(Originally published in TOURISM)
The true test of a brand's power is whether people can embrace the idea of the brand without ever actually "seeing" it. And we're thrilled that over the past 18 months, while we at the Canadian Tourism Commission (CTC) have worked to refine the visual identity of the brand, our partners in the industry have been enthusiastically supportive of the Brand Canada. Keep Exploring and all that it means has struck a real chord with the travel industry and consumers alike. Your involvement and input to the brand process has been invaluable ¬ and your patience in understanding that we are determined to get this right rather than rush to market with an inferior product, is greatly appreciated.
Over the past two months, the CTC has been on the road meeting with hundreds of our partners. Along with a review of our 2007 marketing plans, we have been pleased to share with the industry a sneak peak at the new look and feel of Brand Canada, and we are again very encouraged by the industry's response.
The most important departure from previous campaigns is a shift from focusing on the physical attributes of Canada to presenting a much more emotive idea of the consumer's travel experience in Canada. Gone are the sweeping "national geographic" shots of Canada's great outdoors in favour of more intimate portrayals of people enjoying the experience of a Canadian vacation. Canada's natural assets and its vibrant urban centres still figure prominently in the new visual approach, but the focus is now on the interaction between the visitor, the geography and the culture that combine to create great travel experiences.
In essence, the visual identity focuses on the real reason people choose to visit Canada: the diversity and quality of our product, combined with our welcoming and inclusive culture, gives travellers the opportunity to create extra‑ordinary stories all their own. This intimate portrayal of the Canadian travel experience creates a much more compelling picture of Canada and offers the opportunity to present the full spectrum of Canadian travel product.
Our visual identity also creates a consistent platform on which we present this picture. Here again, the focus is on the interaction between the traveller and the Canadian environment. A vibrant and contemporary colour palette has been created, drawing its inspiration from our spectacular natural environment, and the emotive personality of the different colours is reflective of the diversity of experiences found all across Canada (figure 1).
The visual identity plays off the world's image of Canada as a place of unspoiled natural wonders with a series of abstract hand drawn patterns of waves, leaves, pebbles and pine needles (figure 2); their quality is representative of the traveller's own organic experience. Another key component of the visual identity is the use of journal graphics – a series of cross‑Canada adventures recorded as real journal entries with individual handwriting and sketches, adding a highly personal dimension to our communications.
And finally, we have refined the brand Canada logo to reflect a more simple and welcoming image of the maple leaf. Along with the new image, we have incorporated the words Keep Exploring, introducing an informal font that is more in keeping with our friendly character (figure 3).
In combination, the result is an image of Canada that is modern, intimate and engaging. Importantly, the visual identity offers both a consistent "face" of Brand Canada and a world of flexibility to capture the diversity of our country as a travel destination. The new look and feel will help to leverage our various touch‑points with consumers and the trade across all markets. From trade show booths to special events and advertising, the visual identity will create an "ownable" and recognizable image for Brand Canada.
We have already received numerous inquiries from partners who want to put some or all of the visual identity elements to work in their programs. Standard guidelines and all the tools you need to work with the elements will be made available shortly on our extranet; ultimately, it is up to individual partners to decide how and if they want to incorporate some or all of the visual identity elements. While Brand Canada provides a valuable framework through which to amplify our collective voices, it is vital that all partners continue to focus on the unique aspects that define their individual brands.
We welcome your thoughts and comments on the new visual identity, but most importantly we would love to hear ideas regarding the experiences you would like to see communicated in our campaigns as this will truly help us differentiate Canada from the competition. Your voice is vital in bringing to life the human experience of Canada and helping us to convey the magical stories of Canadian travel that rarely make their way into guidebooks.
The new brand will be launched on January 15, 2007.
The true test of a brand's power is whether people can embrace the idea of the brand without ever actually "seeing" it. And we're thrilled that over the past 18 months, while we at the Canadian Tourism Commission (CTC) have worked to refine the visual identity of the brand, our partners in the industry have been enthusiastically supportive of the Brand Canada. Keep Exploring and all that it means has struck a real chord with the travel industry and consumers alike. Your involvement and input to the brand process has been invaluable ¬ and your patience in understanding that we are determined to get this right rather than rush to market with an inferior product, is greatly appreciated.
Over the past two months, the CTC has been on the road meeting with hundreds of our partners. Along with a review of our 2007 marketing plans, we have been pleased to share with the industry a sneak peak at the new look and feel of Brand Canada, and we are again very encouraged by the industry's response.
The most important departure from previous campaigns is a shift from focusing on the physical attributes of Canada to presenting a much more emotive idea of the consumer's travel experience in Canada. Gone are the sweeping "national geographic" shots of Canada's great outdoors in favour of more intimate portrayals of people enjoying the experience of a Canadian vacation. Canada's natural assets and its vibrant urban centres still figure prominently in the new visual approach, but the focus is now on the interaction between the visitor, the geography and the culture that combine to create great travel experiences.
In essence, the visual identity focuses on the real reason people choose to visit Canada: the diversity and quality of our product, combined with our welcoming and inclusive culture, gives travellers the opportunity to create extra‑ordinary stories all their own. This intimate portrayal of the Canadian travel experience creates a much more compelling picture of Canada and offers the opportunity to present the full spectrum of Canadian travel product.
Our visual identity also creates a consistent platform on which we present this picture. Here again, the focus is on the interaction between the traveller and the Canadian environment. A vibrant and contemporary colour palette has been created, drawing its inspiration from our spectacular natural environment, and the emotive personality of the different colours is reflective of the diversity of experiences found all across Canada (figure 1).
The visual identity plays off the world's image of Canada as a place of unspoiled natural wonders with a series of abstract hand drawn patterns of waves, leaves, pebbles and pine needles (figure 2); their quality is representative of the traveller's own organic experience. Another key component of the visual identity is the use of journal graphics – a series of cross‑Canada adventures recorded as real journal entries with individual handwriting and sketches, adding a highly personal dimension to our communications.
And finally, we have refined the brand Canada logo to reflect a more simple and welcoming image of the maple leaf. Along with the new image, we have incorporated the words Keep Exploring, introducing an informal font that is more in keeping with our friendly character (figure 3).
In combination, the result is an image of Canada that is modern, intimate and engaging. Importantly, the visual identity offers both a consistent "face" of Brand Canada and a world of flexibility to capture the diversity of our country as a travel destination. The new look and feel will help to leverage our various touch‑points with consumers and the trade across all markets. From trade show booths to special events and advertising, the visual identity will create an "ownable" and recognizable image for Brand Canada.
We have already received numerous inquiries from partners who want to put some or all of the visual identity elements to work in their programs. Standard guidelines and all the tools you need to work with the elements will be made available shortly on our extranet; ultimately, it is up to individual partners to decide how and if they want to incorporate some or all of the visual identity elements. While Brand Canada provides a valuable framework through which to amplify our collective voices, it is vital that all partners continue to focus on the unique aspects that define their individual brands.
We welcome your thoughts and comments on the new visual identity, but most importantly we would love to hear ideas regarding the experiences you would like to see communicated in our campaigns as this will truly help us differentiate Canada from the competition. Your voice is vital in bringing to life the human experience of Canada and helping us to convey the magical stories of Canadian travel that rarely make their way into guidebooks.
The new brand will be launched on January 15, 2007.
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