SHUSWAP TOURISM BRAND BOOK

S H U S WA P T O U R I S M B R A N D B O O K
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A brand is a story. A story is a brand. It’s who you are and what you do and what you’ve done. It’s also what
people say behind your back. This is a brand book, and so it is also a storybook. Its purpose is to assist in
telling the Shuswap’s story and to ensure brand consistency. It establishes guidelines for the utilization and
Our brand’s strength and significance is created
only through consistent, effective usage over time. This document provides the
deployment of Shuswap’s brand.
guidelines and best practices that will ensure our brand and story are heard, remembered, retold and acted on.
05
Our Story
06 Brand Pillars
09 Our People
35 Website
36 Apparel
37 Vehicle Signage
39
10
Questions
11 Overview
41 General Terms
& Conditions
Our Brand Look
12 Our Logo
40 Trademark License
Agreement
14 Logo Usage Guidelines
18 Colour Palette
19 Typography
21 Photography
25
Our Brand in Action
26 Our Audience
27 Messaging for
Our Target Markets
32 Identity
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our story
“The Shuswap? That’s that place where you go houseboating, right?” Right!
But only partially right. Houseboating’s only part of
our story. You see, for decades, the Shuswap region
has been synonymous with houseboating. But our
real story, the one we live and breathe, is comprised
of real people in an incredible place, living rich and
simple and authentic lives.
We shop for groceries, take the kids to games, go
for walks in the woods and travel to other places.
We like to go to the lake, we like to have concerts,
we possess a rich heritage and we may or may not
use umbrellas when it rains. We have incredible
wineries, access to a myriad of recreational
opportunities, host a top-notch major festival and
hey, even the salmon fight their way back here year
after year. These are all parts of our story.
But you might find the best part of our story is
sharing a cup of tea, or a piece of pie, or digging
carrots and hearing about what’s happening (or
not happening) in the community as of late. Or you
might get the best part of a Shuswap experience
leaning on a fence post, or leaning on a speaker, or
leaning on a café counter. Or you might find the best
part of our story when you free your soles, swap
your shoes, kick up your heels and take a step in our
direction, in search of another simple spectacular
Shuswap adventure.
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As we continue to grow and evolve, our story will change and
develop over time. However, there are some things that will
not change or should not change. These ideals, emotions
or regional spirits are our brand pillars. They provide the
foundation of our story.
Our full story is incomplete without these attributes combined together, and it is the combination of
these pillars that help to define our story, to differentiate it from others and to make it distinctly our own.
Lake, Country and Culture: these are the foundations, the central elements and ideals of the Shuswap’s
brand. These elements are intended to serve soundly today, but also to project a spirit and regional
philosophy for the future.
lake
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country
Culture
lake
culture
There’s no escaping it. Our region owes much of
its persona and character to Shuswap Lake. It is
an integral part of our lives, our livelihoods, and
a major compelling reason for visitation. It is host
to a wide variety of activities, a distinct visual
viewscape that dominates our region, and serves to
provide a reason for existence for our communities
and tourism industry. It also is a key feature that
differentiates us from other regions; ‘the lake’
is synonymous with ‘the Shuswap’ and we will
capitalize on that established recognition.
Our region’s existence, its communities and
interactive fabrics are built on relationships. How
we interact with each other; our values; and how we
perceive ourselves and others are integral parts of
our story.
country
Incredible nature surrounds our region. We have
wilderness just steps away from the back door,
and recreational activities that include mountain
biking, trail walking, golfing, hiking, quadding
and sledding, camping, fishing and more. We have
incredible forests, spectacular high elevation
viewpoints and an exceptional history and
continuing tradition of relating to the land in our
region. Our natural surroundings are the envy
of many and the lifestyle we are afforded by the
country in our region is highly desired. We’d like to
keep it that way. And we’d be proud to share it with
others who respect it as we do.
We are different from urban centres. We sometimes
function at a different pace. We place great value
on freedoms and relationships and community
spirit. We celebrate together, look after our region
together, and continue to grow and develop stories
together that shape our present and our future. We
are renowned for some of our events and cultural
happenings, and we have a burgeoning cultural and
artistic component of our region that is continuing
to emerge as a strong presence in our collective
story. By including this as a central part of our
brand, we will be able to effectively differentiate
ourselves from others by portraying our spirit. By
greater positive acknowledgement and promotion of
our culture, we increase pride in the region, and that
simultaneously increases respect. Visitors want to
interact and discover destinations that demonstrate
different perspectives. They revel in the confidence,
boldness and vision of those who are excited about
where they live and who demonstrate it through
their spirit: their culture.
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The Shuswap is a region for many types of people.
Our brand is designed to best resonate with people who
find value and fulfillment in authenticity, approachability,
nature, and recreation. Our brand helps to connect with
people who regard our region, environment and community
members with respect and importance.
Some of the people in our brand story are our visitors; they visit us within our own region,
and from within other parts of Canada, and from around the world.
But the most important people in our brand story are the people of our region: those who
work, play and live in the Shuswap.
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Our look is a compilation of significant elements which help to
articulate our stories and experiences, end elicit the emotions
that accompany them.
Our look draws on elements that help pay tribute to our brand pillars: our lake, our
surrounding area, and the distinct culture of our people. Our look is simple and natural,
sophisticated and plain, but in no way condescending or ostentatious. We possess a look
that is strong and bold yet accessible and approachable. We use weathered elements and
natural items, and an often unfinished but comfortable appearance. It’s true to who we
are, and helps to add to our distinction. In addition to the elements contained in our look,
we endeavour to utilize compelling images that speak to our area, people, and activities
that comprise our story. And finally, we don’t stare at our feet, but we do have a bit of a
foot fetish. To free our soles, we focus on feet. One foot in front of the other is the simple
Shuswap way of getting ahead.
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OVERVIEW
The Shuswap logo is an essential component of our brand, but it is not our complete brand. It does not tell our entire
story. However our logo does represent the brand’s beginning, the ‘Once upon a time.’ This book provides guidelines
and demonstrates how our logo and brand elements are best utilized.
Logo
Our logo is comprised of a symbol and a word
mark, and is often accompanied by a tagline.
Colour
Our colours are simple and natural. They serve
to recognize our geography, nature and the
elements around us. Use colour carefully and
sparingly.
Photography
Each image is worth a thousand words. Our
images endeavour to tell a story in a compelling
manner that invites further investigation.
ABCDEFGHIJKLMNOPQ
abcdefghijklmnopqrstu
abcdefghijklmnop
Typography
Our typography represents openness, warmth,
and heritage. It is sometimes distressed,
always simple, and always consistent. When
utilized appropriately it assists to effectively
communicate our story and does not attract
undue attention to itself.
Tone of Voice
Our tone of voice is matter of fact, open and
approachable. It’s playful and relaxed. It’s true
to how we speak to each other and to the rest of
the world.
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Our logo is the beginning of our brand. But it is not the whole brand.
It’s generally used in conjunction with other marketing material (in a brochure, on a billboard), and rarely used alone.
The logo possesses narratives and meanings associated with the Shuswap story. The meanings associated with the
logo are not overt. That is to say, they are not readily apparent and will rarely mean anything to anyone but those who
choose to dig deeply. However, each meaning or symbolistic narrative has been carefully selected because of their
allusions, and it is the collective meanings that help to give our new logo an immediate suggested tone.
The symbol is round. That helps to foster an immediate sense of approachability. There is a subtle nod to the cyclical nature
associated with the outdoors/environment, and the cyclical symbolism is carried even further with the inclusion of slightly
stylized salmon, a central historical feature of the region. The symbol has connotations of motion, flow, tranquility, and also
has some similar qualities to symbols and forms associated with marine and aquatic recreation as well as slightly tropical tones
associated with warmer destinations. In addition, the logo’s smooth warm lines and shapes help to provide some continuity with
the CTC’s ‘Brand Canada’ abstracted textures and flows. Worth noting, the negative space of the logo is derived from a carefully
placed symbol, a ‘signum sectionis’, which looks like this ‘§’. The § is a typographical element long associated with an area of
significance within a body of work.
Our logo is the simplest and most recognizable element of our brand. Here’s why and how it works so well...
• It’s simple. Its simplicity means our logo can be used in a variety of different situations, in different ways.
• Because it is simple, it works exceptionally in large and small sizes, and in black and white.
• Both approachability and accessibility are important Shuswap strengths, but in the past, it has been difficult to convey those
attributes. Rounded friendly lines help to express that.
• The logo is timeless. It is relevant today, and can evolve in the future.
• The tagline can be interchanged (the URL, industry specific or holistic taglines, etc.)
• The logo works exceptionally for the Shuswap’s broad and diverse audience. Its simplicity and flexibility ensures that it works
for young and old, families, industry, visitors and international audiences.
• It’s different. The Shuswap’s logo is distinctly different from other communities. The logo is a look that is all our own, and
successfully differentiates us from our competition.
Our logo’s strength is based on its simplicity and consistent usage. This guide
provides instructions on how best to deploy and utilize the logo.
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logo variations
The logo consists of the text and the symbol. As well, the logo possesses space for additional taglines or URLs to be added,
thus adding to the strength and versatility of the logo. The logo works well in large and small sizes, in black and white, and
in a wide variety of mediums.
Our logo gains strength and meaning through consistent, effective usage.
Primary logo with and without tagline:
The horizontal version without the tagline is
the optimum and custom version. It is the most
commonly preferred usage.
Secondary vertical format logo:
When necessary, the logo can be used in a
vertical format. This is not the preferred version,
but circumstances where space is an issue may
necessitate this alternate version. Use it sparingly
and judiciously.
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logo usage guidelines
The logo has a minimum amount of white space which must be maintained at all times. For maximum impact and brand
recognition, afford the logo plenty of space. The more room afforded to the logo the more prominent it will be become.
It is almost always better to use the logo in areas with less clutter than to try and make it bigger. Like the Shuswap, it’s
better with more room. Give it space!
Minimum white space:
X = height of the box
surrounding main text.
This amount of space
must be allowed around
the perimeter of the logo.
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logo usage
black & white
vs. colour
The logo should be utilized in black and white. It
is highly versatile because it is not dependent on
colour. Our logo’s ‘black’ is not 100% black.
Rather its black is set at 95%, to soften the contrast.
The logo may also be utilized in a reversed-out
format. This may be necessary for utilization on
images, solid colour backgrounds, and challenging
mediums. When utilized in a reversed-out situation,
the logo must still be allotted the minimum amount
of white space or boundaries as described in
this manual.
We’re not afraid of colour.
We just choose not to use it in
our logo.
Reversed Options
Only use the reversed option (white) when the
black version is compromised by backgrounds,
photos or colours.
Minimum space must still be employed. If using
the reversed logo option on images, ensure that
it has solid contrast all around the logo.
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LOGO file types & uses
The Shuswap’s logo has been created in a wide and comprehensive variety of formats. For best reproduction results,
it is imperative that the appropriate file format be utilized. If a file format is needed that is not represented, please
contact Shuswap Tourism’s marketing department. Contact information can be found near the end of this manual.
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Vector Files: AI & EPS
JPEGs
Vector files are to be used whenever possible.
They retain the logo’s clean lines, have
transparent backgrounds and are scalable.
Vector graphics do not represent well on screen.
JPEGs are intended for screen or email use. These
should be used at small sizes. JPEGs should not
be used for print. JPEGs do not have transparent
backgrounds.
TIFFs
GIFs
TIFFs can be used when a variable size is not
necessary for print. TIFFs have been provided
with a transparent background, and should never
be scaled up or enlarged.
GIFs are for screen use only. GIFs do not
anti-alias, however, they do have transparent
backgrounds, and can be scaled down.
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LOGO usage guidelines:
what not to do
The Shuswap logo’s elements are of a fixed size and proportion. They must never be altered, rearranged
or adjusted in any way.
Do not substitute an unapproved colour for the
logomark.
Do not substitute an unapproved colour for the
Shuswap wordmark.
Do not alter the arrangement of the logo.
Do not adjust the size of the Shuswap logomark.
Do not rotate or angle the logo.
Do not reset the tagline in another typeface.
Never distort or skew the logo. Not even ‘just-abit’ to make it fit.
Do not reset the Shuswap wordmark in another
typeface.
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colour palette
Our colour palette is derived from the tones and hues that surround us and are part of our story. Colour can be applied
to communication pieces to reflect mood and tones, to compliment images, or to contrast or draw attention to a
particular element.
Pantone 7455 C
C90. M60. Y0. K0 | R64. G96. B175
HTML 4060AF
Pantone 7495 C
C30. M4. Y85. K30 | R135. G150. B55
HTML 879637
Pantone 7407 C
C3. M34. Y68. K8 | R202. G155. B74
HTML CA9B4A
Pantone 160 C
C6. M71. Y100. K32 | R157. G81. B22
HTML 9D5116
Pantone 5205 C
C27. M48. Y11. K34 | R137. G104. B124
HTML 89687C
Pantone 161 C
C16. M67. Y100. K70 | R98. G60. B27
HTML 623C1B
Pantone 3145 C
C100. M5. Y20. K22 | R0. G124. B146
HTML 007C92
Pantone 465 C
C7. M27. Y55. K22 | R179. G153. B93
HTML B3995D
Pantone 179 C
C0. M88. Y84. K0 | R222. G56. B49
HTML DE3831
Pantone 468 C
C2. M7. Y26. K5 | R221. G211. B175
HTML DDD3AF
Our inspiration:
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TYPOGRAPHY & FONTS
If our message is to be heard, our tone of voice to be recognized, and our pursuit of consistency kept simple, then
our typography is paramount to our brand’s integrity. Our fonts have been selected to provide clarity and legibility,
distinctiveness, and also to reflect the tones and emotions associated with our story. The Shuswap brand uses the fonts
shown below. Do not use other typefaces in our branding and communication material.
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst 123
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst 123
Meta Book LF Roman/Italic
& Meta Bold LF Roman/Italic
Use Meta for all day-to-day correspondence
when possible. This is the workhorse font.
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
Arial Regular , Italic, Bold & Bold Italic
Arial is our corporate communications font.
This font should be used by staff for all B2B
type communications that are printed or
created in house. This is our utilitarian font
and is not meant for advertising or ‘designed’
communications.
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst 123
Antenna Condensed Bold
Use to compliment or add contrast to Meta when
necessary in advertising and collateral.
ABCDEFGHIJKLMNo
PQRSTUVWXYZ 123
Rosewood Fill
This font is used only as a header or tag line font.
It is for display and advertising purposes and not
for text/body copy.
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstu 123
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst 123
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrst 123
Club Type Mercurius Medium/Italic
& Club Type Mercurius Black/Italic
This font is used only as a header or tag line font.
It is for display and advertising purposes and not
for text/body copy.
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The Shuswap brand is dependent on top quality images that help
to distinguish the brand, tell its story, and ultimately,
draw further investigation.
All our images are rarely to be utilized alone. Instead, they depend on other brand elements
(backgrounds, text, fonts, colours) to assist in strengthening their deployment and to add to overall
brand consistency. There are two primary types of images that we use: signature images, and b-roll
images. Signature images are used for ads and are intended to elicit questions, cause cognitive
dissonance and immediately set our brand apart from others. B-roll images are more ‘answer
oriented’: they are more static in nature and are used to support and add depth to our story.
Our signature images are primarily images of feet and footwear, which feed into our play on words
and top-line messaging of shoe-swap (Shuswap). These images should be continually acquired and
refreshed periodically.
Read 1000 words? Or ‘see’ 1000 words? Get great images.
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signature images
The focus of our signature images is on feet and footwear... and when used in conjunction with text and brand elements
these images are a backbone of our brand. These images have a distinct feel: relaxed, casual, unprepossessingly beautiful
and down-to-earth. They command attention through their uniqueness, and invite viewers to discover more. Their strength
is bolstered by consistent usage and reinforced when used in conjunction with each other. The usage of these images
should be carefully guarded, and almost always only used judiciously in context with other brand elements.
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B-ROLL images
These images are of nature, activities, areas and prominent features of our story. When possible, they should attempt to
elicit the same relaxed, casual and down-to-earth feel as our signature images, but it is best if they are more about providing
answers than questions. B-roll images should still be fresh and vibrant, and compliment the body of the brand. These
images should rarely be used as leading images. Instead they should be perceived as support. The b-roll images should be
continuously added to, and the best images should be made available to press and media for editorial usage.
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our AUDIENCE
Our audience is diverse. There are visitors,
adventurers, highway passers-by, activity and
adventure seekers, partners and stakeholders.
There are people who have helped shape the
Shuswap’s story, and there are people who have
never heard of the Shuswap at all. They are young
and old, contemporary and timeless, regional and
international. Our audiences are broad, but when we
focus on a particular group, we attempt to tailor our
tone of voice to meet them where they are.
What is Shuswap’s tone of voice?
The Shuswap’s tone of voice is just like our brand:
beautiful, casual and down-to-earth. In addition, we’re
reaching out to people, which means our tone and
messages should be approachable, confident, and
intriguing. “Intriguing? Absolutely.” We want people
to have to act and discover more about the Shuswap
experience. If we tell them everything, they’ll have
no need to find out for themselves. Our tone of
voice speaks to simple values, simple pleausures,
discovery, fun and casual adventure and experiences.
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The underlying message.
In our communications we attempt to establish
our community as one that embodies our brand
pillars: beautiful, natural and down-to-earth. We
do this through cadence, good verbal imagery
and a conversational tone of voice. We seek to
satisfy concerns and yet simultaneously promote
curiosity, compel investigation and ultimately
incite action which results in a resonant personal
Shuswap experience.
Tell’em what we’re gonna say, then say it, then
tell’em that we told’em.
Get to the point. Keep it simple.
“I could have made this shorter, but I didn’t
have the time.” For the Shuswap, that’s an
unacceptable statement. We take the time to
ensure our messaging is concise, simple, clever
and effective. We could say more here, but there’s
no need.
messaging for
target markets
Who’s our target audience? The temptation is to say “everyone.” But not so fast. While we attempt to reach a broad and
diverse audience, there are some key groups that we tailor our messaging for, whenever possible.
The Shuswap
Visitors
One of our primary audiences is our own people.
We speak confidently and directly to the people
we know best and in a conversational tone.
We speak to visitors with humour, candor and
a healthy dose of questions. We want people to
stop. To stay. And ultimately to ask “What’s going
on here...?”
Activity / Adventure Seekers
Some people are already aware of the
Shuswap. We address them in a tone that
befits their activity.
Rest of the World
The rest of the world may never visit here, but we
tell our story to them like they should.
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Us
Some people might question the practice of speaking to yourself, but that’s precisely the most important group that
we communicate with; each other.
Our communication with our region and people is one of straight forwardness and directness. We can’t be contrived:
that would simply be condescending. When we speak to each other, we remind ourselves of our pride in our region, of
our positive attributes, of what we’re trying to accomplish, and congratulate each other on our successes. Our tone of
voice in communicating to each other should be pretty informal, like chatting with a neighbour over a cup of coffee, or
over the fence. Even better, get rid of the fence.
In the interests of being straight forward and direct, try and avoid using euphemisms and rhetoric like ‘positive
attributes’, and ‘euphemism and rhetoric.’
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Visitors
Visitors often hardly know anything about us. So we can just tell them whatever we want. Just kidding. However, what
we want is visitors to understand what makes us tick, why we’re proud to live here, why we’re proud to share it with
them, and what they can do to experience our region. We should tantalize them with experience possibilities, show
them that we’re readily approachable and that we want them to participate in our story. If we can convince them to
stay and play, great! If we can help them to smile, then job well done.
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Activity / Adventure seekers
There are those who seek out particular experiences. We have a number of well developed products to
offer in our region, and we need to be able to communicate to these specific visitor groups in a manner that
demonstrates we understand their experience expectations and that we are prepared to deliver. Our tone of
voice and messaging should be less generic than other audiences and more singly bold, in order to bolster
confidence in the Shuswap experience.
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The Rest of the World
It’s a big world. We don’t need to talk to everybody. But if we have the occasion to stand on the mountaintops and shout,
then we should tell parts of our story that are interesting or curious enough to make people want to investigate further.
Don’t brag, don’t inflate, don’t be pretentious, but be real. We have to capture the interest of the world (or any audience for
that matter) before we can invite them to save their soles, (or swap their shoes). Facts tell, but stories sell. Let’s make the
Shuswap a question that they have to ask us. The answers are available simply though a Shuswap experience!
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CORPORATE IDENTITY
When we go out to meet official people, we dress up (not just clean gumboots and fresh plaid either). Our official
correspondence is sharp, concise and means business. And it’s brand consistent because, really, there’s no reason to
be any other way. Use our corporate identity materials for all official correspondence.
Letterhead
Our letterhead is printed
in high volumes and can
be utilized for legal and
official correspondence.
As it is often used
as the first personal
correspondence, it should
be used with care. For
communications longer
than one page in length,
use ‘seconds’.
Correspondence should
use the font Arial, at 10
pt with line spacing set
to 1.5 lines. Attention
should be given to the
margins of the document,
allowing an appropriate
amount of white-space on
the right and left edges.
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Business Cards & Envelopes
Our business cards are often the beginning of
our story. For many, our cards may represent
their initial contact with the Shuswap. Therefore,
cards should reflect critical information, but also
provide a sense of confidence and brand essence.
Envelopes are designed to ensure continuity with
the remainder of the corporate package.
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website
Our website reflects our brand: simple, helpful, approachable and user friendly. It’s not a flurry of information or
a frenzy of ‘friends’, but it is a simple source of information about our region, its people, activities, story and how
people can participate in it. The website performs many roles, but two of the most critical are to introduce and to
inform. The website can often be people’s first contact point with our brand, so it needs to be concise. Our site
is not only a brand ambassador to the rest of the world, it represents our region to the people of our region. Our
communication on the site must keep in mind the diversity of the audiences that interact with it. In order to meet
the needs of that diverse audience, keep messaging simple! Give people information, but don’t overwhelm them.
Leave them room to create and discover their own experiences.
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apparel
A great brand is a brand that can be worn. All apparel should be of good quality and resonate with our brand. Do not
clutter apparel. Give the logo plenty of space and try to stick with neutral colours; earth tones, blacks, whites, greys,
navy and beige are preferred. The statement apparel should make is confidence, simplicity and approachability. Don’t
succumb to the temptation of making it complicated.
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vehicle signage
Any official vehicles, or transportation associated with Shuswap Tourism should be branded in some manner. At the very
least, include a decal with the logo and website URL. Ideally, each vehicle should be emblazoned with the Shuswap logo,
with the tagline ‘Beautiful. Natural. Down-to-earth.’ The logo decals need not be large, and should be positioned on the
vehicle in a way that or affords plenty of ‘white space’ (see Logo Usage Guidelines). In cases where it is not possible to
permanently brand vehicles, consider obtaining branded magnetic decals that can be placed on the vehicle.
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Our brand book is a tool to assist in guiding and strengthening our brand story and our brand’s visual
deployment. The information and usage discussed in this brand manual is provided to ensure our
brand story and identity retains its foundation through consistent and congruous dissemination.
Shuswap Tourism requests that our guidelines are followed and appropriate permissions are
requested concerning the usage and deployment of our brand. Completing and sending the form
contained in this document will assist us in ensuring we tell our story correctly, together.
Questions about our brand? Require additional information
on usage or distribution? Contact us at anytime:
[email protected]
S H U S WA P T O U R I S M B R A N D B O O K
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TRADEMARK LICENSE AGREEMENT
LICENSEE INFORMATION:
Full Legal Name of Licensee:
Address:
Contact Name:
Telephone:
Fax:
Email:
COMMERCIAL TERMS:
Trademarks:
Effective Date:
Initial Terms (Years):
Fees:
Wares: insert description of the goods that Licensee is permitted to sell in connection with the licensed marks–ensure that the
wares are covered by Licensor’s existing Canadian trademark registrations):
Services (insert description of the services that Licensee is permitted to sell in connection with the licensed marks – ensure
that the services are covered by Licensor’s existing Canadian trademark registrations):
Territory (describe the geographic Territory in which Licensee is permitted to use the licensed marks):
In consideration of the mutual promises and covenants contained in this Agreement, Licensee and Licensor hereby agree
to be bound by this Agreement. BY SIGNING BELOW, LICENSEE ACKNOWLEDGES AND CONFIRMS THAT IT HAS READ THE
COMMERCIAL TERMS (ABOVE) AND THE GENERAL TERMS AND CONDITIONS (ATTACHED), AND UNDERSTANDS THAT EACH
FORMS AN INTEGRAL PART OF THIS AGREEMENT.
LICENSEE:
Signature:
Name:
Title:
Name:
Title:
Shuswap PARTNERSHIP
www.ShuswapTourism.ca
Signature:
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GENERAL TERMS & CONDITIONS
1. DEFINITIONS: Terms and phrases not
defined in these General Terms and Conditions
have those meanings as defined in the
attached Commercial Terms.
2. GRANT: Licensor hereby grants to Licensee
a licence to use the Trademarks in Canada in
association with the Services and Wares in
accordance with the terms and conditions set
out on this Agreement.
3. FEES: Licensee shall pay to Licensor all Fees
described in the Commercial Terms.
4. OWNERSHIP OF TRADEMARKS: Licensee
acknowledges that Licensor is the owner of the
Trademarks. Licensee further acknowledges
Licensor’s claim to the exclusive right to
use the Trademarks in association with
the services for which the Trademarks are
registered and expressly covenants that,
during the term of this Agreement and after
the expiration or termination thereof or of
the rights of Licensee hereunder, Licensee
will not directly or indirectly contest or aid in
contesting the validity or ownership of the
Trademarks or take any action in derogation
of Licensor’s claimed rights therein or in any
way directly or indirectly assist or be a party
to any proceedings challenging the validity of
the Trademarks or the registration thereof or
Licensor’s title thereto.
5. GOODWILL: Any goodwill that is or may
be acquired from the use of the Trademarks
by Licensee either before the date of this
Agreement or thereafter shall vest in and be
the property of Licensor.
6. STANDARDS:
(a) Licensee shall use the Trademarks in
association with Services and Wares having
the character and quality established by
Licensor and as otherwise set out in this
Agreement (the “Standards”).
(b) Licensor shall have the sole and exclusive
right to set the Standards and to determine
whether the Services and the Wares in
conjunction with which the Licensee uses the
Trademarks conform with the Standards.
(c) Licensee shall in respect of each use of any
Trademark indicate that each Trademark is a
registered trademark owned by Licensor, by
referencing the Trademark with the symbol
“®” on the right shoulder of the Trademark
and by cross-referencing the following in
legible type on all material in connection with
which the Trademark is used:
® = registered trademark of Shuswap Tourism
Limited Partnership used by [insert name of
Licensee] under licence.
(d) Licensee shall promptly provide to Licensor
copies of all prints and publications bearing
the Trademarks.
7. TERM: Unless earlier terminated in
accordance with Section 8, the licence granted
herein shall commence on the Effective Date
and shall continue for the Initial Term and until
terminated as provided for herein.
8. TERMINATION: After the Initial Term, either
party may terminate this Agreement and
the licence granted herein upon ninety (90)
days notice to the other party. Further, if at
any time Licensee defaults under any of the
terms of this Agreement, Licensor may give
notice to Licensee setting forth the details of
such default and if Licensee fails to promptly
commence to cure such default, or having
commenced fails to proceed diligently with
the curing of such default, Licensor may,
upon notice to Licensee, terminate this
Agreement and the right of Licensee to use
the Trademarks, without prejudice to any
other remedy that Licensee may have by
reason of such breach. In addition, upon
notice to Licensee, Licensor may terminate
the Agreement if Licensee becomes bankrupt
or insolvent, if in the opinion of Licensor the
Trademarks are likely to or do become the
subject of a claim for trademark infringement
or passing off, or if for any reason the
Trademarks or any one thereof ceases to
be registered in Canada in respect of the
applicable Services or Wares.
9. EFFECT OF TERMINATION:
Upon termination of the rights of Licensee
hereunder:
(a) when requested, and without
compensation, Licensee will execute such
documents and do such things as Licensor
may require for the purpose of evidencing that
any goodwill that is or may be acquired from
the use of the Trademarks pursuant hereto is
owned by Licensor and that any and all rights
that Licensee may have had with respect to the
Trademarks have ended; and
(b) Licensee will discontinue all use of and
reference to the Trademarks and, on request
by Licensor, deliver to Licensor all materials
in its possession or under its control using or
making reference to the Trademarks.
10. ENFORCEMENT: Licensor reserves the
exclusive right to determine what action
or proceeding, if any, should be taken in
order to protect the Trademarks in Canada.
Licensee shall cooperate with and provide
reasonable assistance to Licensor in the
conduct or defense of any legal action, and
in the negotiations in respect of any legal
action relating to any of the Trademarks,
and Licensee shall provide to Licensor all
relevant data, information and material in
its possession which may be helpful in such
action or negotiation.
11. NO WARRANTIES: Licensor is licensing the
Trademarks to Licensee on an “AS IS” basis
and there are no express or implied warranties
provided by Licensor whatsoever, including,
without limitation, any warranty as to the
right to use the Trademarks or as to their
registerability in any jurisdiction.
12. INDEMNIFICATION: Licensee agrees to
indemnify, defend and hold Licensor (and its
directors, officers, employees, affiliates and
assigns) harmless against any and all losses,
liabilities, damages, costs, claims or expenses
(including legal fees on a solicitor and client
basis) based upon or arising out of Licensee’s
use of the Trademarks.
13. REMEDIES: The parties agree that the
remedy at law for any breach of any of the
provisions hereof will be inadequate and that
in the event of any such breach the parties and
their respective affiliates and successors shall
be entitled to injunctive relief in addition to
all other causes of action and remedies which
are available.
14. ASSIGNMENT: The permission to use the
Trademarks is nonexclusive and is personal
to Licensee and may not be assigned by
Licensee, and Licensee may not grant any
licences or sub-licences in respect of the
Trademarks.
15. FURTHER ASSURANCES: Licensee shall
sign such other documents and do such other
acts as Licensor determines to be necessary
in conjunction with Licensee’s use of the
Trademarks including, without limitation, any
documents that may be necessary to record
the license granted herein (if such recording
is required or, in the opinion of the Licensor,
advisable at any time in the future).
16. SURVIVAL: The provisions of sections
4, 5, 9, 10, 11, 12, 13, and 15 and all other
sections necessary for the interpretation
or enforcement thereof will survive the
termination or expiration of this Agreement.
17. GOVERNING LAW: This Agreement will be
governed by and interpreted in accordance
with the laws of the Province of British
Columbia and the laws of Canada applicable
therein.
S H U S WA P T O U R I S M B R A N D B O O K
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