Destination The Brand
Canada Story
Destination Our Brand
Canada Story
WELCOME
TO
OUR
EVOLUTION.
Galvanizing our
love for Canada
Destination Canada has
come a long way. But our
journey is just getting
started. Whether you’ve
been with us from day one
or you’re new to the team,
we’re proud and thrilled
to unveil the next chapter
of our story. Within these
pages, you’ll find a brief
summary of our brand
architecture and new logo,
which are the foundation
of the upcoming brand
playbook. So join us. And
help us spread the love for
Canada we all hold within
our hearts.
CANADA
IS
MORE
THAN
A
PLACE ON
A
MAP.
IT’S
A
BEACON
TO THE
WORLD.
AN
INVITATION
NOT
JUST
TO EXPLORE,
BUT
TO
CONNECT.
IT’S
CALL
TO
DISCOVER
THE
WHAT’S
MARVELS OF
HERE.
AND
THE
POTENTIAL
THAT’S
WITHIN
EACH
ONE
OF
US.
CANADA IS
A
DESTINATION
FOR
THOSE
WITH
OPEN
MINDS
AND
INTREPID
SPIRITS.
FOR THE
BRAVE.
FOR THE
BOLD.
FOR
THE
CURIOUS.
THIS
IS
CANADA.
FOR
GLOWING
HEARTS.
Destination Brand 59
Canada architecture
THE
WORLD
NEEDS
MORE
CANADA.
Destination Brand 61
Canada architecture
THIS IS This is how
we connect
OUR everything
STORY. we do.
Destination Our 63
Canada belief
TRAVEL This belief
is our
SHOULD North Star.
CHANGE It guides
YOU. us in every
decision
we make.
Destination Our 65
Canada promise
CANADA This promise
is what
WILL LEAVE we wish
A LASTING for every
MARK traveller
to feel,
ON YOUR know and
HEART. experience.
Destination Our 67
Canada signature
CANADA. This
signature
FOR is how we
GLOWING share our
HEARTS. passion with
the world.
Destination Our 69
Canada logo
IGNITING This logo is a reflection
of Canada today, a
study in movement and
OUR evolution rooted in our
country’s bold colour
PASSION. and iconography.
Here, we take the
nation’s pulse and feel
its heartbeat. It’s an
embodiment of the
positive energy that
makes hearts glow.
Destination Our Official Reverse 71
Canada logo logo logo
The logo should always be red, except when it appears against a red or dark
background—in which case the white reverse logo should be used.
Destination Our Protection Minimum 73
Canada logo space size
10 mm
Avatar
110 px
Without the maple leaf (exceptional usage) Favicon
32 px
The protection space around the logo ensures symmetry. Note that the right For optimal readability, the minimum size of the logo is 10 mm or 28 pixels.
margin is narrower to make it easier to centre the logo in a page layout. The logo The avatar version should only be used as a profile pic (avatar) on social media.
without a leaf is only used for the avatar.
Destination Our Title Main 75
Canada typography font font
ABC Abc
ABCDEFGH abcdefghi
IJKLMNOPR jklmnoprs
STUVWXYZ tuvwxyz
123456789
Separat Black Suisse Int’l
Separat Black is a font that stands out due to its offbeat yet approachable style. Modern and reader-friendly, Suisse Int’l is available in a variety of languages
It is used in titles and epigraphs. and can therefore be used in all our markets. It was chosen as our primary font
because of its versatility.
Destination Primary Canada 77
Canada colour Red
Pantone C 0 R 245
Red 032 C M 100 G 0
Red 032 U Y 100 B 20
K 0
This colour is the same red used in the Canada Flag and the Canadian Federal
Identity Program.
Prairie Pantone C 0 R 250
Yellow 7404 C M 8 G 218
Destination Secondary 7404 U Y 86 B 70
Canada colour palette K 0
Great Lakes Pantone C 45 R 161
Blue 291 C M 4 G 205
Our colours are rooted
291 U Y 0 B 235
K 0
in the land we love
and share with our
Maple Pantone C 0 R 131
Red 7624 C M 97 G 41
7624 U Y 87 B 38
travellers, from Prairie
K 60
Yellow to Rocky Aurora
Purple
Pantone
7444 C
C
M
27
21
R
G
184
187
Mountain Black. It’s a 7444 U Y
K
0
0
B 218
contemporary, vibrant
and natural colour palette
Forest Pantone C 95 R 0
Green 7729 C M 0 G 88
7729 U Y 75 B 63
that creates flexibility
K 65
in our design work. Sunset
Pink
Pantone
196 C
C
M
0
23
R
G
239
202
196 U Y 6 B 208
K 0
Pacific Pantone C 50 R 143
Green 338 C M 0 G 201
338 U Y 31 B 181
K 0
Rocky Mountain Pantone C 0 R 0
Black Black C M 0 G 0
Black U Y 0 B 0
K 100
Destination Brand 81
Canada behaviour
THIS IS These behaviours
are a set of beliefs
and values that define
THE WAY what we do, making
sure that we are
WE ACT, consistent, authentic,
and unabashedly
MOVE AND Canadian.
BEHAVE IN
THE WORLD.
Destination Brand 83
Canada behaviour
Spark We help others
see life through
change a new lens.
from within. We want travellers
to leave feeling moved.
Destination Brand 85
Canada behaviour
Invite We make all travellers
feel welcome and
love. at home.
We celebrate our
passion in everything
we do.
We want the world to
love Canada as much
as we do.
Destination Brand 87
Canada behaviour
Unleash We are proud of our
work and its impact.
pride. We are unapologetic
about our love
for Canada.
We want to offer
travellers a journey
they’ll be excited
to share with others.
Destination Brand 89
Canada behaviour
Stay We are always
open to what’s
open. new and different.
We are optimistic.
We believe that
any detour can
lead to discovery
filled with joy and
childlike wonder.
Destination Brand 91
Canada behaviour
Be We are polite.
(We are Canadian,
helpful. after all.)
We care about
travellers.
We foster strong
relationships.
We invite
collaboration.
Destination Brand 93
Canada behaviour
Speak We are honest
and authentic.
from We aren’t afraid
the heart. to go off script.
We love great stories.
We know that
personal connections
spark glowing hearts.
Destination Au revoir 95
Canada Goodbye
CALLING As our storytellers,
you’re as much a part
of this journey as the
ALL like-hearted people we
welcome to Canada.
GLOWING That’s why we want
to hear from you.
HEARTS. Take a page from our
book, literally, and write
a personal story about
how Canada made your
heart glow.
Destination Au revoir 97
Canada Goodbye
SHARE Snap a picture and tag
#ForGlowingHearts.
You can also drop it off
YOUR at the Destination Canada
booth. Or even mail it to us.
STORY Canada is a beacon for
all travellers. And you are
the glowing hearts that
WITH US. will help it shine.
So go forth, reach out,
connect and build
memories that will last
a lifetime.
Destination
Canada
Questions?
Contact
brand-marque@destinationcanada.com
Download the logo and
an abridged playbook at
brandcanadalibrary.ca/logo
