DESTNIA005_brandbook

7/23/2019 DESTNIA005_brandbook

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Niagara Original | brand guidelines | 17Niagara Original | brand book |


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Niagara Original | brand guidelines | 17

Niagara Original.

This is our regionalbrand, the positioningand design platformupon which we will

author our unique storyto 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 allbenet from the nancial and

social benets of growth generated from tourism and broader

economic development.

Niagara Original | brand book | 1


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whybrand?


Because strong brands create powerful images in peoples minds.

Right now, Niagaras image is incomplete and does not reect our

unique history and character, or the extraordinary variety of things

to see and do in the region, or position ourselves constructively as

a place for business investment. Our brand needs to resonate withconsumers differently. It should take all of the positive things that

they believe to be true about Niagara and present it in a more

expansive and compelling way.

Because strong brands make it easier for people to make decisions,

especially in todays global environment where they have more

options than ever for how to spend their discretionary dollars and

where our competitors are well-funded and very focused.

Because in bad times, strong brands can hold their own

as consumers look to trusted sources for products and

authentic experiences.

Because strong brands enable more effective marketing.

Everyone in the Region shares a common DNA and destiny and

by leveraging our dollars and focusing all of our messages around

Niagara Original, we have a better chance to break through the

clutter and differentiate ourselves as a destination of choice.

Because strong brands help us to align our product development,

marketing strategies, partnerships and communications programs.

The Niagara Originalpositioning is a touchstone for all those involved

in creating and delivering the Niagara experience. The more of us

that use it, the more of a presence well have in the marketplace.

Finally, because Niagara is truly a one-of-a-kind place with depth

and scope that has played a unique role in Ontario, Canada and

North America and must continue to do so.

We have a strong brand that makes our story more accessible, more

meaningful and more compelling, so lets tell our story to the world.



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BrandNiagara is not just a logo or asnazzy tag line, nor is it about any oneproduct or service or event that youoffer, nor is it controlled by any oneperson or organization.

Our brand is about gut feelings how a

person feels visiting, living, working or

investing in Niagara. Its about a persons

instincts, because our place brand isdened by individuals, not companies,

markets, government or any other entity.

Its about gut feelings because while

people have functional needs, they

normally act based upon their feelings,intuition and emotional needs.

In other wordsour place is not dened by what we say it is, but

rather it is dened by what they say it is. And that is dependent on

the promises we make and how we deliver upon them.

Remember, peoples beliefs about our brand are formed through every

single interaction with it, from pop culture to the evening news to the

internet and blogs, from word-of-mouth to the products and services

they consume, from the books theyve read to the people they meet

and the places they choose to stay while travelling or places they

choose to live or invest in. All of these must be aligned, or our target

audience will be confused, lose interest, or just be disappointed.

Niagara Originalwill tap into peoples emotional needs and help to

positively shape their beliefs from this point forward.



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Niagara is

already aglobal brandthat enjoys

great recognitiondue to beingthe home ofa global icon.

That is a fact.

However, according to consumer research we recently commissioned

by Longwoods International and The Strategic Counsel, current

perceptionsof us are as a low-yield day trip for tourists, too few of

whom ever get beyond the lip of the Falls. And our business and

investment brand for the Niagara region is not particularly strong orwell dened at present.


The realityis that our research showsthat anyone who visits the region

comes away extremely impressed and

conrms that we have the goods tobecome top-of-mind for tourists and

investors by stressing our competitive

advantages as a unique touring

destination with an extraordinaryvariety of things to see and do.

Niagara is seen as a place worthy of

business investment due to suchfactors as: quality of life in the region,affordability and cost advantages,

availability of serviceable, affordable

land, location, low development fees,

transportation links and networks for

distribution and shipping, strongmanufacturing base and strong

post-secondary institutions.


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The process to build this regional brandwas a purposeful and highly inclusive

one, designed by stakeholders from

the inside out and validated with

consumer insight from the outside in.

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 Originalpositioning 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.

20stakeholder interviews

7municipal group interviews

3workshops

1,650traveller interviews

15business leader interviews



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It doesnt matter if youre pitching a potential business relocation, selling

a basket of peaches, fabulous wine, an exciting experience at the Falls

or other area attractions, heritage tours, a challenging golf outing or

recruiting students, the language we use to evoke the Niagara

experience is as critical as the images we use. In any communications

developed by any partners, our voice and imagery must reect the

regions unique and original character that is:

Inventive

Creative, unique, one-of-a-kindSurprisingly smart packaging

and communications are as original as the place itself.

Abundant

Niagara is a locale blessed with a natural abundance of tastes,

sights, smells, sounds, experiences and opportunities.

Vivid

The way we communicate and the services we provide are

compelling and experiential.

Accessible

Travelers and investors will nd what they need, when they

need it through easy to access information and service.

How do we connect

to people with apromise of what theirNiagara Originalexperience will mean?

inventive

abundantvivid


accessible


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Niagara, Canada.

Behind the iconic name discover aplace that is original in every sense.

From its uniquely accessiblelocationthat is packed with an extraordinary

array of natural and man-made

wonders within its world-renowned

peninsula geography, its abundance

comes in every avour the adrenalinrush of top casinos, great theatre and

star-studded entertainment; the rich

glow of an award-winning vintage

or culinary experience; the dramaticsweep of its rivers, prosperous

agriculture, lakes and escarpment.

Vividand 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,

inventivecharacter today where researchers in health and technology,

new media and education, work side by side with farmers, teachers,

manufacturers and entrepreneurs.



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We learned that

Niagaras brandpromise must bevery simple,

a message that all stakeholders can

communicate clearly and effectivelyto the consumer, in ways that

nobody else is doing.

Only in this way will we be able to

grab their attention, surprise them witheverything that is Niagara and compel

them to nd out more about us.

Ultimately, Niagara Originalis an idea

about who we are and a promise tothe consumer of what is possible here.

Niagara Original is

rst 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 exible creative platform designed to spur an integrated,

impactful communications style for the region



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rewardFor travellersNiagara 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 Residentsa high quality of

life, an original shared heritage and authenticity plus new growth

generated from tourism and economic development.

brand promiseDiscover Niagara, Canada.

Enticingly close, surprisingly diverse, totally original.

valuesAuthenticityfrom 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 Boldlyconnected, global minded

and recognized for our creativity, innovation and entrepreneurship

brand attributesinventive

abundant

vivid

accessible

Niagara Original

is about



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abundant

authenticbeginningshistoryinventiveone-of-a-kind

raresurprisingunexpectedunique

original=



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We believe that

Niagara Originalfullls the criteriafor a strong brandpositioning because

It is community led andis supportive of our

strategic direction.

It is truthful and we can

deliver on the promise.

It is meaningful to all

of our audiences.

It is authentic and

differentiates us.

It works globally.

All of our partners can

leverage it.



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We do have a logo and brand guidelines, but ultimately, our success

will depend on how we attach ourselves to the idea of being

original in all we say and do.

We will provide tools to help stimulate creativity and assist you in

determining what makes your enterprise a Niagara Original and how

best to convey that message to your target audiences.

This is a exible positioning that

you can adopt or be part of in

various ways, ways that suit

you best and contribute to the

overall impact we make in themarketplace. Following are

some creative examples

And how do the

positioning elementscome together tobring the Niagarabrand to life with afresh new look?

Like any great brand, it is reallythe creative spark or idea behindthe brand that matters and not any

one creative execution or tagline.



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Bringing

Niagara Originalto life.continued

PRODUCT PACKAGING PROMOTIONAL ITEM



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Bringing

Niagara Originalto life.

TRADE SHOW BOOTH CO-BRAND WEBSITE



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Bringing

Niagara Originalto life.

PUBLICATION / GUIDE BOOKS

WineriesNiagara

DestinationNiagara

GolfNiagara



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Niagara Original | brand guidelines | 17Niagara Original | brand guidelines | 17

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 components

02 signature options

03 clear space and minimum size

04 signature colours

05 signature photography

06 colour palette

07 additional icons

08 fonts

09 improper logo usage

10 imagery

If you have any questions regarding this program or require master digital artwork,

email [email protected] or call 905.685.1308.


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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.

Vertical Positive Signature Vertical Negative Signature

Wordmark

01 components Niagara Original | brand guidelines | 18

The Icon


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The Niagara Original signature is offered in two

options, vertical or horizontal, to suit different design

requirements. The vertical version of the signature

is the preferred option for all applications and the

horizontal version should only be used when the

vertical one is not possible.

The elements of the signature are xed in size and

proportion and must not be altered. Text and fonts

should never be substituted.

Vertical Signature

Horizontal Signature

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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.

15mm57 pixels

7mm26.5 pixels


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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.

The clear space is dened by the letter g in

original.

Note that this is the minimum recommendation for

clear space and more is preferable where possible.

Vertical Signature

Horizontal Signature

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The colour palette for Niagara Original when

consistently applied in combination with photography,

graphics and fonts helps to dene, communicate and

reinforce our brand.

Ideally, the signature should appear in Niagara

Original Red.

However, part of the spirit, exibility and uniqueness

of our brand allows for the signature to be repro-

duced in an approved palette of secondary colours

(see Section 06 for these colour specications) and

photographic images (See Section 05 for directionregarding photography selection)

The signature must always appear clearly and legibly

on its backgrounds. Always ensure legibility by

placing the signature in an area that is simple and

uncluttered. Backgrounds that are too light or too

dark may wash away the logo and threaten its

visual integrity.

04 signature colours Niagara Original | brand guidelines | 21

Niagara Original Red(our primary colour)PMS 185

C0M91Y76K0R239G62B66WEB EF3E42

BlackK100 Reverse to White

Approved Secondary Colour Palette(see Section 06 for colour breakdowns)


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In addition to the primary and secondary colour

palette, the signature may also be used as a vessel

to contain photographic and illustrative images

which are directly relevant to Niagara Region

marketing communications.

As a guide, select images which help reinforce the

Niagara Original brand. Every image selected

contributes to the way our Region is perceived.

Imagery should be bold and simple yet descriptive.

See Section 10 for details about selecting

photography.

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Sample Photography Sample Illustration Sample Texture


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Colour provides a strong visual link to our brand

identity across a wide range of applications.

To add depth to the brand, a colour palette has been

created for use in printed and electronic materials.

They are broken down into two categories: primary

and secondary colours. The primary colour is based

off of the preferred signature while the secondary

colours are inspired by Niagara Region and will

offer exibility when selecting the best option for

your application.

Help ensure a clear and consistent presentation of

our signature by using only these approved colours.

Each of our colours are shown in Pantone Colour

System (PMS), process colour (CMYK), digital

colours (RGB) and web safe values to ensure

that our palette is reproduced consistently across

all materials.

06 colour palette Niagara Original | brand guidelines | 23

NIAGARA

ORIGINAL RED

PMS 185

C0M91Y76K0

R239G62B66

WEB EF3E42

NIAGARA

ORIGINALMETALLIC

SILVER

PMS 877

NIAGARA

ORIGINALMETALLIC

GOLD

PMS 872

NIAGARA

ORIGINALORANGE

PMS 1655

C0M63Y91K0

R244G125B48

WEB F47D30

NIAGARA

ORIGINALPURPLE

PMS 2623

C59M100Y0K32

R97G17B106

WEB 61116A

NIAGARA

ORIGINALGREEN

PMS 361

C69M0Y100K0

R84G185B72

WEB 54B948

NIAGARA

ORIGINALPINK

PMS 213

C0M95Y27K0

R238G44B116

WEB EE2C74

NIAGARA

ORIGINALBROWN

PMS 462

C50M58

Y100 K45

R90G71B28

WEB 5A471C

NIAGARA

ORIGINALLIGHT BLUE

PMS 312

C96M0Y11K0

R0G175B219

WEB 00AFDB

NIAGARA

ORIGINALYELLOW

PMS 7406

C0M18Y100K0

R255G207B1

WEB FFCF01

NIAGARA

ORIGINALDARK BLUE

PMS 540

C100M55Y0K55

R0G55B104

WEB 003768

Primary Colour Secondary Colours


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Niagara Original | brand guidelines | 1707 sectoral signatures Niagara Original | brand guidelines | 24

CULINARY

CYCLING GOLf

In addition to the Niagara Original signature,

a series of sectoral signatures have been

created to help support and express the brand.

Instantly identiable icons have been chosen

to speak to the specic sectors which they

represent. These signatures have been

created specically by sector and serve not

only to promote the various businesses and

organizations within Niagara Region, but also

to connect them with the master brand.

All organizations may choose to adopt EITHERthe master Niagara Original signature OR

choose from ONE of these sectoral signatures.

The elements of the sectoral signatures are

xed in size and proportion for consistency and

clarity in application and must not be altered.

Text and fonts should never be substituted.

Colour

There are three approved possibilities for

colour usage when applying a sectoral

signature:

1) black

2) reverse to white

3) colour as illustrated at right (please refer

to Section 06 for colour specications)

ACADEMICS AGRIBUSINESS ATTRACTIONS,

AMUSEMENTS

GAMING

CONSERVATION AREAS,

OUTDOORS

BIOSCIENCE


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Niagara Original | brand guidelines | 1707 sectoral signatures Niagara Original | brand guidelines | 25

HEALTH & WELLNESS HISTORY

HORTICULTURE/GREENHOUSES

HOTELS, INNS,UNIq UE ACCOMMODATIONS

PARKS

NIAGARA PRODUCE

PERf ORMING ARTS RESEARCH WINE

Note that while it is recommended that the

sectoral signatures be applied with the Niagara

to use sectoral signatures in application without the

word original as illustrated here:

These sectoral icons serve as examples created to

date. We expect that there will be demand for other

such icons to be developed and we welcome your

interest in working with us to develop them. Were

open to discussion and would love to work with you

to bring your ideas to life. Contact Niagara Original

by email at [email protected] or call

The authorized user of the Niagara Original brand

will save harmless and protect the Niagara EconomicDevelopment Corporation, its affiliate, successors andassigns in relation to any claims made against any ofthem and/or their officers, employees or directors, forany improper and unauthorized use of the brand bythe licensee.

The license to use the brand will automatically terminatein the event that the licensee is in breach of these BrandGuidelines and at such time the licensee shall immediatelycease to use the brand and shall remove all referencesto it in relation to the licensees business.

For further examples of Sectoral Signatures,please see the "Icon Bank" on the Niagara Originalwebsite at www. niagaraoriginal.com

(905) 685-1308.

GREEN


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Consistent use of typography plays a key role in

communicating the brand identity.

The Niagara Original brand identity is composed

of two font families: Clarendon and Gotham. These

fonts are both available in various weights and are

robust enough to address all the typographic needs

for various communication materials.

Gotham is the primary typeface used for subheads

and body text.

As a general guide, Clarendon is to be appliedvery sparingly and should only be used as a

complementary typeface for headlines.

If Gotham is not available for daily correspondence

and electronic communications, then Arial may be

substituted. Arial must not be used in any printed

marketing material.

08 fonts Niagara Original | brand guidelines | 26

Gotham Light

Gotham Book

Gotham Bold

Gotham Black

Clarendon Bold

Clarendon Roman

Clarendon Light

Primary Font

ComplementaryFont


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Building a brand is about putting a face to a name.

Every image selected contributes to the way our

Region is perceived. Imagery should be dynamic,

bold, vivid and inspiring and should reect the

brand values.

Avoid the use of images that are strongly generic

and impersonal. Instead, choose images that are

authentic and embody a strong point-of-view of

the moment, object or metaphor being portrayed.

For more information on using Niagara Original

please get in touch by email [email protected] or call 905.685.1308.

Uses of the Niagara Original brand graphics must

be approved by Niagara Original.

Its a simple process and were eager to help.

Were looking forward to working with you to

discover your own Niagara originality and to

create vivid and inventive ways to tell our Niagara

story to the world.

10 imagery Niagara Original | brand guidelines | 28

abundant

warm

authentic

accessible

unique

inventive

inspiring

vivid


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This booklet summarises the development and concepts behind

the Niagara Original brand.

Uses of the Niagara Original brand graphics must be approved by

Niagara Original.

Its a simple process and were eager to help. Were looking forward

to working with you to discover your own Niagara originality

and to create vivid and inventive ways to tell our Niagara story to

the world.

For more information on using Niagara Original please get in touch

by email at [email protected] or call 905-685-1308.

Niagara Original

Niagara Economic Development Corporation

3550 Schmon Parkway

2nd Floor

Thorold, ON(905) 685-1308

www.niagaraoriginal.com


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