000 to pursue her work in textiles and illustration, and to work on her own clothing line. Her collections are currently available in more than 50 stores worldwide, including: Barneys New York, Kate Spade and Calypso. She has been featured in numerous

Expressive Blue

publications including New York and Toronto Life magazine, and the Globe and Mail. Shape 2 Waves

Shape 3

Shape 4

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Example of the Pattern Bar Graphic used in a partner ad. 30

pattern bar graphics

Ready-to-use Graphics

2.4

Below are the available ready-to-use graphics. The shape, pattern and colour of each graphic is fixed and must not be altered.

Pattern Bar Graphic 1

Freedom Orange: Waves

Discovery Green: Waves

Expressive Blue: Waves

Freedom Orange: Pebbles

Discovery Green: Pebbles

Expressive Blue: Pebbles

Freedom Orange: Waves

Discovery Green: Waves

Expressive Blue: Waves

Freedom Orange: Pebbles

Discovery Green: Pebbles

Expressive Blue: Pebbles

Pattern Bar Graphic 2

31

pattern bar graphics

Ready-to-use Graphics (continued)

2.4

Below are the available ready-to-use graphics. The shape, pattern and colour of each graphic is fixed and must not be altered.

Pattern Bar Graphic 3

Freedom Orange: Waves

Discovery Green: Waves

Expressive Blue: Waves

Freedom Orange: Pebbles

Discovery Green: Pebbles

Expressive Blue: Pebbles

Pattern Bar Graphic 4

Freedom Orange: Waves

Discovery Green: Waves

Expressive Blue: Waves

Freedom Orange: Pebbles

Discovery Green: Pebbles

Expressive Blue: Pebbles

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pattern bar graphics

How to Use the Pattern Bar Graphics

White Line

The white line varies in thickness (or weight) depending on the size of the application. It should measure 0.4% of the longest dimension of the final piece. For example, the white line used on an 8.5" x 11" application should measure 0.044" in thickness.

Logo Placement and Colour

Ontario Tourism

Toshi Kawano/Tourism BC

Colour Choice

Toshi Kawano/Tourism BC

Rotate and Flip

When the bar is used to frame a dominant photograph, choose a colour that complements or contrasts the colours from within the image.

Ontario Tourism

The ready-to-use graphics can be scaled, rotated and flipped to fit an array of applications. When used with a photograph a white line must be applied to separate the ready-to-use graphic from the image.

2.4

Whenever the logo and Pattern Bar Graphic are incorporated into the same layout, the logo must be contained within the Pattern Bar Graphic. In these cases, the reverse colour version of the logo must be used. Refer to page 13 for details.

Choose one colour that complements or contrasts the predominant colours from within the photograph.

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photography

2.5

photography Our photography is all about capturing a moment in time—illustrating intriguing Canadian experiences which will inspire the curious traveller to visit Canada now. It should evoke the feeling one has when in Canada—to share a sense of place but, not to simply describe the physical destination. The imagery itself should be unique and provocative, the kind of moments travellers experience that make Canada inviting. It should appear authentic (real) and not overly posed. We will continue to build this robust new image library throughout the months and years to come.

Photography should evoke curiosity and reflect the spirit of geographic, cultural and personal exploration.

photography

Overview Previously our photography has generally shown Canada’s beautiful landscape, often vast with few people. We should now be showing the actual experiences of the traveller exploring and discovering Canada.

Previous CTC Photography

2.5

Our photography should capture a moment in time and evoke the feelings of that experience.

New CTC Photography Direction

35

photography

Photography Sources There are three main sources for partners to source photography: the partner online image library, stock photography and commissioned photography. Proprietary CTC hero photography can be used in specific partner

campaigns, please contact the CTC for details. Refer to page 63 for contact information. When selecting or commissioning photography, the content and style parameters on page 37 and 38 must always be considered.

There is currently a large online image library available to all our partners for use in a wide variety of applications. We’ve just released over 350 new images reflecting the Canada Brand and are keen to share these special moments in time with our partners. Access to these amazing images can be found at www.canada.travel/mediacentre, just click on “images.” This library is constantly being updated with new materials.

The CTC has commissioned a select set of Hero photos that are currently intended for exclusive brand applications only. The following are examples of the new visual approach the CTC will take branding Canada, using images that bring to life experiences versus destinations.

Travel Manitoba

Tourism BC/Toshi Kawano

CTC Hero Photography

Travel Alberta

Partner Photography

Travel Alberta

2.5

In the case of CTC joint ventures, these images may be available for use by partners. Contact the CTC for details. Refer to page 63 for contact information. 36

photography

Photography Content Photography is defined by a few key principles. The personal experiences shown in these images should always be shown in context to our pillars—Canada’s geography, culture or people. Each shot should portray Canada’s

2.5

geography and/or culture as the catalyst for the unique experience of the traveller(s) that are depicted in the shot.

Personal Experience (sample Hero photography)

Cultural

Geography

37

photography

Photography Style The following criteria should be used when commissioning new photography or selecting from existing collections. The people or person in the shot should come across as the hero, with the environment serving as the inspiration. A Canadian context is

important but not necessarily an obvious iconic reference. It is more important to capture the spirit of the moment than to ensure a specific tourist icon is in the background. The imagery should have energy and vitality— showing people connecting with, rather than observing, the environment.

Candid

Authentic (real)

Natural

Warm

Capture real intimate moments with real people, expressing energy and vitality.

Images should feel authentic and not posed. Preferably, the people in the shot should not be looking directly into the camera.

Use natural light to create atmosphere and vitality (outdoor and indoor).

Use light and the colour of the environment to create an overall sense of warmth.

Checklist

Diversity and Demographics

Ask yourself the following questions when deciding if an image is right for the brand.

All photography must be representative of our ethnic diversity and varying age demographics in order to appeal to all international and niche markets.

• Does the situation and people look real? Is it believable? • Do the people and actions look natural and unposed? • Does it look like it is in Canada?

2.5

The sample images shown in these guidelines do not currently capture that full range and will be built upon in the coming months.

• Does it look real and natural (not fake or manipulated)? • Does the colour and content have an inherent warmth?

38

photography

Landscape Photography Where it is applicable (e.g. supplemental editorial photos in a larger article) to show just images of landscape the following guide should be used for selecting or commissioning images. This photography should not be used without the approval

2.5

from the CTC. The photography should portray the unique and unusual geographic and natural formations found across the country. A low perspective is used to emphasize foreground texture and colour, creating a proprietary look to the shots.

39

photography

Business Segment When creating specific materials for the meetings, conventions, and incentive travel segment, it is important to remember it is not just about showing people doing business. Conferences and conventions are held in our cities

Cultural

2.5

and recreational destinations because of our culture and geography. When showing images of business people, follow the principles on page 38—showing real moments preferably in recognizable settings.

Business

These images are samples, and are reflective of just one aspect of the business experience in Canada. Geography

40

photography

Photography Credit

Image and Text Area

Credit Note

Credit Note

Small Applications (detail shown)

Richard Smith/Travel Manitoba Manitoba

Image and Text Area

Credit Note

Large Applications (detail shown)

Credit Note

Credit Note

Placement without Pattern Bar Graphic

Credit Note

Credit Note

Placement with Pattern Bar Graphic

of an image, either reversed out of a dark area or in black over a light area. Consideration of the placement is determined by the image, the position of other elements such as copy and logo placement, and where the credit note will be most legible.

Richard Smith/Travel Manitoba Manitoba

Where it is applicable, the photography may require a credit referencing the photographer and/or the place the photograph was taken. This is not required on all materials. It should always be placed vertically on one of four corners

2.5

On applications with a dimension larger than 12", the credit must be set in 7pt

On applications with a dimension smaller than 12", the credit must be set in 5pt

Helvetica Neue Light.

Helvetica Neue Light.

41

tone of voice

tone of voice The CTC’s brand is not restricted to its visual representation— the written and spoken word should also reflect the core values of the brand. The tone of voice should be informal, personal, revealing and concise—like one traveller talking to another traveller. It should sound as though you are telling a good friend about your unique experience in Canada. This section provides more guidance on how to achieve this tone of voice.

Our new tone of voice is personal. Speak from the heart and provide a launch pad for experience and imagination.

2.6

tone of voice

Introduction

What is Brand Canada?

Who is our audience?

The underlying message

A brand is a distinguishing symbol, mark, logo, name, word, sentence or combination of these that companies use to distinguish their product.

The curious traveller.

Freedom… … to explore. … to be yourself. … to experience Canada in a personal way.

In our case, Canada is the Brand. “Keep Exploring” is the tagline. The Brand Promise is what the consumer can expect from the brand. Ours is: When you come to Canada, you can create your own unique and extraordinary personal experiences. We call these “wow” experiences. The Brand personality is confident, youthful, informal, warm, witty, intriguing, authentic (real) and open. The idea behind

We are talking to people who believe in participating in life, not sitting on the sidelines; people who are inquisitive, who want to learn about themselves and the world around them. Quite simply, we are speaking to the curious traveller.

Canada is the blank canvas on which the traveller has the freedom to paint his/her own unprescribed experience.

Why are we doing this?

Your exploration could be a series of encounters, moments in which you create personally exclusive memories by doing

• Canada is currently a destination of consideration. We want to be a destination of choice, and we want curious travellers to choose Canada now!

things that spark your imagination and ignite your passion. Canada enables you to try new things, hang out with people

• To attract high-yield visitors to Canada.

having a consistent style of writing in CTC communication is to continually reinforce that refreshed Brand personality.

2.6

you never thought you would, find yourself speaking French, discover something new, gain perspective and knowledge. You will be more than you were before.

What is the Brand tone of voice? If our Brand could speak, what would it sound like? Brand Canada’s tone is informal and personal, intimate and revealing, straightforward and concise. And the source is a trusted confidante, not a government entity. Writing in the brand tone of voice is like telling a story to a good friend. It’s a conversation, speaking traveller to traveller.

43

tone of voice

How do I write in the brand tone of voice?

Convey emotion.

Put yourself there.

This is not factual downloading, it’s personal. Speak from the heart. Tell what your mind is sensing, not what your body is doing. Traditional destination marketing is brain to heart— listing a grocery list of activities, places and events in hopes of connecting with the traveller. Now, we’re talking heart to heart, providing a launch pad for experience and imagination. We are fulfilling that deep personal need for profound and unique life experiences.

Then tell us about it. Any place can offer buildings and mountains and oceans. It’s how the experience of being in our country makes you feel that distinguishes us from every other travel destination. Don’t forget your sense of humour; i.e., “My first mistake was thinking I could use a sea cucumber in a salad.”

2.6

3. Personal sense of growth: You’ve learned something about yourself; seen the world from a different perspective (“With the forest floor 80 feet below, moving quietly alone through the tree canopy, I gained a genuine appreciation for our fragile ecosystem”). 4. Personal sense of contribution: You volunteered to clean up Jasper National Park on World Environment Day. You joined a highway crew picking up litter in the Yukon Territory.

Know the place you’re describing. Don’t fake it. Do your research. Get on the phone. Read a But, keep it light.

Get to the point early.

Sprinkle your text with some signature Canadian humour and wit. Have fun.

blog. Talk to the locals. Get on an airplane. See it with your own eyes. Blend knowledge with personality, insight with passion, confidence with a fresh, optimistic perspective.

Take me with you!

When you write, hit on one or all of these:

Keep it simple.

The reader needs to feel as if he is in the place with you, and believe it:

1. Personal sense of connection to a place: This can be quite sensual (“I became a part of this mountain, or at least a little piece of it”).

We’re straightforward people. Our writing should reflect this.

What does the beach in Tofino smell like? What do the Prairies sound like? What does a tourtière taste like in Montréal on Christmas eve? What does a sea cucumber feel like?

This is Canada. We don’t ramble on here—unless we’re in a pub in Newfoundland. That’s a whole other story.

2. Personal sense of accomplishment: You’ve done things you’ve never done before, perhaps risk-taking ("Watching my dad on his 79th birthday jump in a raft and go whitewater rafting down the Kokanee river-rapids at level 3!”).

44

How do I write in the brand tone of voice? (continued)

Stay away from the hard sell.

Speak to the curious traveller.

You may be selling a hotel room or a rental car, but to the traveller, you are providing the chance for a personal experience—the sale is merely a byproduct. Traditionally, you might say, “Hertz vacation special $300” in your headline and in the main text explain what the traveller can see from his car. We are flipping that around. Now we are hooking the traveller with the experience and then saying, by the way, now you can do it thanks to this great offer from Hertz.

Here’s an example: Canada’s regional, multicultural culinary traditions use fresh, locally sourced ingredients in original, unexpected ways that you will only find here. But instead of the usual anecdotes of dining on pristine fare in a three-star restaurant, we tell the individual’s story of shopping with a chef—hunting for morels in the forest or selecting the plumpest oyster at a public market—and learning how to squeeze the essence out of each salmonberry and heirloom tomato.

tone of voice

2.6

Soften your verbs. We’re trying to soften the use of imperative verbs, as in “discover,” “experience,” and “visit,” in our writing. We’ll still be using them, but maybe not at the beginning of a sentence; rather woven into a sentence. Feel free to involve the reader by saying, “You might discover…,” for instance. Of course, it’s easy to overdo the use of the word “you.” That’s why we’re trying to make it subtle; i.e., “You thought you’d seen it all when you roughed it beside a glacier lake. It might take a week before the grin leaves your face. And the grit leaves your teeth.”

Here’s your check list. When you’ve finished, read it out loud. Ask yourself: Does this sound personal? Does it feel natural? Does it feel intimate? Does it feel unique? Does it feel authentic (real)? Does it give me a tingle? Would it motivate me to book a trip to Canada?

45

partner communications 3.1 partner advertising and promotions 3.2 wholesaler advertising and promotions

46

partner advertising and promotions

3.1

partner advertising and promotions We have developed a set of guidelines for partners’ advertising and promotions. These guidelines give flexible direction to ways the new logo and select graphic elements can be applied to different ad and promotional formats incorporating various partner co-branding situations. All of the pieces shown in this section are available for use in different countries. The logo and Pattern Bar Graphic files are available through the CTC. Refer to page 63 for contact information.

47

partner advertising and promotions

Types of Layouts The primary purpose of the partner advertising and promotions layouts is to consistently present the CTC logo alongside the partner logos while giving a greater sense of order and hierarchy.

There are a range of layouts and elements that can be chosen to suit individual partner needs. In addition to the specific Pattern Bar Graphics seen below, the other colour and pattern versions can be used (refer to page 31 and 32).

Layout with Logo Only

Layout with Pattern Bar Graphics 1, 2 or 3

Image and Text Area

3.1

Layout with Pattern Bar Graphic 4

Image and Text Area

Image and Text Area

Partner Logo Partner Logo

Partner Logo

Image and Text Area

Partner Logo

Image and Text Area

Partner Logo

Image and Text Area

Partner Logo

48

partner advertising and promotions

Layout with Logo only The CTC logo can be used on its own, refer to page 19 for appropriate use of different versions of the CTC logo. We recommend that the CTC logo appear in the bottom right corner, with consideration of the exclusion zone (refer to

page 15). The diagrams below illustrate different partner recognition configurations for when varying numbers of logos are required.

Single Partner Recognition

Multiple Partner Recognition

Image and Text Area

Image and Text Area

3.1

Primary and Secondary Partner Recognition Primary Partner Logo

Image and Text Area

Partner Logo

Partner Logo

Partner Logo

Image and Text Area

Partner Logo

Secondary Partner Logo

Image and Text Area

Partner Logo

Partner Logo

Secondary Partner Logo

Primary Partner Logo

Partner Logo

Partner Logo

Secondary Partner Logo

Image and Text Area

Partner Logo

49

partner advertising and promotions

Layout with Pattern Bar Graphic 1, 2 or 3 (refer to page 31 and 32) The Pattern Bar Graphics 1, 2 and 3 can be incorporated into layouts to contain both the CTC logo and partner logos, in which case reverse versions of all logos must be used. We recommend that the CTC logo appear in the bottom right

corner, with consideration of the exclusion zone (refer to page 15). These Pattern Bar Graphics can be cropped, rotated and flipped to suit different

Single Partner Recognition

Multiple Partner Recognition

3.1

applications. The diagrams below illustrate different partner recognition configurations for when varying numbers of logos are required.

Image and Text Area

Primary and Secondary Partner Recognition

Image and Text Area

Image and Text Area

Primary Partner Logo

Partner Logo

Partner Logo

Image and Text Area

Partner Logo

Partner Logo

Image and Text Area

Secondary Partner Logo

Partner Logo

Secondary Partner Logo

Secondary Partner Logo

Image and Text Area

Primary Partner Logo

Partner Logo

Secondary Partner Logo

Secondary Partner Logo

Secondary Partner Logo

Pattern Bar Graphic 1 has been used to illustrate the different partner recognition configurations above, however Pattern Bar Graphics 2 and 3 can also be used for these scenarios.

50

partner advertising and promotions

Layout with Pattern Bar Graphic 4 (refer to page 32) Pattern Bar Graphic 4 is intended to only contain the CTC logo. This version is useful when reverse versions of partner logos are not available and must appear outside the Pattern Bar Graphic. We recommend that the CTC logo appear in the

bottom right corner, with consideration of the exclusion zone (refer to page 15). These Pattern Bar Graphics can be cropped, rotated and flipped to suit different applications. The diagrams below illustrate different partner recognition configurations for when varying numbers of logos are required.

Single Partner Recognition

Multiple Partner Recognition

Image and Text Area

3.1

Primary and Secondary Partner Recognition

Image and Text Area

Image and Text Area

Primary Partner Logo

Partner Logo

Partner Logo

Partner Logo Secondary Partner Logo

Image and Text Area

Partner Logo

Image and Text Area

Partner Logo

Partner Logo

Secondary Partner Logo

Primary Partner Logo

Secondary Partner Logo

Secondary Partner Logo

Secondary Partner Logo

Image and Text Area

Secondary Partner Logo

51

partner advertising and promotions

Other Considerations Additional elements of the CTC identity system, such as photography, typography and tone of voice, can be added to layouts to create a stronger consistency of messaging in our collective communications.

The CTC’s website URL, www.canada.travel, appears on all partner communication.

Photography

Typography and Tone of Voice

the grandest ski vacation ever 7 nights/5 days skiing, $634 each Every morning, you’ll step outside your hotel, look

3.1

URL

www.canada.travel The CTC’s website URL always appears on partner communications (refer to page 17 and 18 for usage parameters).

up and be awed by mountains that rise forever. You’ll smile, breathe deeply.... and gasp as the crisp air quickly reminds you why they call this place “breathtaking.” Over a century ago, Canadians tamed Tourism Saskatchewan/Douglas E. Walker

the Rockies (a bit, at least) by building two of the

Photography can be used and commissioned that follows the composition and style of that outlined in section 2.5.

grandest Euro-style hotels imaginable. And you’ll be staying in them. Four nights at the Fairmont Banff Springs hotel, three at Fairmont Chateau Lake Louise and five days on epic powder at Ski Banff @ Norquay, Sunshine Village and Lake Louise.

Text can be set in Helvetica Neue (refer to section 2.3) and our tone of voice can be used to enliven copy and headlines (refer to section 2.6).

52

partner advertising and promotions

Advertising and Promotional Samples

3.1

The next couple of pages contain sample layouts for partner ads. Use these annotated ads as guides when creating your own partner advertising layouts.

Partner logo is reversed out of Pattern Bar Graphic.

Photography follows the CTC’s brand criteria (refer to section 2.5).

The Pattern Bar Graphic 2 with the Pebbles Pattern Graphic has been rotated and flipped to suit the layout (refer to section 2.4).

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Helvetica Neue is used for headlines and body copy (refer to section 2.3).

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The Pattern Bar Graphic 2 with the Pebbles Pattern Graphic is used (refer to section 2.4). Partner logos are reversed out of Pattern Bar Graphic.

The reverse colour version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

53

partner advertising and promotions

Print Literature Samples

3.1

Below are some sample layouts for partner print literature. Use these annotated layouts as guides when creating your own partner print literature layouts.

Road Map Cover

Partner logo used prominently.

Primary Partner Logo

vacation guide 2007

Title set in Helvetica Neue Light, reversed out of photograph in white (refer to section 2.3).

Travel Alberta

Vacation Guide Cover

Partner Logo

road map

Photography follows the CTC’s brand criteria (refer to section 2.5).

Travel Alberta

The Pattern Bar Graphic 2 with the Waves Pattern Graphic is used (refer to section 2.4). Secondary Partner Logo

Secondary Partner Logo

Partner logos are reversed out of Pattern Bar Graphic.

www.canada.travel

The CTC’s URL has been set in Helvetica Neue Medium in Explorer Red (refer to page 17).

The reverse colour version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

www.canada.travel

Partner logos are reversed out of Pattern Bar Graphic.

The Pattern Bar Graphic 2 with the Waves Pattern Graphic is used (refer to section 2.4). The reverse colour version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

54

partner advertising and promotions

Online Samples

3.1

The three examples below show three options for including the CTC logo, URL and both Logo and URL on partner website homepages.

Logo (Preferred)

URL

URL and Logo

We encourage partners to include our logo on their homepages to act as a link to www.canada.travel. The logo should appear at no less than 100 pixels wide in online applications. Refer to page 18 for details.

The URL can be used on its own to act as a link to www.canada.travel. This graphic must be set in Helvetica Neue Medium and can appear in Explorer Red on white backgrounds or in white on solid colours, textures or photographs. Refer to page 18 for details.

The URL and logo can be used together to direct users to www.canada.travel. Refer to page 18 for details.

55

wholesaler advertising and promotions

3.2

wholesaler advertising and promotions Wholesaler advertising and promotions can provide valuable opportunities for showcasing the CTC’s brand identity. Since wholesalers will often produce materials to reflect their own brand identities, these applications generally do not offer as much design flexibility. This section explains how you can incorporate certain CTC brand elements effectively within your advertising, print literature and online applications.

56

wholesaler advertising and promotions

Primary Design Considerations Wholesaler advertising and promotions are often templated and do not offer too much design flexibility. In these applications, it is most important to ensure the proper use and placement of the CTC logo and to include CTC brand

3.2

photography wherever possible. The Pattern Bar Graphics, typography and tone of voice are secondary considerations that may be incorporated when the opportunity arises.

Photography

Ensure the proper use and placement of the CTC logo in different backgrounds. Refer to section 2.1 for details.

CTC brand photography should be used whenever possible. Refer to section 2.5 for details on selecting or commissioning photography with the appropriate content and style.

Travel Alberta

Logo

57

wholesaler advertising and promotions

Advertising and Promotional Samples

3.2

The next couple of pages contain previous samples of ads and promotions created by wholesalers. Each sample is annotated to show how CTC brand photography and the CTC logo should be incorporated.

Photography Use images that reflect experiences vs. destinations, close-ups vs. wide shots (refer to section 2.5).

Logo The reverse colour version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

Travel Alberta

Press Advertisement

New Brunswick Tourism & Parks

Poster

Photography Use images that reflect experiences vs. destinations, close-ups vs. wide shots (refer to section 2.5).

Logo The colour version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

58

wholesaler advertising and promotions

Advertising and Promotional Samples (continued)

Photography Use images that reflect experiences vs. destinations, close-ups vs. wide shots (refer to section 2.5).

Ontario Tourism

Tourism BC/ Albert Normandin

Travel Manitoba

Press Advertisement

New Brunswick Tourism & Parks

Poster

3.2

Photography Use images that reflect experiences vs. destinations, close-ups vs. wide shots (refer to section 2.5).

Logo The reverse version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

Logo The colour version of the CTC logo is used with consideration of the exclusion zone (refer to section 2.1).

59

wholesaler advertising and promotions

Print Literature Samples

3.2

The next couple of pages contain previous samples of print literature created by wholesalers. Each sample is annotated to show how CTC brand photography, the CTC logo and other brand elements should be incorporated.

Brochure Cover and Spread

Brochure Spread

Ontario Tourism

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New Brunswick Tourism & Parks

Travel Alberta

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60

wholesaler advertising and promotions

Print Literature Samples (continued)

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3.2

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61

wholesaler advertising and promotions

Online Samples

3.2

Travel Manitoba

The sample below is an online feature created by a wholesaler. This sample is annotated to show how CTC brand photography should be incorporated.

Photography Use images that reflect experiences vs. destinations, close-ups vs. wide shots (refer to section 2.5).

62