03 2014 MARKETING TOOLKIT

2014 MARKETING TOOLKIT TOURISM YUKON
HOW TO LEVERAGE THE YUKON BRAND
FEBRUARY 2014
>> GRAPHIC ELEMENTS
>> GRAPHIC ELEMENTS
2014 MARKETING TOOLKIT Tourism Yukon
HOW TO LEVERAGE THE YUKON BRAND
The importance of conforming to our
use of graphic elements cannot be
understated. The use of consistent logo
display, type, colour and photography will
ensure you get the very most out of your
association with the Tourism Yukon Brand.
Integrate the following graphic guidelines
in your communications to get maximum
value out of the Tourism Yukon Brand.
>>
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3.0 LOGO | 2014
Use of Logo
ENGLISH
The sun symbol and the word Yukon make up the wordmark and are the primary
elements of the Yukon logo. The words Larger Than Life make up the tagline, which
is a secondary logo element. On occasion, the URL TravelYukon.com is added as an
additional secondary element.
The following are guidelines for the primary and secondary logo elements and must
be adhered to in all instances.
FRENCH
The relationship of the symbol to the wordmark (their relative proportions and
placement) must not be altered in any way. The relationship of the tagline to the logo
must also remain unaltered.
The wordmark and tagline fonts are Orator. This font may be used in some collateral
applications, but it must not be used to typeset the wordmark or the tagline. For this
purpose, the digital, outlined version should be used.
BILINGUAL
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3.0 LOGO | 2014
Colour Variations
For the Tourism Yukon Brand, the logo colour has been selected to portray the
warmth of Yukon and the brilliance of the midnight sun. The following guidelines
show the selected colour along with colour variations.
PMS-130/K VERSION
• When colour is being used, the sun symbol must be Pantone 130C/130U and the wordmark
PMS-130/KO VERSION
and tagline must be 100% Black. The symbol must never be represented as 100% Black.
• In cases where the logo is used on a white background, a keyline is added to the symbol in
order to ensure the mountains are identifiable.
• In cases where colour is not being used, the entire logo must be 100% Black or 100% White
K VERSION
knockout.
• It is acceptable to keep the sun symbol as Pantone 130C/130U and knockout the wordmark
and tagline as 100% White.
KO VERSION
• Printing on paper stock other than white should be avoided because of the potential for colour
distortion or lack of contrast.
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3.0 LOGO | 2014
Colour Palette
An important component in maintaining brand integrity is ensuring that colour usage
is consistent, not only with the colours used in the logo, but with the supporting
colour palette. Pantone colour inks should be used whenever possible to reproduce
the logo. If match colour reproduction is not available, a four-colour printing process
may be used as shown below. For web usage, use the RGB palette.
PMS 130
CMYK: Cyan - 0%; Magenta - 30%; Yellow - 100%; Black - 0%
RGB: Red - 241; Green - 171; Blue - 0
HEXADECIMAL: #F1AB00
100% Black
CMYK: Cyan - 0%; Magenta - 0%; Yellow - 0%; Black - 100%
RGB: Red - 0; Green - 0; Blue - 0
HEXADECIMAL: #221E1F
50% Black
CMYK: Cyan - 0%; Magenta- 0%; Yellow - 0%; Black - 50%
RGB: Red - 127; Green - 127; Blue - 127
HEXADECIMAL: #939598
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3.0 LOGO | 2014
Minimum Size
Given Yukon’s brand positioning of being Larger Than Life, it only makes sense
that the logo should not be reduced to a size that is too small. Besides hindering
the legibility, it works against the brand. Therefore, a minimum size for the logo has
been created and must be adhered to. The diagram shown here illustrates how to
determine a minimum size for the logo.
1.25 INCHES
Exclusion Zone
The logo must have sufficient clear space around it. Whenever possible the
logo should be represented on a white background with other graphic elements
positioned at a specified minimum distance away from the logo and tagline. This
is known as clear space. The minimum required clear space for Tourism Yukon
logo is one letter case, as shown. Where possible, clear space distances should be
increased.
CLEAR SPACE
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3.0 LOGO | 2014
Positioning
The logo must be positioned to ensure prominence and visual impact. Positioning
should also be determined by the visual hierarchy. Below, the logo both completes and
signs off the ad, so it has been placed bottom right, where one’s eye leaves the page.
WHAT WOULD
YOU DO ON THE
LONGEST NIGHT
OF YOUR LIFE?
“We make time to catch up with old friends.”
YUKONERS KNOW HOW TO EMBRACE 18 HOURS OF DARK.
And we’re only 2 ½ hours away—so why not come up, join us soon
and discover what you could do on the longest night of your life.
Tell us how, and win your very own longest night!
Like our page at Facebook.com/travelyukon
EXAMPLE OF
IDEAL LOGO
PLACEMENT
For full contest rules and entry details
visit Facebook.com/travelyukon.
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3.1 URL IN PRINT | 2014
URL In Print
The URL, TravelYukon.com, plays a vital role in our brand communications. The logo
on the right shows how the URL is applied to the Yukon logo. The URL can also be
used as a separate element. In the transit shelter ad below, it is big and bold—akin to
a call-to-action.
I AM THE LAND
THAT LISTENS,
I AM THE LAND
THAT BROODS;
STEEPED IN
ETERNAL BEAUTY,
CRYSTALLINE
WATERS AND
WOODS.
EXPLORE
Nature
sauvage
et faune
—ROBERT W. SERVICE
“THE LAW OF THE YUKON”
tourismeyukon.ca
travelyukon.com
EXAMPLE OF
IDEAL URL
PLACEMENT
Visitez le www.tourismeyukon.ca pour plus d’information sur le Yukon,
ou pour commander votre guide vacances gratuit.
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3.2 LOGO & URL ONLINE | 2014
Logo and URL in Online Application
A specific jpeg has been developed to ensure the readability of the logo
and tagline in digital applications.
MIN
50 PX
For digital applications, use only the master jpegs provided. Straight
conversion of the EPS logos to jpegs result in a colour discrepancy.
The most important aspect of the digital standards is the minimum logo
size. This minimum has been implemented to ensure readability.
MIN
39 PX
MIN 75 PX
MIN 75 PX
MIN
50 PX
MIN
39 PX
MIN 75 PX
MIN 75 PX
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3.3 LOGO & URL SPECIAL APPLICATIONS | 2014
Logo and URL For Special Applications
The main Yukon logo and its colour variations will cover the majority of applications.
On occasion, there will be applications where modifications to the main logo are
required. This section addresses those situations.
Silk Screening:
Because of the nature of the silk screening process, we recommend the following
minimum size requirements to ensure the logo and tagline maintain quality.
2.25 INCHES
Embroidery
We have developed a specific logo for embroidery applications. The outline of the
mountain has been removed and the line separating the tagline and URL has been
thickened to ensure the line appears visible with smaller logo applications.
2.25 INCHES
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3.4 LOGO DO’S | 2014
Application Do’s
To preserve the integrity of the Tourism Yukon Brand, it is critical that the logo
be used correctly. The following rules should be followed for all logo variations to
ensure readability and brand consistency.
Spot Colour and CMYK Applications
Colour versions of the logo should be used on white or light-coloured backgrounds.
Reverse (colour) versions should only be used on mid-range to dark-coloured
backgrounds.
Single Colour Application
Black versions of the logo should be used on white or light backgrounds. Knocked
out versions of the logo should be used on black or dark backgrounds.
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3.5 LOGO DON’TS | 2014
Application Don’ts
While it is important for all our partners to have access to Tourism Yukon’s logo to
promote their projects, businesses, campaigns and organizations, it is also important
that the integrity of the logo is maintained. The following examples show how the
logo should not be used or altered.
ADVENTURE ZONE
THE BEAUTIFUL NORTH
LARGER THAN LIFE
LARGER THANL IFE
SEPARATING LOGO ELEMENTS: Do not use pieces of the logo on their own.
The only exception is that of the URL as shown earlier on page 7 (URL in Print).
TEXT: Do not replace any of the text within the logo.
TYPEFACE: Do not replace the typeface used within the logo with another.
SKEW: Do not skew the logo; only scale the logo’s proportionality.
RELATIVE POSITIONING: Do not reposition any of the elements from within
the logo.
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3.6 COLOUR | 2014
For any visitor to Yukon, the colours of nature become one of the distinct
memories they take away from their visit. Nothing brings the colours of Yukon alive
like photography. Therefore we recommend the use of full-bleed, high-quality, colour
photography wherever possible and appropriate.
In addition, the colour palette is complemented by vibrant accent colours that are
treated moderately with a transparency effect. Type can be superimposed on these
colours to enhance readability and make the copy stand out. Legibility is paramount.
PMS 130
CMYK: Cyan - 0%; Magenta - 30%; Yellow - 100%; Black - 0%
RGB: Red - 241; Green - 171; Blue - 0
HEX: #FFCC00
BLACK
CMYK: Cyan - 0%; Magenta - 0%; Yellow - 0%; Black - 100%
RGB: Red - 255; Green - 255; Blue - 255
HEX: #000000
BLACK TINT
CMYK: Cyan - 0%; Magenta - 0%; Yellow - 0%; Black - 80%
RGB: Red - 133; Green - 133; Blue - 133
HEX: #7C1D20
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3.7 TOPOGRAPHIC MAP | 2014
Canada’s Yukon is world renowned as a legendary land filled with gold rush history,
wilderness and wildlife, and natural phenomena, like the northern lights. We are
blessed with teeming wildlife, mighty heritage rivers, a unique arts and culture that
speaks to the people from here–and those who were drawn by the spirit of the north.
Like the Klondikers of the gold rush era, their spirit of adventure and exploration
helped map the Yukon. In that perspective, we give subtle hint to their sense of
adventure. Therefore we recommend the use of this topographic map wherever
possible and appropriate.
In addition, the colour palette and photography are complemented by this
topographic map. Type can be superimposed on this background to enhance
readability and make the copy stand out. Legibility is paramount.
I AM THE LAND
THAT LISTENS,
I AM THE LAND
THAT BROODS;
STEEPED IN
ETERNAL BEAUTY,
CRYSTALLINE
WATERS AND
WOODS.
EXPLORE
Nature
sauvage
et faune
—ROBERT W. SERVICE
“THE LAW OF THE YUKON”
tourismeyukon.ca
travelyukon.com
Visitez le www.tourismeyukon.ca pour plus d’information sur le Yukon,
ou pour commander votre guide vacances gratuit.
EXAMPLE OF USE OF TOPOGRAPHIC MAP
BACKGROUND GRAPHIC
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3.8 TYPOGRAPHY | 2014
Consistent use of typography for the Tourism Yukon Brand is critical in order to
reinforce our feeling of wide-open spaces, cleanliness and natural beauty. The
following typography standards have been developed to ensure consistent application.
Typefaces: Our primary typeface is Akzidenz Grotesk. For headlines we utilize a
mixture of both Roman and Black weights to add emphasis, visual interest and a sense
of character to the line. The URL is set in Black weight. As our call to action, it must
be second only to the headline in its visual importance. Body copy is set in Akzidenz
Black to ensure readability when superimposed upon imagery or graphic treatment.
Akzidenz Grotesk, Black
Akzidenz Grotesk, Roman
ABCDEFGHI
JKLMNOPQR
STUVWXYZ
abcdefghijklm
nopqrstuvwxyz
123456789
ABCDEFGHI
JKLMNOPQR
STUVWXYZ
abcdefghijklm
nopqrstuvwxyz
123456789
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3.9 PHOTOGRAPHY | 2014
Overview
When visually representing the Tourism Yukon Brand, image consistency is essential.
The objective for the Tourism Yukon Brand is to ensure Yukon is represented
consistently through a small collection of brand images that speak to our key attributes.
Scenic beauty is a key attribute to the Tourism Yukon Brand; however, these images
are just one of the differentiators for Yukon. As such, the collection of Yukon brand
images must also showcase our awesome natural phenomena (northern lights,
midnight sun), vast, wide-open spaces (elbow room, quiet place to relax) and excellent
traveller support.
WHAT WOULD
YOU DO ON THE
LONGEST NIGHT
OF YOUR LIFE?
“We spend it watching the northern lights dance.”
YUKONERS KNOW HOW TO EMBRACE 18 HOURS OF DARK.
And we’re only 2 ½ hours away—so why not come up, join us soon
and discover what you could do on the longest night of your life.
Tell us how, and win your very own longest night!
Like our page at Facebook.com/travelyukon
For full contest rules and entry details
visit Facebook.com/travelyukon.
And while research has shown that scenic beauty is the number one compelling
reason why people come to Yukon, it’s equally important to focus attention on
capturing people experiencing it to its fullest.
Featureless landscapes, wind-blown cliff tops and isolated wilderness expanses are
often scary to prospective travellers and do not tell our brand story. Neither does
passive sight-seeing. Images must incorporate people involved in an activity. Ideally,
they capture an intimate moment. The geography of Yukon is Larger Than Life—and
so too are the magical moments that people experience while in it.
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3.9 PHOTOGRAPHY | 2014
Our main brand images must always portray one or more of the following elements:
• Heritage and/or culture
• Scenic beauty
• Northern lights / midnight sun
• Vast, wide-open spaces
• Pristine wilderness
• Wildlife
Activities can include:
• Dogsledding over frozen lakes and historic trails
• Hiking over amazing mountain trails that are home to a variety of wildlife
• Canoeing/rafting/kayaking down crystal-clear wilderness rivers (through challenging
rapids); fishing for salmon, grayling and trout
• Being captivated by the stories of Skookum Jim Mason, Tagish Charlie and others
Ensure that the people in the ad:
• Reflect the average age of the target segment
• Have their faces well lit
• Are wearing appropriate clothing for the experience and that it is free from competitive
destination branding
• Are relaxed and engaged in an authentic, intimate experience
• Are supported by guides and/or some kind of infrastructure
• Don’t seem alone and vulnerable in the vast hinterland
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3.9 PHOTOGRAPHY | 2014
Sourcing Photography
The Tourism Yukon Brand offers a collection of main brand images that showcase
our attributes. These are available at yukonphotos.gov.yk.ca
If you are using your own photography, or are sourcing stock photos, ensure that all
images represent the Tourism Yukon Brand. Where possible, try to capture a unique
or unusual perspective that allows the viewer to experience something they are not
expecting. Avoid stylized pictures. The tone should be natural, fun, contemporary and
light-hearted. The image should spark the viewer’s imagination.
Also remember that quality is part of our brand—badly shot photos that will not
reproduce well and do not represent our brand.
Photo credits and copyright
Our photos
We have obtained copyright approval to distribute photos in our Public Access
Library and our Tourism Library for royalty-free use by the industry. If we have
granted you permission to use our library, you are not required to get permission
from the photographer, nor are you required to credit the photographer (unless
otherwise stated). If, however, you wish to credit the photographer—in a brochure for
instance—it never hurts to promote a contributor to your success, especially if it’s
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3.9 PHOTOGRAPHY | 2014
local talent. Use very small type for credits (5 to 7 pt), and try to place credits next
to or on the photo in an area that will not distract the eye. In advertising, it is very
unusual to credit the photographer and we recommend against it. Photo credits are
more common in brochures and on websites.
Your photos
Unless you personally have taken the photograph you want to use, or you have
purchased the copyright for the photo, you do not own the right to use it. To use
someone else’s photograph, including those of employees and travellers, you must
have permission or you run the risk of copyright infringement.
If you wish to commission photography, make sure you have a written agreement
with the photographer in advance that outlines your usage of the photographs
and for how long. You may wish to buy the photos outright, share usage with the
photographer, or purchase exclusive usage for a limited time. Photo credits are often
helpful to photographers, so you may want to use photo credits as a bargaining tool.
Unless stipulated, you are not required to credit the photographer.
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3.9 PHOTOGRAPHY | 2014
PHOTO LIBRARY DESCRIPTIONS
Public Access Library
•T
his library contains a selection of 100 images that are generally representative of key Tourism
Yukon-related icons. The photographs are in low-res format. Yukon Government owns the copyright
to all the photos so there are no issues with licensing.
•T
he images are posted to a Flickr account and are accessible through the travelyukon.com
consumer website.
•T
he primary users are diverse for uses that include industry presentations, school projects, research,
reports and other projects.
Tourism Library
•T
his library contains more than 1,000 rights-free images from commissioned shoots and Yukon
Government photographers that are available in low-res and high-res formats. Yukon Government
owns the copyright to all the photos so there are no issues with licensing agreements. The
authorized use focuses on projects and materials that promote travel to or within Yukon.
•U
sers are provided with access to the library once they provide their name, email and proposed use
of the photography. The system will generated a user selected user name and password.
• Image categories include summer & winter activities, arts & crafts including local merchants,
attractions and tours, community photos, events, festivals, scenic and transportation/highways
including RV shots.
•T
he primary users are expected to include travel media, travel trade, Yukon suppliers and
other partners.
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3.9 PHOTOGRAPHY | 2014
Tourism Marketing Photos – Restricted Access
• The library contains more than 2,000 images from commissioned shoots and Yukon
Government photographers. Yukon Government owns the copyright to all the photos so there
are no issues with licensing agreements.
• This library is accessible to the Tourism Marketing Branch, agencies and contractors
undertaking projects on behalf of or under contract to the department. These photos are being
used by Tourism Yukon in marketing campaigns and other initiatives where there is merit in
restricting use to third parties for a period of time due to their iconic nature.
• Image categories include summer & winter activities, arts & crafts including local merchants,
attractions and tours, community photos, events and festivals, scenic and transportation/
highways including RV shots.
Rights-Managed Photos
• This library contains more than 800 acquired rights photos from 20 different photographers.
All agreements are for the term of the copyright and the use is not time limited.
• This library is accessible to the Tourism Marketing Branch, agencies and contractors
undertaking projects on behalf of or under contract to the department. These photographs will
not be distributed to any third party as specified in the license agreement. In some cases, the
CTC is listed as an authorized user.
• Image categories include summer & winter activities, arts & crafts including local merchants,
attractions and tours, community photos, events & festivals, scenic and transportation/
highways including RV shots.
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3.9 PHOTOGRAPHY | 2014
Tourism Videos
• This library contains 20 web-ready unbranded videos from the CTC and one B-roll clip.
• Most videos have been converted to Flash video files for streaming on the web interface that
users access.
• This library is accessible to the Tourism Marketing Branch, agencies and contractors
undertaking projects on behalf of or under contract to the department. Original files must be
requested from the Photography Unit.
Main Yukon Government Photo Library
• This library contains more than 21,000 images that are available to all Yukon Government
departments and to select clients for authorized uses.
• The entire library is available to all Yukon Government employees on Yukon Government
Intranet.
• Third party use and access is assessed on a case-by-case basis by the Photography Unit.
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3.10 PHOTOGRAPHY CHECKLIST | 2014
Target Audience Preferences
Authentic Experiencer
…… Iconic Historic Sites
…… First Nations Culture
…… Iconic Landscape
…… Natural Phenomena
…… Wildlife Viewing
…… Soft Outdoor Adventure
Cultural Explorer
…… Iconic Historic Sites
…… Soft Outdoor Adventure
…… Iconic Landscape
…… First Nations Culture
…… Festivals
…… Wildlife Viewing
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3.10 PHOTOGRAPHY CHECKLIST | 2014
Season
Communication Channels
…… Winter
Planning
…… Summer
Online
…… Campaign timing protocol met
…… Banner Ads National sites
…… TravelYukon.com highlights VP order form
Markets
Print
…… Toronto
…… Magazine Ads
…… Calgary
…… Website highlights VP order form
…… Edmonton
Booking
…… Vancouver
Online
…… Banner Ads Market specific sites
Target Audience
…… Authentic Experiencer
…… Cultural Explorer
…… TravelYukon.com highlights offers
Print
…… Newspaper Ads
…… Website highlights offers
Consumer Decision Phase
Planning
…… VP Call to Action
…… Generic Price Points
Booking
…… Website Call to Action
…… Specific Operator Offers
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TRAVELYUKON.COM
Yukon is a destination of unparalleled
scenic
beauty
that
captivates
its visitors under the spell of the
midnight sun and the dance of
northern lights. It’s a land that
provides Larger than Life experiences
distinguished by culture and its vast,
wide-open spaces and the freedom
inspired by the unending, pristine
wilderness. Yukon, Larger Than Life.
CONTACT US OR VISIT
TRAVELYUKON.COM
DENNY KOBAYASHI / SENIOR MANAGER MARKETING TOURISM YUKON
867-667-8795 / [email protected]
DEPARTMENT OF TOURISM & CULTURE, GOVERNMENT OF YUKON
BOX 2703, WHITEHORSE, YUKON, Y1A 2C6 
`