CTC Brand Standards Guide

Transcription

1 December 2012 CTC Brand Standards Guide Version 3.0

2 Introduction Hi Welcome to your brand guidelines. Here s where you ll discover all of the elements that we ve created to say one thing, with one united voice, to the entire world: Canada. Keep Exploring. With that voice, we ll ignite the imagination of curious travellers everywhere. Keep reading to find out more. 02

3 Introduction A letter from our president We ve taken years exploring what makes Canada so unique, and we wouldn t dream of keeping what we found to ourselves. In fact, we want to inspire curious travellers from around the world to come visit this amazing place we call home. That, very simply, is what this communications toolkit is all about empowering ourselves and our partners to speak to travellers in a way that s compelling, welcoming and genuinely in the spirit of Canada. So, take a look inside and get familiar with all of the tools you have on hand. Then dive right in and help us bring Keep Exploring to life. There s a whole world out there waiting to find out what we already know about Canada. Michele McKenzie, President and CEO 03

4 Table of contents Table of contents Cover 01 Introduction 02 A letter from our president 03 Our story 06 Our key insights 07 Our personality 08 Uniquely Canadian 09 Who we re talking to 10 EQ types 11 Our target explorers 12 Marketing experiences 13 Our Signature Experiences 14 The role of advocacy 15 Our brand toolkit 16 Keep Exploring campaign overview 17 Evolution of a brand 18 A new look 19 Photography overview 20 Photography evolved 21 Photography style 22 Photography tiers 23 Photography credits 24 Writing overview 25 Writing style 26 Writing for travellers 27 Writing checklist 28 Logos overview 29 Identity evolved 30 Choosing the right logos 31 Marketing logo: language variations 32 Marketing logo: colour variations 33 Marketing logo: size and clear space 34 Canada wordmark: colour variations 35 Canada wordmark: size and clear space 36 Keep Exploring wordmark: variations 37 Keep Exploring wordmark: motion 38 Keep Exploring wordmark: language variations 39 Keep Exploring wordmark: colour variations 40 Keep Exploring wordmark: size and clear space 41 Logos: things to avoid 42 Logos in action 43 Website address 44 Maps 45 Colour overview 46 Colour evolved 47 Typography overview 48 Primary typeface 49 Secondary typefaces 50 Putting it all together 51 04

5 Table of contents Our brand in action 52 Marketing applications overview 53 Keep Exploring in action 54 A new website 55 Print advertising 56 Broadcast advertising 57 Online applications 58 POS applications 59 Posters 60 Tent cards 61 Banners 62 Cube standee 63 Partner applications 64 Hybrid print 65 Tactical print 66 Advertorial print 67 Tactical online 68 Our brand checklist 69 Tradeshows and events 70 Logos 71 Posters 72 Venue exterior 73 Venue interior 74 Stage 75 Table settings 76 Table design 77 Furniture 78 Tradeshow booth example 1 79 Tradeshow booth example 2 80 Standees 81 Tradeshow and event checklist 82 Online overview 83 Logos 84 Typefaces 85 Type colours 86 Social overview 87 Tone and voice 88 UGC 89 Corporate applications overview 90 Corporate signature: language variations 91 Corporate signature: colour variations 92 Corporate signature: size and clear space 93 Corporate logo combinations 94 Corporate examples 95 Stationery applications 96 Fax, forms and memos 97 Multi-purpose folder 98 Thank you card 99 PowerPoint presentations 100 Reports 101 Websites 102 Contacts 103 Glossary

6 3:52pm Capilano Treetops Adventure, BC Our story 06

7 Our key insights Our key insights We want to prove to prospective travellers that their experiences in Canada will enrich their lives. That s why, when we set out to create our brand, we decided to create a short list of compelling ideals that we want to share with our audience. We call these our key insights, and every other aspect of our brand has been designed to support them. Expression Canada is a catalyst for my own expression, and gives me the freedom to create my own experiences. Emotion What I see, taste, smell, hear and experience in Canada stirs my emotions. Exploration Canada encourages me to indulge my curiosity and explore its geography, culture and people. Brand promise Create your own extraordinary experiences. 07

8 Our personality Our personality Informal. Witty. Authentic. Our brand s personality is meant to be a direct reflection of Canada s unique culture and subsequently what travellers experience here. We hope our personality shines through in every word and image we use to represent Canada to the world. Canada is intriguing, and refreshingly different than what you would expect. Canada has a youthful spirit, with an open and informal approach to life. We re warm, welcoming and witty. Most of all, we re authentic, real people with experiences we d like to share. 08

9 Uniquely Canadian Uniquely Canadian We want Canada to be a destination of choice for discerning travellers. In the past, we tried to represent Canada as all things to all people. Now, we 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, unequalled tourism experiences. Vibrant cities on the edge of nature Canada is unique for having vibrant urban centers in close proximity to nature. Wander through a forest on the edge of Vancouver s downtown. Pick a mountain to explore from the Calgary Tower. Walk the rocky shoreline near Halifax. Personal journeys by land, water and air A journey is more than getting from one place to the next it s about exploring and discoveries made along the way. Cross the country by rail. Take a fl oatplane to an exclusive fi shing lodge. Sail along the world s longest coastline. Active adventure among awe-inspiring natural wonders Travellers fi nd adventure in the middle of nature s wonders and wildlife. Be mesmerized by the Northern Lights. Get soaked by Niagara Falls. Watch polar bears from the window of a tundra buggy. Award-winning Canadian local cuisine Canada is full of tastes to savour. From farm to table, there are food movements in the making. Discover Ontario s ice wines. See how Quebec cheeses are made. And learn to shuck oysters in Prince Edward Island. Connecting with Canadians Travellers can immerse themselves in the communities they visit. Learn the cowboy way at the Calgary Stampede. Discover Haida culture at a traditional dance. Share stories with a local at the Festival du Voyageur. 09

10 Who we re talking to Who we re talking to The idea behind Keep Exploring is to speak to the curious traveller, inviting them to live a life less ordinary in a land defined by geographic, cultural and personal exploration. In addition to traditional demographic tools we have a more sophisticated tool for connecting with those consumers who will be most receptive to our message. This proprietary social segmentation model is called the Explorer Quotient (or EQ ). It allows us to understand how people travel, and even more crucial, why they travel. The EQ model segments consumers into nine types. Each type has its own psychographic profile, giving us much richer insights into consumer behaviours and preferences compared to demographic-based models. Using the EQ model, we can talk to travellers in their own language, matching their needs and desires with truly unforgettable and relevant Canadian experiences. 10

11 Who we re talking to Authentic Experiencer Cultural Explorer Cultural History Buff EQ types The EQ types are relevant for the Keep Exploring brand when selecting imagery and writing copy. The EQ model segments consumers into nine types: Authentic Experiencer, Cultural Explorer, Cultural History Buff, Personal History Explorer, Free Spirit, Gentle Explorer, No Hassle Traveller, Rejuvenator and Virtual Traveller. Personal History Explorer Free Spirit Gentle Explorer No Hassle Traveller Rejuvenator Virtual Traveller 11

12 Who we re talking to Our target explorers The nine major traveller groups we call them Explorer Types have their own motivations and preferences while on vacation. Three of these types Cultural Explorers, Authentic Experiencers and Free Spirits are our best prospects for positioning Canada as a travel destination of choice. They have a keen interest in the kinds of experiences we offer, plus the income profi les and passport ownership numbers that make them ideal high-yield, long haul travellers. For more information about EQ and all nine Explorer Types visit corporate or go to and fi nd out you own Explorer Type. THE CULTURAL EXPLORER You seek constant opportunities to embrace, discover and immerse yourself in the entire experience of the culture, people and settings of the places you visit. Not content to just visit historic sites and watch from the sidelines, you participate in the modern-day culture as well. You strike up conversations with locals, attend cultural festivals and go off the beaten track to discover how people truly live. THE AUTHENTIC EXPERIENCER With a foot in both worlds, you appreciate the beauty of natural and cultural environments. You enjoy using all of your senses when you explore your chosen destination, and really get to know the places you visit. You adapt to personal challenges and risks, fi guring out how to make the most of every situation. Your goal is be fully immersed in your travel experiences; group tours and rigid plans are not for you. THE FREE SPIRIT Something of a thrill-seeker, you travel to satisfy your insatiable need for the exciting and the exotic. You like the best of everything and enjoy the company of others who feel the same way. You have a lot of energy and want to see and do everything. Young, or young-at-heart, you travel for the thrill and emotional charge of seizing the day. 12

13 Marketing experiences Marketing experiences Communicating a tourism experience is very different from marketing a tourism product. When you promote a product, you talk about what you have to offer. When you communicate an experience, you talk about what the consumer wants to feel. Our promise to the traveller is that when they visit Canada, they have the freedom to create their own unique, extraordinary and authentic moments. Marketing a tourism product Marketing a tourism experience 13

14 Our Signature Experiences Our Signature Experiences A Signature Experience is an exceptional travel experience designed and delivered by qualified Canadian-based tourism businesses. Signature Experiences immerse travellers in our culture and connect them to special people and places in a community or region. They invite visitors to discover, learn and enjoy Canada. Signature Experiences also provide focal points for many of our marketing, media and sales activities. For more information on the Signature Experiences Collection visit You can learn more about developing and delivering engaging tourism experiences by referencing the CTC s Experiences toolkit. 14

15 The role of advocacy The role of advocacy The way consumers seek out travel information has changed. They re more likely to believe what they hear from their friends and online network rather than through a traditional advertising source. That s why our global creative platform was developed to align with this insight. It works because it s authentic. We know advocacy is one of the strongest influencers on potential travellers at all the main stages of the path-to-purchase: Consideration, Evaluation, Purchase and Travel. Advocacy helps accelerate the consumer through the path-to-purchase. Social media is one of the key tools we use to drive advocacy; however, advocacy can also be achieved offline through PR and word-of-mouth initiatives. 15

16 11:32am Louisbourg, Nova Scotia Our brand toolkit 16

17 Keep Exploring campaign Keep Exploring campaign overview Our current Global Marketing Platform is the Keep Exploring campaign. We based the campaign on the insight that travellers trust the opinions of their fellow travellers. Every part of the Keep Exploring campaign remains true to a traveller s experiences in Canada. The Keep Exploring campaign (also known as the Keep Exploring Platform) works as a framework and toolbox of creative elements used to provide a unified and consistent brand message in all of the CTC s consumer-facing markets. The campaign is all about harnessing consumer emotion through inspirational experiences. How? By giving consumers a more complete understanding of what Canadian travel experiences can be. This section deals strictly with consumer-facing applications of the Keep Exploring campaign. The toolkit of the corporate brand differs in some ways. For corporate brand applications turn to page

18 Keep Exploring campaign Poster Evolution of a brand The Keep Exploring campaign remains true to its roots. It s still about inspiring curious travellers to come fi nd out what makes Canada such a unique and wonderful destination. With changing consumer behaviour and technology, we re evolving our brand to keep up-to-date. In order to evolve the brand effectively, we moved towards a unifi ed global platform. We took inventory, kept what worked and evolved the rest. That s why all consumer-facing communications have had a makeover to refl ect a newer look and attitude. The following manual will walk you through the changes that have been made, so that we can all speak with one voice. Keep Exploring website Online ad Online ad Print ad 18

19 Keep Exploring campaign A new look Previous platform We created the Keep Exploring platform to give consumers a more complete understanding of Canadian travel experiences. This campaign was founded on the insight that travellers trust the opinions of their fellow travellers. We became aware of the importance of advocacy and the campaign, at fi rst, refl ected user-generated content. We ve transitioned from emulating this look to creating our own traveller-to-traveller platform all the better to entice Canadian visitors to share their experiences. We created the Keep Exploring website to function as the central element of the platform with supporting advertising materials designed to refl ect its look and feel. Graphic standards were simplifi ed to focus on experiences and give context to travellers trips. Since photography plays such a key role for travellers we chose to make the photography dominant by using full-bleed images to highlight the featured experience, and added imagery to give context to the trips. Current platform 19

20 Photography Photography overview In the Keep Exploring campaign, photography dominates every piece of communication. We use images that capture real moments in time those intriguing experiences that will inspire the curious traveller to visit Canada now. The emphasis is on active participation. We not only want to inspire potential travellers, we want to motivate them to document and share their Canadian adventures. The Brand Canada library is available through our digital asset management (DAM) system at 20

21 Photography Photography evolved In the past our photo shoots provided a large collection of beautiful images. But these photos didn t always express what other experiences were available in that general vicinity. We changed our approach to photography in order to show the world what a real trip through Canada might feel like. Actual groups of friends were sent across the country on trips that were photographed, mapped and documented, with an emphasis on the Signature Experiences Collection. This resulted in a massive bank of candid moments around a specifi c trip, all tracked to their location. Previous photographic approach Current photographic approach Documenting a series of trips from beginning to end enabled us to give viewers more context and specifi c details. Our photography is now much more immersive and addresses a gap for consumers who can t visualize the variety of Canadian experiences. Ideally, Keep Exploring will act both to promote Canada and to motivate travellers to document and share their Canadian adventures. There has been an attitude shift as well. In the past, we may have used photos with beautiful landscapes and no people visible. Or we focused too closely on the people and lost the sense of place. Now we re settling on a happy medium. And we emphasize active participation. We prefer shots with people eagerly involved rather than passively watching. 21

22 Photography Photography style Our photography features real people and authentic experiences, always depicted with warmth and personality. Photos should look as though a traveller has actually taken them, rather than feeling staged by a professional photographer. FIRST PERSON Shots are from a traveller s point of view so that people can easily imagine themselves in the scene. CHOOSING GREAT PHOTOS Are the travellers engaged in the moment? Is the image taken from a traveller s perspective? Do the people and the action look natural and unposed? Is the lighting warm and natural? AUTHENTIC We want real, intimate and candid moments in time, with subjects that look unposed and natural. Can you get a sense of the location? Are you leveraging Canadian perceptions and creating new ones? Is there plenty of clear space for a headline (if needed)? NATURAL Natural light helps to reinforce an overall sense of emotional warmth. 22

23 Photography Photography tiers Photography is divided into three tiers. Tiers are used in different ways depending on what the images depict. TIER 1: HERO EXPERIENCES These images show defi ning moments of a trip that are distinctly Canadian and memorable. They highlight key experiences that are exclusive to the trip and align with one of our fi ve unique selling propositions (USPs). Usage: These images are typically used in primary or prominent applications, like campaign advertising, tradeshow booths and the front covers of publications. Tier 1 imagery is strictly controlled. Contact CTC Headquarters for usage. TIER 2: SECONDARY EXPERIENCES These images supplement hero experiences and indirectly support our USPs. They highlight interesting events that would happen alongside hero experiences on the same trip. Usage: These images are typically used in primary or secondary applications, such as inside our publications or alongside website content. TIER 3: SUPPORTIVE IMAGES These images are used to round out trip content by providing context for the hero and secondary imagery. Usually, they portray subjects like local personalities, architecture, cuisine or wildlife that you see on your journey. Usage: Tier 3 images are only used in association with Tier 1 or Tier 2 images to support specifi c editorial. They always appear at a smaller scale. 23

24 Photography Photography credits When using photos in print, our convention is to credit the photographer or organization. If you only have room for one, credit the organization. When placing a credit, run it vertically in the bottom left corner, either reversed out over a dark area, or in black over a light area. (To fi nd our what a credit should read, refer to the Credit Mandatory information in the image description on the DAM system. If it simply reads Canadian Tourism Commission, and the communication is driven by the CTC, then a credit isn t necessary.) Large application (detail) Canadian Tourism Commission Nova Scotia On applications larger than 30cm (12"), set the credit in 7pt Helvetica Neue Light. Small application Robert Kenney Nova Scotia On applications smaller than 30cm (12"), set the credit in 5pt Helvetica Neue Light. 24

25 Writing Writing overview A great deal of our personality comes across in how we speak. This section will give you an introduction to writing for the Keep Exploring campaign in a way that gives all of Canada s tourism communications a consistent and inspiring voice. Keep in mind that Canadian tourism writing talks to three different audiences: travellers, corporate and media. The Keep Exploring campaign deals exclusively with travellers. 25

26 Writing Writing style All of our consumer-facing communications should sound like travellers talking to travellers. This calls for a casual, personal and evocative writing style. Be conversational. Choose colourful nouns and active verbs that convey real emotion. Replace inactive verbs like go and have with dynamic ones like explore or embrace. And don t be afraid to be generous with personal pronouns like you and we. Take us there with you. Like one traveller talking to another, you want to sound as though you are telling a good friend about your unique experiences in Canada, exactly as you felt it. What does the beach in Tofi no smell like? What do the Prairies sound like? What does a tourtière taste like in Montreal on Christmas Eve? Know the place you re describing, and then blend your knowledge with personality, passion and fresh perspective. Here are some examples of how our writing style brings the Keep Exploring campaign to life. My windshield wasn t nearly big enough for the view. Our tour guides were the sun and the waves. My trip to the world s original amusement park. 26

27 Writing Writing for travellers Our promise to travellers is that when they visit Canada they can create their own unique and extraordinary experiences. Our writing captures an intimate moment in time and evokes the feelings you ve felt when travelling the country fun, peace, elation and wonder. Here are a few tips for telling these stories. TAKE US THERE WITH YOU Like one traveller talking to another, you want to sound as though you are telling a good friend about your unique experiences in Canada, exactly as you felt it. Don t just relate a bunch of facts make it personal. Convey the feeling of being in our country and how that distinguishes us from every other place. We want travellers to be able to see themselves in the narrative, to understand that they could be the heroes of the story. CELEBRATE OUR FAVOURITE EXPLORERS Our three target Explorer Types have a lot in common (see page 12). This allows us to talk to them about the things they care about, all in a voice that appeals specifi cally to them. Ask yourself these questions when writing for prospective travellers: Does it offer a connection to the place? Does it sound personal? Natural? Intimate? Does the experience you re describing feel unique and authentic? Does the experience sound exciting? Exotic? Will it create a movie in their heads? 27

28 Writing Writing checklist Keep the following tips and hints in mind when creating a consistent voice for the Keep Exploring campaign. BE TRUE TO OUR PERSONALITY Our brand is informal, witty and authentic so write in an informal, witty and authentic way. Keep it personal and conversational, just like travellers speaking to travellers. REMEMBER WHAT MAKES US UNIQUE Our unique selling propositions (see page 09) are our strengths. Think about the things we do differently than anywhere else and highlight them when talking to people about Canada. KEEP IT SIMPLE Make sure titles and subheads clearly state what you re describing. This is critical if what you re writing is going to be translated. We re aiming for an informal style but avoid obscure colloquial expressions and cultural references. SAY IT WITH FEELING As we stated before, choose colourful nouns and active verbs that offer real emotion. And don t be afraid to make generous use of personal pronouns like you and we. 28

29 Logos Logos overview The Keep Exploring campaign makes use of three distinct logos. These appear in different combinations depending on our audience and the type of communication. MARKETING LOGO We use our marketing logo in select consumer-facing, partnered communications, as well as in our offi ce signage and merchandise. (We also use the marketing logo for corporate applications.) CANADA WORDMARK This wordmark is part of the Government of Canada s Federal Identity Program (FIP), which allows for clear and consistent identifi cation of government institutions. KEEP EXPLORING WORDMARK We use the Keep Exploring wordmark on all consumer-facing communications, along with the associate colour palette and visual cues. 29

30 Logos Identity evolved Because experiences and exploration are key motivators for travellers, a new wordmark was developed for the Keep Exploring campaign to simultaneously function as a wordmark and a call to action to keep exploring Canada. A Canadian maple leaf replaces the word Canada to underline the Keep Exploring message and focus the consumer on the experiential side of a trip to Canada. Website new screenshot to come The new wordmark is currently used as an element of the platform, but does not replace the CTC marketing logo as the primary representation of the brand on all marketing materials. Lorem Ipsum Dolor Sit Amet Provincial Logo Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a sunt Alberta Advertorial print ad Vertical banner Poster 30

31 Logos Choosing the right logos The following tables show 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 Signature. 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. MARKETING APPLICATIONS Website Print advertising Broadcast advertising Online applications POS APPLICATIONS Posters Tent cards Banners Cube standee PARTNER APPLICATIONS Hybrid print Tactical print Advertorial print Tactical online TRADESHOWS AND EVENTS Posters Venue exterior Venue interior Stage Tradeshow booths Standees 31

32 Logos Marketing logo LANGUAGE VARIATIONS Two versions of our marketing logo are available for use in different markets. These are the only approved variations logos using other languages must not be created. Bilingual (English and French) Canada must use a bilingual logo. For all other countries the use of a bilingual or unilingual logo is elective. English In all other countries, use of the English only logo is elective. 32

33 Logos Marketing logo COLOUR COLOUR VARIATIONS Four distinct colour variations of our logo are available allowing for fl exibility with different types of backgrounds and media. Each variation is available in the two language variations on the previous page, and you ll have a choice of CMYK, RGB and spot colour fi les wherever appropriate. No other colour variations can be used. Full-colour (spot) Use in spot colour applications against white or light backgrounds. (Also available in RGB versions.) Full-colour (CMYK) Use in four-colour process applications against white or light backgrounds. Full-colour (reverse) Use in colour applications against medium to dark backgrounds or image. (Available in spot colour, CMYK and RGB versions.) BLACK AND WHITE Black and white Use in black-and-white applications against white or light backgrounds. Reverse Use in black-and-white applications against medium to dark backgrounds or image. Reverse Use in black-and-white or colour applications against medium to dark backgrounds or image. 33

34 Logos Marketing logo 5cm (2") SIZE AND CLEAR SPACE We ve created a smaller version of the logo to guarantee that the trademark symbol is still legible when the logo is less than 5cm across. To determine the minimum clear space or exclusion zone for any size of logo, use the height and width of the C in Canada. Large logo Use this version when the logo will be 5cm (2 ) or wider. 2.5cm (1") Small logo Use this version when the logo will be between 2.5cm (1 ) and 5cm (2 ) in width. (Note that the logo should never be narrower than 2.5cm.) Exclusion zone The minimum clear space is the same height and width as the C in Canada. 34

35 Logos Canada wordmark COLOUR VARIATIONS For fl exibility 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 in marketing applications in colour or black and white, as well as corporate applications in black and white, against a white or light background. 35

36 Logos Canada wordmark 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. In cases where the Canada wordmark is used with the marketing logo, the Canada wordmark should be 50% smaller. 2 cm (0.79") 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. 36

37 Logos Keep Exploring wordmark Print Onscreen VARIATIONS Our primary campaign wordmark is available in two distinct versions, one for print applications and one for on-screen applications. The onscreen version applies to broadcast and online. 37

38 Logos Keep Exploring wordmark MOTION There is also a motion graphic of the wordmark that includes the campaign website address. The.CA suffi x should never be used in print. For broadcast the.ca extension appears on screen (no fade in) and is usually accompanied by an audio cue. For online broadcast ads the.ca extension animates on. For online static ads the.ca is present the entire time. 38

39 Logos Keep Exploring wordmark English LANGUAGE VARIATIONS Two versions of our Keep Exploring wordmark are available for use in different markets. These are the only approved variations wordmarks using other languages must not be created. French 39

40 Logos Keep Exploring wordmark COLOUR VARIATIONS We call the colour used in our wordmark Keep Exploring red. Note that it s not the same as the Explorer red used in our existing marketing logo, corporate wordmark, or Canada signature. Print spot colour Pantone 1797 Use this Pantone colour as the basis for colour matching through all print applications. Print process colour C0 M100 Y99 K4 Use this CMYK process colour only when spot colour isn t an option. Onscreen RGB R224 G30 B43 This red has been custom optimized for on-screen applications. Please don t convert directly from the Pantone value used for print. Onscreen Hex #E01E2B This is an exact conversion of the RGB values. Print logo Reverse for on-screen only 40

41 Logos Keep Exploring wordmark 22 mm (0.87") SIZE AND CLEAR SPACE In most cases, we prefer to give our wordmark plenty of room to breathe, with a minimum clear space (or exclusion zone) based on the size of the leaf symbol. To make sure that our wordmark is easily legible, avoid making the mark any smaller than the widths shown here. Keep in mind that these are minimums; it s usually better to go larger if your design allows. Minimum width To keep the elements legible, the width should always be 22 mm (0.87") or more. Exclusion zone The clear space is the same width as the maple leaf. TV, Online The height of the text in the Keep Exploring Wordmark should be the same height as the distance from the baseline of the keep exploring text to the top of the C (in Canada) in the Marketing logo. POS The height of the box around the Keep Exploring Wordmark should be the same height as the distance from the baseline of the keep exploring text to the top of the C (in Canada) in the Marketing logo. 41

42 Logos Logos: things to avoid Relative positioning Logo elements Text and typeface We want our logos to look their best and be consistent whenever they re used. Here are a few things to avoid. Do not reposition any of the elements within the logo. Do not use pieces of the logo on their own. come to Canada! Do not replace any of the text or typefaces. Skew Logo colour Hue and tone Do not skew the logos scale them proportionally. 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. Busy areas of texture White or coloured boxes Do not use the logo over busy backgrounds. Do not isolate the logo in a white or coloured box. 42

43 Logos Print ad Partner offer print ad Hybrid print ad Logos in action Here are a few sample marketing materials showing slightly different uses of the logos. Marketing logo Marketing logo Marketing logo Canada wordmark Partner logo Partner logo 43

44 Website address Website address Our URL serves as our primary call to action in marketing communications. Its appearance and placement vary, depending on the media. Brand print, Hybrid print The URL is placed in the bottom right of the scrub bar, reversed out (in white), using Helvetica Neue LT Pro 45 Light. The CTC s website should be the primary call to action. A vanity extension may be used in either case to deep link to a destination, journey, experience or travel offer. Tactical print The URL is placed at the bottom on the info box, in black, using Helvetica Neue LT Pro 65 Medium. The call to action may be a deep link to the offer on the CTC website or partner website. It should not lead to a generic page on the partner website and should not lead to a page with competitor destinations. Broadcast, Online We center the URL on screen, using the Keep Exploring wordmark online version with the.ca suffi x. 44

45 Maps Maps Should you need to use a map of Canada for your consumer-facing communications we have one available for download that can be used in print and online applications. It has multiple layers and is fully editable. Contact CTC Creative Services for examples. Iceland Arctic Ocean Greenland Alaska Yukon Whitehorse Northwest Territories Nunavut Iqaluit Yellowknife Pacific Ocean British Columbia Alberta Saskatchewan Manitoba Hudson Bay Newfoundland and Labrador St. John s Vancouver Victoria Edmonton Calgary Saskatoon Regina Winnipeg Ontario Québec Prince Edward Island Charlottetown New Brunswick Fredericton Halifax Québec City Nova Scotia Atlantic Ocean Montréal Ottawa United States of America Toronto 45

46 Colour Colour overview For the Keep Exploring campaign we chose to employ a simple yet bold colour palette. Colour contributes to the tone and mood of a layout, whether it s applied to graphics and type, or paired with photography. 46

47 Colour Colour evolved CURRENT COLOUR PALETTE We ve created a simpler, cleaner look, and reduced the colour palette to red, black, white and grey in most cases. (ECLAL is an exception). We ve removed the multi-coloured palette and wavy-edged graphic bars from all consumer-facing communications. A reduced colour palette of black, white and red gives everything a more documentary and 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 online applications, for subheads and less important text. Black White Pantone 1797 C0 M100 Y99 K4 R224 G30 B43 #E01E2B Open Grey K40 K80 47

48 Typography Typography overview Our typography helps to set the contemporary and clear tone of our communications. From the layout of the headlines to the format of URLs, every detail plays an important role in establishing our voice. The standards that follow have been designed to provide consistency while still allowing for plenty of flexibility. 48

49 Typography Primary typeface Our main typeface is Helvetica Neue (licensed from Linotype). Specifi c 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 Used for headlines, body copy, and legal copy in print ads. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 55 Roman Used for photography information in headline box on Hybrid and Brand print ads. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 75 Bold Used for Hybrid and Tactical print ad deal headline copy, Advertorial article headlines and subheads. Helvetica Neue 36 Thin Italic, 46 Light Italic and 66 Medium Italic Used in special cases for the titles of books, fi lms, etc., as well as to highlight certain passages in body copy. 49

50 Typography Secondary typefaces Arial and Georgia are our secondary typefaces. Arial is only used when our primary typeface is unavailable, which includes certain instances on the web, in PowerPoint presentations, and in documents created in Microsoft Word or Excel like letters and memos. Georgia Italic is only used for very specifi c applications. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular Used for instances when the primary typeface is unavailable. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold Used for instances when the primary typeface is unavailable. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia Italic Used for indicating the number of days in a trip in Hybrid and Brand ads, as well as Twitter comments in Advertorial articles. Arial italic and bold italic Used in special cases for the titles of books, fi lms, etc., as well as to highlight certain passages in body copy. 50

51 Putting it all together Putting it all together Before you finalize a communication, use these simple questions to help make sure that the tools that you ve chosen add up to a whole that is appealing, effective and consistent with our brand. Photography Do the photographs that I ve used show a unique Canadian experience? Have I used the Photography Tier system correctly? Logos Did I choose the right logos, and use them in the proper positions and scale? Writing Style Does the copy sound authentic, informal and witty? Typography Have I followed the typography guidelines correctly? Colour Have I selected and assigned the colours correctly? URL Have I included the URL and followed the guidelines correctly? Content Have I used the correct content? For example, the sample ad above is a hybrid ad, which requires an offer box. Graphics Have I used the trip Scrub Bar to give the main image context? 51

52 10:07am Nahanni River, NWT Our brand in action 52

53 Marketing applications Marketing applications overview If you re working on a consumer-facing communication piece then it qualifies as a marketing application of our brand, and it s part of the Keep Exploring campaign. Within this section are examples of marketing applications, such as posters, advertising, websites, publications and brochures. Exhibitions, tradeshow and events are also considered marketing applications, but are covered separately on page 70. Please note that these examples should not be edited in any way apart from swapping out imagery and copy. Each example can be scaled to fit certain specifications by following the appropriate size ratios as noted in these guidelines. 53

54 This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. From per person This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. From per person Provincial Logo Provincial Logo This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. *This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped esciumg. ** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped escium. *** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped escium. From per person Provincial Logo Marketing applications Keep Exploring in action Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a sunt Between the Rockies and the Coast 949 * Alberta Some sort of header for each partner We created the Keep Exploring Platform to represent the brand in all of the CTC s consumer-facing markets. In this section we show how the Keep Exploring campaign comes to life across a variety of different media. You ll see how inspiring experiences are woven together with trips, offers and partner content all with a unifi ed and consistent brand message. Northwest Territories Some sort of header for each partner Between the Rockies and the Coast 949 * Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a British Columbia Some sort of header for each partner Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a sunt erae veliciet et haruptas. Between the Rockies and the Coast 949 * Advertorial print ad Print ad Australia Online ad Germany Tactical print ad UK 54

55 Marketing applications A new website The Keep Exploring site is the answer to the challenge show the world what a real trip through Canada might feel like. Taking a nontraditional approach, we rethought how the site assets would be acquired in order to truly capture real travel moments. Through the use of photos, geotagging and trip details in a blog-like format, we documented groups of friends on trips throughout Canada. Users see all of the content documented on the site s homepage, which boasts an infi nite scroll. Click on an image, and dive into a specifi c trip s photos, map, or notes. Once inside a trip, users can easily link out to other Canadian sites to help organize and book a trip like the one they just sampled. Eventually we will merge several CTC sites into one property that will easily allow consumers to get to the depth of information they are looking for based on where they are in the path-to-purchase. 55

56 Marketing applications Print advertising Every print piece created for the Keep Exploring campaign serves a different purpose. The objective of Brand print is to stimulate awareness and interest in Canada. Brand print forms the basis of all other print advertising, and uses Tier 1, full-bleed imagery to emphasize the featured experience. A scrub bar or footer on the advertisement creates context for the hero image and begins the narrative that a trip to Canada is more than a single experience. Half page ad Full page ad 56

57 Marketing applications Broadcast advertising Our broadcast spots were designed to achieve the highest level of brand awareness. All of our content is sourced from travellers videos online. For the Keep Exploring campaign, the usergenerated content (UGC) concept remains intact with a revised end slate to drive consumers to the new Keep Exploring website. In broadcast or video applications, branding must be included on an end slate at the conclusion of the spot. The end slate must start with the Keep Exploring wordmark and transition into the Keep Exploring wordmark with the URL tag KeepExploring.[country specifi c extension]. The CTC Marketing logo and the FIP Canada logo must be displayed on the bottom right and left corners, respectively. Broadcast ads end frames Key screens from broadcast ads 57

58 Marketing applications Online applications Brand online advertisements engage with the consumer in real time, matching a Canadian travel experience to the current time in an international location. For example, several advertisements featured images according to day and night scenarios, all of which provide the consumer with a more complete understanding of what a Canadian travel experience can be. 58

59 POS applications POS applications Our point-of-sale (POS) materials have been specifically designed for retail flexibility and impact. Consistent with the Keep Exploring Platform, experiences are the key component of our POS pieces and are highlighted with full-bleed imagery and complemented by the modern look and feel of the campaign. Talk to your printer about what paperweights are available to produce the POS materials you require. For example, for ordinary wall posters a lighter paper can be used. For window posters you ll need a slightly thicker paper stock that can be printed on two sides. And for standees use a thick cardstock that can stand up to heavy traffic. Contact your printer for more information on the best solution for your particular needs. 59

60 POS applications Posters The posters have been designed to provide fl exibility for retailers who need to adapt materials to individual stores while enabling them to choose what part of Canada is being advertised. For stores with more space, posters with individual Tier 2 images can be used. For stores with tight space limitations we designed posters showcasing a collection of experiences. Overall, on the posters the logos are larger, for maximum visibility. Horizontal posters (36" x 24") 60

61 POS applications Tent cards Tent cards offer retailers the ability to showcase one seasonal image and a collection of related experiences. New offers and special deals can also be updated using the Automat. Tent card (10" x 22" fl at; folds to 10" x 7" x 4") 61

62 POS applications Banners Depending on the store space, some retailers may be able to display vertical or horizontal banners. These banners have been designed to offer a variety of content options for maximum fl exibility. Retailers can choose from seasonal images or a collection of experiences, with or without an offer. Horizontal banner (30" x 8") Vertical banner A (22" x 58") Vertical banner B (30" x 47") 62

63 POS applications Cube standee This freestanding display allows retailers to showcase specifi c trips and offers. It can be customized for different seasons and regions of Canada. The design of the display also gives potential travellers more information about specifi c trips, with the inclusion of maps and trip details. Cube standee (98" x 15" fl at; folds to 24" x 15") 63

64 Partner applications Partner applications The CTC partners with many Canadian-based tourism businesses as well as travel retailers. Partner applications of the Keep Exploring campaign essentially mean that qualified partners can place offers within our branded communications. The CTC and travel partners share resources, while presenting a consistent look and voice for Canadian tourism. 64

65 Partner applications Hybrid print Hybrid print is used to create brand awareness and conversion within the same advertisement. The same elements used in Brand print are used in Hybrid print with the inclusion of a price point added to the scrub bar to encourage travellers to book the experience featured in the advertisement. Half page ad Full page ad Partner guidelines Logo usage: CTC marketing logo and tour operator logo Image usage: Tier 2 for the hero, Tier 2 or 3 for the scrub bar Template sizes available: full page, half page 65

66 Partner applications Tactical print Tactical print is focused on conversion, or getting consumers to book the package featured in the advertisement s imagery. To do this, a price point is added to the layout with a designated space for one partner logo and offer details. Half page ads Full page ad Partner guidelines Logo usage: CTC marketing logo and industry partner logo Image usage: partner imagery, Tier 2, and/or Tier 3 Template sizes available: full page, half page, one-third pages (square, vertical, horizontal) 66

67 This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. From From per person per person Provincial Logo Provincial Logo This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. *This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped esciumg. ** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped escium. *** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped escium. From per person From Provincial Logo *This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro offi ciaro bernat quae pedi nobisto conecti reped esciumg. ** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro offi ciaro bernat quae pedi nobisto conecti reped escium. *** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro offi ciaro bernat quae pedi nobisto conecti reped escium. From per person per person Provincial Logo Provincial Logo From per person From per person Partner applications Advertorial print Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a sunt Alberta Some sort of header for each partner Northwest Territories Some sort of header for each partner Between the Rockies and the Coast This has to be THE most popular route in Canada, the best of the Rockies Quis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamus. 949 * Advertorial print is an alternative Tactical print template that features multiple experiences and/or partners in one advertisement to show the breadth of activities available on a trip to Canada. Although the look and feel remains consistent with the Keep Exploring campaign, information is divided into smaller sections for readability with the option to expand certain experiences in more detail. Between the Rockies and the Coast 949 * Northwest Territories Some sort of header for each partner British Columbia Some sort of header for each partner Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a sunt erae veliciet et haruptas. Between the Rockies and the Coast 949 * Lorem Ipsum Dolor Sit Amet Provincial Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri Logo consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui. British Columbia Between the Rockies and the Coast This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamus. Some sort of header for each partner Between the Rockies and the Coast This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. 949 * Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliquos audis volupta simusda ntecta a Lorem Ipsum Provincial Sit Amet Logo Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus aruptas. cor atem. Itatini hitatio. Experro 949 * Full page ad - one key partner *This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped esciumg. ** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped escium. *** This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magnamusicatur? Quiandae cor acercim nos dolorporro officiaro bernat quae pedi nobisto conecti reped escium. Full page ad - multiple partners Prince Edward Island Some sort of header for each partner Between the Rockies and the Coast This has to be THE most popular route in Canada, the best of the Rockie sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. Et ulpa volut la nulparum eos magn. 949 * Lorem Ipsum Dolor Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui Between the Rockies and the Coast This has to be THE most popular route in Canada, the best of the RockiesQuis sinctur? In re labo. Ut quasinv elitae ommoluptat omnitatem. 949 * Lorem Ipsum Sit Amet Con pro mi, ut voloritis dendel et fugit, volecto eostruptas nimuscid ullaut et es resciis molupta volorpor ad exeri consed ea doluptu riberoorro quaepudi consendusae cor atem. Itatini hitatio. Experro corum rae es quiderit occupicillit hilibusa aut quaspelictur sit. Videnimin et, natiasi deria volor asiti accus qui bernam aliqu sunt erae aruptas. Alberta Some sort of header for each partner Half page ad Partner guidelines Logo usage: Keep Exploring wordmark, CTC marketing logo, and industry partner logo(s) Image usage: partner imagery, Tier 2, and/or Tier 3 Template sizes available: full page, half page 67