Niagara

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

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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.

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Because strong brands create powerful images in peoples minds.
Right now, Niagaras image is incomplete and does not reflect 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 with
consumers 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.

why
brand?

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 Original positioning 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 a

snazzy tag line, nor is it about any one
product or service or event that you
offer, nor is it controlled by any one
person 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 is
defined 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 defined by what we say it is, but
rather it is defined 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 Original will tap into peoples emotional needs and help to
positively shape their beliefs from this point forward.

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Niagara is
already a
global brand
that enjoys
great recognition
due to being
the home of
a global icon.
That is a fact.

However, according to consumer research we recently commissioned

by Longwoods International and The Strategic Counsel, current
perceptions of 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 or
well defined at present.

The reality is that our research shows

that anyone who visits the region
comes away extremely impressed and
confirms that we have the goods to
become top-of-mind for tourists and
investors by stressing our competitive
advantages as a unique touring
destination with an extraordinary
variety of things to see and do.
Niagara is seen as a place worthy of
business investment due to such
factors 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, strong
manufacturing base and strong
post-secondary institutions.

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The process to build this regional brand

was a purposeful and highly inclusive
one, designed by stakeholders from
the inside out and validated with
consumer insight from the outside in.

stakeholder interviews

municipal group 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.

business leader interviews

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How do we connect
to people with a
promise of what their
Niagara Original
experience will mean?

inventive

accessible

vivid

abundant

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 reflect 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 find what they need, when they
need it through easy to access information and service.

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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.

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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

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brand promise

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Niagara Original
is about

Discover Niagara, Canada.

Enticingly close, surprisingly diverse, totally original.

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

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original=

abundant
authentic
beginnings
history
inventive
one-of-a-kind
rare
surprising
unexpected
unique

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We believe that
Niagara Original
fulfills the criteria
for a strong brand
positioning because

It is community led and

is 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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And how do the

positioning elements
come together to
bring the Niagara
brand to life with a
fresh new look?
Like any great brand, it is really
the creative spark or idea behind
the brand that matters and not any
one creative execution or tagline.

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 flexible 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 the
marketplace. Following are
some creative examples

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Bringing
Niagara Original
to life. continued
PRODUCT PACKAGING

PROMOTIONAL ITEM

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Bringing
Niagara Original
to life.
TRADE SHOW BOOTH

CO-BRAND WEBSITE

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Bringing
Niagara Original
to life.

PUBLICATION / GUIDE BOOKS

Golf
Niagara

Wineries
Niagara

Destination
Niagara

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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

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17

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

The Icon

Wordmark

02 signature options

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.

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17

Vertical Signature

The elements of the signature are fixed in size and

proportion and must not be altered. Text and fonts
should never be substituted.

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

03 clear space & minimum size

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.

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Vertical Signature

The clear space is defined by the letter g in

original.
Note that this is the minimum recommendation for
clear space and more is preferable where possible.

Horizontal Signature

04 signature colours

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21

The colour palette for Niagara Original when

consistently applied in combination with photography,
graphics and fonts helps to define, communicate and
reinforce our brand.
Ideally, the signature should appear in Niagara
Original Red.
However, part of the spirit, flexibility and uniqueness
of our brand allows for the signature to be reproduced in an approved palette of secondary colours
(see Section 06 for these colour specifications) and
photographic images (See Section 05 for direction
regarding 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.

Niagara Original Red

(our primary colour)
PMS 185
C0 M91 Y76 K0
R239 G62 B66
WEB EF3E42

Black
K100

Approved Secondary Colour Palette

(see Section 06 for colour breakdowns)

Reverse to White

05 signature photography

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.

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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.

Sample Photography

Sample Illustration

Sample Texture

06 colour palette

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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 flexibility 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.

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

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In addition to the Niagara Original signature,

a series of sectoral signatures have been
created to help support and express the brand.
Instantly identifiable icons have been chosen
to speak to the specific sectors which they
represent. These signatures have been
created specifically 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.

Academics

Agribusiness

Attractions,
Amusements

BIOSCIENCE

Conservation Areas,
Outdoors

Culinary

Cycling

gaming

Golf

All organizations may choose to adopt EITHER

the master Niagara Original signature OR
choose from ONE of these sectoral signatures.
The elements of the sectoral signatures are
fixed 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 specifications)

07 sectoral signatures

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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:

GREEN

HEALTH & WELLNESS

HISTORY

HORTICULTURE/
GREENHOUSES

HOTELS, INNS,
UNIq UE ACCOMMODATIONS

NIAGARA PRODUCE

PERf ORMING ARTS

RESEARCH

WINE

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 info@niagaraoriginal.com or call
(905) 685-1308.

The authorized user of the Niagara Original brand

will save harmless and protect the Niagara Economic
Development Corporation, its affiliate, successors and
assigns in relation to any claims made against any of
them and/or their officers, employees or directors, for
any improper and unauthorized use of the brand by
the licensee.
The license to use the brand will automatically terminate
in the event that the licensee is in breach of these Brand
Guidelines and at such time the licensee shall immediately
cease to use the brand and shall remove all references
to it in relation to the licensees business.
For further examples of Sectoral Signatures,
please see the "Icon Bank" on the Niagara Original
website at www. niagaraoriginal.com
PARKS

08 fonts

Consistent use of typography plays a key role in

communicating the brand identity.

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Primary Font

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.

Gotham Light
Gotham Book
Gotham Bold
Gotham Black

As a general guide, Clarendon is to be applied

very 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.

Complementary
Font

Clarendon Bold
Clarendon Roman
Clarendon Light

10 imagery

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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 reflect 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.

inventive
abundant

For more information on using Niagara Original

please get in touch by email at
info@niagaraoriginal.com 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.

warm

unique

inspiring

authentic

accessible
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 info@niagaraoriginal.com or call 905-685-1308.

Niagara Original
Niagara Economic Development Corporation
3550 Schmon Parkway
2nd Floor
Thorold, ON
(905) 685-1308
www.niagaraoriginal.com