| Search for images of Canada at our Digital Asset Management site.

Constant evolution is the sign of a strong healthy brand. So the Canadian Tourism Commission (CTC)’s “Canada. Keep Exploring” would sail through a check-up with flying colours. With no resting on the laurels of being designated Marketingmagazine’s Marketer of the Year, CTC has relaunched our Brand Standards Guide to lead the way for Canada travel in 2010.

It’s not just a brand identity manual. With creative examples of the brand being put into action, here are some of the new key elements that help show off Canada and our brand at their best:

• Key insights on expression, emotion and exploration, such as: “Canada encourages me to indulge my curiosity and explore its geography, culture and people;”
• CTC’s five Unique Selling Propositions for travel in Canada: vibrant cities on the edge of nature; personal journeys by land, water and air; active adventure among awe-inspiring natural wonders; award-winning Canadian local cuisine; and connecting with Canadians;
• Tips on photography and writing style;
• Details on the informal, witty and authentic brand personality; and
• The finer points on the three primary targeted Explorer Quotient (EQ) type travellers: Cultural Explorer, Authentic Experiencer and Free Spirit.

There are also new sections for broadcast and online usage, as well as updated sections on photography, colours, graphics, logo usage and typography. And a handy checklist of memory-joggers at the end, such as “Am I showcasing unique and authentic experiences?” or “Am I simply re-skinning an idea rather than rethinking it?”

“Our team spent 12 months increasing the creative impact of the guide and the results reflect that effort and the core strength of the brand that we built on,” says Royce Chwin, CTC’s executive director of Brand Integration.

Download your copy of the Brand Standards Guide through CTC’s corporate website or the Brand Canada Library (Digital Asset Management site).