Brand Toolkits

Experiences

A toolkit for partners of the Canadian Tourism Commission

Looking to catch the attention of today’s traveller?  Want to turn your product into an experience your guests can’t stop talking about?

Then get Canada’s tourism brand working for you.

Introducing Experiences: a toolkit for partners of the Canadian Tourism Commission. Download your copy today and start getting access to the advice and assets that will improve your customer experience and marketing success.

Available only to Canada’s tourism industry, this custom toolkit was designed to help tourism businesses understand what it takes to turn a product into a world-class experience that sells.  Based on in-depth research and the latest trends, it’s full of useful advice from finding your best customers to positioning your product in the marketplace.  There are even tips from some of Canada’s leading companies on what it takes to build an extra-ordinary tourism experience.

Align your business with Canada’s tourism brand and enhance your product’s international appeal.  Get your guide today and take advantage right now of the nation-wide effort to market Canada as a premier four-season tourism destination.

Visual Identity Toolkit

Our brand essence
Why are we doing this? What’s it all about? Here, we outline our vision, mission and values. Contagious, isn’t it?

Overview – About our brand
What’s Brand Canada, anyway? Find out here. We spell out the essence of the Brand, the Brand personality, look, voice, values and mission. We explain how we will communicate this through our fresh and flirty new branded materials. And how you can, too.

Marketing logo
Here we tell how and where to use which of our vibrant new Brand Canada logos. We delve into colour combos, positioning (horizontal versus vertical?), pairing with other logos, business cards and language. We talk urls and backgrounds, and decode which logo to use. You’ll find all the nitty gritty detail you need to use our trademarked logo and Wordmark.

Colour
Who said Canada was boring? Our vibrant new colours are a big wake up call! Get your fresh colour palettes and how-to here.

Typography
So many fonts, so little time… typography makes a bold first impression. And these are ours. We show samples with colours and various combinations so you’ll know which to use and where.

Pattern bar graphics
These are our key story-telling tools. These make us stand out and emphasize our unique features. Where did we find inspiration for the brand? Easy, in Canada’s stunning natural environment and impressions from genuine travel diaries. We reveal our original journal graphics and stylized pattern graphics, and show how to use these with optimum zing. We get into hues, layering, scale and borders.

Photography
Capture the moment and sell it–not the product. (Of course we’re selling the product, but that stays quietly in the background. The hook is the point.) And after 60 years of marketing Canada with landscapes, we’re turning the lens to our colourful people. We explain how Brand Canada photography looks and why it works. Find out how you can use the CTC’s images to enhance your marketing messages and shoot your own on-Brand pictures. We discuss composition, lighting, colours, exposure and subject matter.

Tone of voice
Tone and style, diction and rhythm communicate our brand through language. We paint a picture with words. We set the mood. And writing can make just as powerful a statement as a photograph. Think of this as Brand Writing 101. We give explicit instructions on how to write in brand tone, plus provide an essential check-list to make sure you’ve hit the mark.

Partner advertising and promotions
A brand is only strong if everyone uses it consistently. Here’s how with layouts, logos and bar graphics.

Wholesaler advertising and promotions
In this section, we outline how to incorporate the brand look and feel into your advertising and promotional material. It’s fun! You’ll see.

Contacts