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Original
| brand| book
|
Niagara Original
| brand
guidelines
17
Niagara Original.
This is our regional
brand, the positioning
and design platform
upon which we will
author our unique story
to tell to the world.
If we collectively adopt it and creatively bring it to life, we will capture
the interest and imagination of the travelling public, investors, residents
and the media. In this way, we will all benefit from the financial and
social benefits of growth generated from tourism and broader
economic development.
why
brand?
Niagara is
already a
global brand
that enjoys
great recognition
due to being
the home of
a global icon.
That is a fact.
20
7
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Niagara Original | brand guidelines | 17
stakeholder interviews
workshops
traveller interviews
We knew from our research what various target audiences were looking
for, both in a travel destination and as a place to invest and do business.
What we needed was an authentic and compelling positioning, one that
we could all agree on and be supportive of.
The Niagara Original positioning was developed through a series of
workshops over the course of the last year and was shaped through
a number of stakeholder interviews conducted throughout the entire
region, traveller surveys and interviews conducted with business and
opinion leaders in the GTA.
How do we connect
to people with a
promise of what their
Niagara Original
experience will mean?
inventive
accessible
vivid
abundant
Niagara, Canada.
Behind the iconic name discover a
place that is original in every sense.
From its uniquely accessible location
that is packed with an extraordinary
array of natural and man-made
wonders within its world-renowned
peninsula geography, its abundance
comes in every flavour the adrenalin
rush of top casinos, great theatre and
star-studded entertainment; the rich
glow of an award-winning vintage
or culinary experience; the dramatic
sweep of its rivers, prosperous
agriculture, lakes and escarpment.
Vivid and visceral, this is a place of one-of-a-kind discoveries and
attractions that have drawn visitors and maverick entrepreneurs from
around the globe for centuries and its storied heritage of visionaries,
risk-takers and innovators still inspires the regions independent,
inventive character today where researchers in health and technology,
new media and education, work side by side with farmers, teachers,
manufacturers and entrepreneurs.
We learned that
Niagaras brand
promise must be
very simple,
a message that all stakeholders can
communicate clearly and effectively
to the consumer, in ways that
nobody else is doing.
Only in this way will we be able to
grab their attention, surprise them with
everything that is Niagara and compel
them to find out more about us.
Ultimately, Niagara Original is an idea
about who we are and a promise to
the consumer of what is possible here.
Niagara Original is
first and foremost a symbol for an important, authentic place
a unique way of thinking, living and doing business
a quality product or service designation, a badge of honor,
a unifying force
a
flexible creative platform designed to spur an integrated,
impactful communications style for the region
brand promise
Niagara Original
is about
reward
For travellers Niagara offers a vast array of original experiences
ideal for the touring marketthere is an abundance of things to see
and do. For BusinessNiagara is a region comprised of inventive,
smart, cutting-edge entrepreneurssupportive of emerging and
original commercial opportunities. For Residents a high quality of
life, an original shared heritage and authenticity plus new growth
generated from tourism and economic development.
values
Authenticity from our iconic heritage and colourful history to
Niagaras abundance and natural beauty. Grow Sustainably
protect the long-term viability of our communities, culture,
economy and environment. Act Boldly connected, global minded
and recognized for our creativity, innovation and entrepreneurship
brand attributes
inventive
abundant
vivid
accessible
original=
abundant
authentic
beginnings
history
inventive
one-of-a-kind
rare
surprising
unexpected
unique
We believe that
Niagara Original
fulfills the criteria
for a strong brand
positioning because
Bringing
Niagara Original
to life. continued
PRODUCT PACKAGING
PROMOTIONAL ITEM
Bringing
Niagara Original
to life.
TRADE SHOW BOOTH
CO-BRAND WEBSITE
Bringing
Niagara Original
to life.
Golf
Niagara
Wineries
Niagara
Destination
Niagara
Niagara Original
Original || brand
brand guidelines
guidelines || 17
17
Niagara
We all have unique and valuable messages to contribute about Niagara Region. To help the Regions brand story be communicated consistently and effectively,
weve created these brand guidelines for use by anyone who would like to identify their event, organization, business or local area with the Niagara Region brand.
This document outlines the basic guidelines and principles that must be understood and adhered to. Be a Niagara Original.
Contents
01
02
03
04
05
06
07
08
09
10
components
signature options
clear space and minimum size
signature colours
signature photography
colour palette
additional icons
fonts
improper logo usage
imagery
If you have any questions regarding this program or require master digital artwork,
email info@niagaraoriginal.com or call 905.685.1308.
01 components
At the heart of the Niagara Region brand is the specially-created Niagara Original signature. The Niagara Original signature is comprised of two core elements:
the logo and the wordmark. Vertical and horizontal versions of the signature have been created in Pantone colour, four colour process, black and white reversed out.
In all applications of this signature, these elements must appear together.
The Icon
Wordmark
02 signature options
Vertical Signature
Horizontal Signature
Minimum Size
Minimum size refers to the smallest size at which
the Niagara Original signature may be reproduced
to ensure its clarity and legibility.
The vertical signature must never be less than
15mm or 57 pixels tall and the horizontal signature
must never be less than 7mm or 26.5 pixels tall.
15mm
57 pixels
7mm
26.5 pixels
Clear space
A minimum clear space requirement has been
established to ensure the integrity, prominence and
clarity of the Niagara Original signature. Clear space
is the protected zone surrounding the signature which
must be kept free of any extraneous elements such
as text, symbols, or graphics.
Niagara
NiagaraOriginal
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Vertical Signature
Horizontal Signature
04 signature colours
Black
K100
Reverse to White
05 signature photography
Niagara
Niagara Original
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Sample Photography
Sample Illustration
Sample Texture
06 colour palette
Niagara
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Primary Colour
Secondary Colours
Niagara
Original Red
Niagara
Original
Metallic
Silver
Niagara
Original
Metallic
Gold
Niagara
Original
Orange
Niagara
Original
Purple
Niagara
Original
Green
Niagara
Original
Pink
Niagara
Original
Brown
Niagara
Original
Light Blue
Niagara
Original
Yellow
Niagara
Original
Dark Blue
PMS 185
C0 M91 Y76 K0
R239 G62 B66
WEB EF3E42
PMS 877
PMS 872
PMS 1655
C0 M63 Y91 K0
R244 G125 B48
WEB F47D30
PMS 2623
C59 M100 Y0 K32
R97 G17 B106
WEB 61116A
PMS 361
C69 M0 Y100 K0
R84 G185 B72
WEB 54B948
PMS 213
C0 M95 Y27 K0
R238 G44 B116
WEB EE2C74
PMS 462
C50 M58
Y100 K45
R90 G71 B28
WEB 5A471C
PMS 312
C96 M0 Y11 K0
R0 G175 B219
WEB 00AFDB
PMS 7406
C0 M18 Y100 K0
R255 G207 B1
WEB FFCF01
PMS 540
C100 M55 Y0 K55
R0 G55 B104
WEB 003768
07 sectoral signatures
Niagara
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Academics
Agribusiness
Attractions,
Amusements
BIOSCIENCE
Conservation Areas,
Outdoors
Culinary
Cycling
gaming
Golf
07 sectoral signatures
Niagara
Niagara Original
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17
GREEN
HISTORY
HORTICULTURE/
GREENHOUSES
HOTELS, INNS,
UNIq UE ACCOMMODATIONS
NIAGARA PRODUCE
RESEARCH
WINE
08 fonts
Niagara
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Primary Font
Gotham Light
Gotham Book
Gotham Bold
Gotham Black
Complementary
Font
Clarendon Bold
Clarendon Roman
Clarendon Light
10 imagery
Niagara
NiagaraOriginal
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inventive
abundant
warm
unique
inspiring
authentic
accessible
vivid
Niagara Original
Niagara Economic Development Corporation
3550 Schmon Parkway
2nd Floor
Thorold, ON
(905) 685-1308
www.niagaraoriginal.com