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.
ctc brand standards guidelines
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 fi nd out what we already know about Canada.
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.
Our personality
Informal. Witty. Authentic.
Our brand’s personality is meant to be a direct refl ection 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.