Destination Canada Brand Standards Guide. Version 1.0 September 2015

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1 Destination Canada Brand Standards Guide Version 1.0 September 2015

2 Introduction Welcome to your brand standards guide for Destination Canada. We ve re-branded to better showcase our business and mandate. We re building on our successes, refreshing our vision and further defining ourselves to sharpen our competitive edge. Follow these guidelines to present our new corporate identity with a clear and consistent voice and look. And keep exploring what makes Destination Canada the place to be.

3 Table of contents Corporate brand 1 Corporate logo 2 Colour 5 Primary typeface 6 Secondary typeface 7 Things to avoid 8 Canada wordmark 9 Logos overview 11 Choosing the right logos 12 Corporate applications 13 Corporate logo combinations 14 Stationery applications 15 Fax and memos 16 PowerPoint presentations 17 Reports 18 Websites 19 Tradeshows 20 Banners 21 Contacts 22

4 Corporate brand The corporate brand applies to materials intended for internal, industry or government communications. If the materials won t be seen by the general public, they are considered a corporate brand application. If they are seen by the public, the materials would be considered a marketing brand application. This section provides you with an overview of our new corporate identity. 1

5 Corporate brand Corporate logo IT S BILINGUAL! Introducing our new corporate logo. It reads the same in English as it does in French, so there s only need for one language version. This is the only approved logo variation other language versions must not be created. We ve specifically chosen a font called Gibson for this logo. It s friendly and versatile, and works well across many applications. It was designed and produced by eminent Canadian type designers, and proceeds from the sale of the font go back into Canadian design education and creative arts. Bilingual (English and French) Gibson does not replace Helvetica Neue as our primary brand font. 2

6 Corporate brand Corporate logo VARIATIONS Four distinct variations of our corporate logo are available. No other variations can be used. Full colour Use for corporate applications in colour, against white or light backgrounds (including photos). This version is always preferred over the black version below, as long as it suits the application. Half reverse Use for corporate applications in colour, against a medium to dark background (including photos). This version is always preferred over the reverse version below, as long as it suits the application. Reverse Use for corporate applications in black and white, against a medium to dark background (including photos). Black Use for corporate applications in black and white, against a white or light background. 3

7 Corporate brand Corporate logo SIZE AND CLEAR SPACE For legibility, the logo should always be at least 1 across or larger. To determine the clear space (or exclusion zone) at any given size, just use the height of the D within DESTINATION. 1" 175 pixels Minimum width (print) For legibility, the width should always be 1 or more. Minimum width (online) For legibility, the width should always be 175 pixels or more. Exclusion zone The minimum clear space is the same as the height of the D in DESTINATION. 4

8 Corporate brand Colour COLOUR PALETTE A simple yet bold colour palette of red, white and black gives our materials an iconic Canadian feel. The colour red represents Canada in consumers minds. Using it in our colour palette makes a bold connection with our brand and Canada. The colour white adds sophistication and, when paired with red, also strengthens the association of our brand with Canada. The colour black complements our photography and video assets by giving them a documentary feel, while making them stand out. Finally, grey is used in certain applications, for non-focal graphics and less important text. Pantone 1795 C0 M100 Y99 K4 R224 G30 B43 #E01E2B White Black Grey K20 K90 Pantone 1795 Black White Corporate logo colour The corporate logo uses Pantone 1795, black, and white. 5

9 Corporate brand Primary typeface Our main typeface is Helvetica Neue (licensed from Linotype). Specific weights of Helvetica Neue are used for different types of text, such as headlines, body copy and subheads. To purchase Helvetica Neue, visit the Linotype website at We recommend using the OpenType version. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 75 Bold Other weights available in the Helvetica Neue type family: Helvetica Neue 36 Thin Italic, 46 Light Italic and 66 Medium Italic 6

10 Corporate brand Secondary typeface Arial is our secondary typeface. Arial is only used when our primary typeface is unavailable, which includes certain instances on the web, PowerPoint presentations, and documents created in Microsoft Word or Excel. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold Italic 7

11 Corporate brand Things to avoid Relative positioning Text and typeface Skew We want our new corporate logo to look its best and be consistent whenever it s used. Here are a few things to avoid. Destination Do not reposition any of the elements within the logo, as in this example the leaf icon has been moved to the right. Do not replace any of the text or typefaces. Do not skew the logos scale them proportionally. Logo colour Hue and tone Busy areas of texture Do not change the colour of any of the elements. Do not use the logo on colours that will hide or clash with the colours in the logo. Do not use the logo over busy backgrounds. White or coloured boxes Do not isolate the logo in a box. 8

12 Corporate brand Canada wordmark COLOUR VARIATIONS For flexibility with different backgrounds and media, two distinct colour variations of the Canada wordmark are available. No other colour variations can be used. A third variation the full colour version is reserved strictly for corporate applications in colour on white or light backgrounds. The other two variations may also be used for corporate applications. Reverse Use for any applications on a medium to dark background (including photos). Black and white Use for any applications in colour or black and white, against a white or light background (including photos). 9

13 Corporate brand Canada wordmark 2 cm (0.79") SIZE AND CLEAR SPACE For legibility, the Canada wordmark shouldn t be scaled down to less than 2 cm (0.79 ) across. Also, give the wordmark plenty of room with a clear space (or exclusion zone) equal to the height and width of the C in Canada. Minimum width To keep the elements legible, the width should always be 2 cm (0.79") or more. Exclusion zone The clear space is the same height and width as the C in Canada. 10

14 Logos overview CORPORATE LOGO Introducing our new Corporate Logo. Destination Canada (DC) is our new business operating name, in lieu of the Canadian Tourism Commission (CTC). The CTC will continue to be our official legal name and will still be referred to in legal documents and in some reporting to our Shareholder. While it is encouraged to refer to the full name of our organization, the abbreviation, DC, can be used in both official languages. CANADA WORDMARK This wordmark is part of the Government of Canada s Federal Identity Program (FIP), which allows for clear and consistent identification of government institutions. MARKETING LOGO We use our marketing logo in select consumer-facing, partnered communications, as well as in some office signage and merchandise. BUSINESS EVENTS CANADA LOGO This is the primary logo for Business Events Canada (BEC). It is also available in French, and bilingual English/French. CTC CORPORATE SIGNATURE The CTC corporate signature will only be used on certain corporate applications and official legal documents. 11

15 Logos overview Choosing the right logos The following table shows how to choose the right logos for your communication. To comply with Federal Identity Program (FIP) standards, the relevant logos are mandatory on all materials. Logo usage falls into two main categories: Corporate and Marketing. All Corporate applications use the FIP Canada Wordmark and the Corporate Logo. For Marketing, different logos apply according to the media they appear in. Refer to the attached chart for guidelines on which logos apply in which situations. CORPORATE APPLICATIONS Corporate stationary Corporate website PowerPoint Corporate report cover MARKETING APPLICATIONS Consumer website Print advertising Broadcast advertising Online applications Give-aways for general public TRADESHOWS AND EVENTS* Electronic communications, Evites Venue interior and exterior, Stages Tradeshow booths Posters, Standees Give-aways for industry/partners *For events that are industry-facing, such as Rendezvous Canada and GoMedia. 12

16 Corporate applications This section provides you with an overview of how to apply the corporate brand in everything from stationery to presentations. Editable templates are available for many common purposes through our Intranet site ( or by request from the Creative Services Team. 13

17 Corporate applications Corporate logo combinations For corporate materials, follow these basic guidelines for positioning and sizing the two required logos. Remember that the logos will work best when given plenty of open space free from distracting elements. Ratio The Canada wordmark should be the same height as the C in DESTINATION CANADA. Position (portrait) For portrait-oriented documents, the corporate logo should normally appear on the upper left corner, and the wordmark should appear on the bottom left corner. Position (landscape) For landscape-oriented documents, the corporate logo should normally appear on the bottom left corner, and the wordmark should appear on the bottom right corner. 14

18 Corporate applications Stationery applications Our stationery templates have been created with fixed and editable regions, allowing you to customize contact details. You can download the editable letterhead and mailing label templates from the Intranet. No.10 envelope (front and back) Suite 1400, Four Bentall Centre 1055 Dunsmuir St., Box Vancouver, B.C., Canada V7X 1L Bureau 1400, Four Bentall Centre 1055, rue Dunsmuir, C.P Vancouver (C.-B.), Canada V7Z 1L Letterhead Adam Brownfield Digital and Creative Services Coordinator Coordonnateur des services numériques et de création brownfi ExploreCanada Explorezsansfi n , rue Howe St., Vancouver BC, Canada V7X 1L2 Business card All business cards are bilingual, with English and French printed on one side, and a branded photo on the other. Mailing labels 15

19 Corporate applications Fax and memos These templates are available as Word files, with fixed and editable regions. You can download these templates from the Intranet. Suite 1400, Four Bentall Centre 1055 Dunsmuir St., Box Vancouver, B.C., Canada V7X 1L Bureau 1400, Four Bentall Centre 1055, rue Dunsmuir, C.P Vancouver (C.-B.), Canada V7Z 1L Please enter body of Memo here. / Veuillez taper votre texte ici. Fax Memo 16

20 Corporate applications PowerPoint presentations Our standard PowerPoint template is available in English and French, and is fully editable. We encourage you to source and insert your own on-brand photos* in order to customize your presentation to suit your specific needs. We have included a number of helpful tips and guidelines within the template itself to help you prepare your next presentation. Simply delete the pages you don t require and edit as necessary. Cover page light option Cover page dark option Inside page template Icons Branded icons for you to use strategically throughout your presentation. *Use the Brand Canada Library: 17

21 Corporate applications Reports Our standard report template is editable to allow for both consistency and flexibility. Marketing Canada in an Ever-Changing World Destination Canada Corporate Plan Portrait-oriented report cover with photo Destination Canada Content Playbook Partner Edition Destination Canada 1 Landscape-oriented report cover with solid red background 18

22 Corporate applications Websites For our corporate websites, the corporate logo appears in the upper left corner and the Canada wordmark in the footer bar. Corporate website homepage 19

23 Corporate applications Tradeshows Tradeshows and special events are excellent opportunities to bring our brand to life in an immersive way. Guests at our events should feel that they ve had a taste of uniquely Canadian experiences, and that their curiosity has been rewarded from the invitation through to the finale. We will be updating our Tradeshow and events guidelines with our new corporate branding, which will be available fall 2015 on the Intranet. RVC 2015 tradeshow booth 20

24 Corporate applications Banners Solid-colour backs Photographs on front Choose banners that are double-sided whenever possible, to allow for an impactful photograph on one side and a solid colour with our corporate logo on the other. You can then stagger the banners to best suit your space. Standee banners These 38 x 94 inch double-sided standees were used at RVC 2015 as portable backdrops, space dividers and room adornments. 21

25 Contacts FOR QUESTIONS ABOUT THE CORPORATE BRAND IDENTITY AND THE BRAND CANADA LIBRARY, CONTACT: Adam Brownfield Digital and Creative Services Coordinator FOR SPECIFIC TEMPLATES OR FILES, CONTACT: Antoine Scotto Senior Graphic Designer

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