Canada. For Glowing Hearts

In 2017, Destination Canada began to review and refresh our brand. Previously, we positioned Canada as a destination that would inspire travellers to “Keep Exploring”. Yet traveller expectations have evolved from experience-based travel to transformation-based travel. In addition, we know that pride in where people choose to travel is the number one driver in their decision making. Our brand must reflect these insights.

We worked with our agency to uncover a distinctive, ownable brand positioning for Canada that reflects travellers’ perspectives today.

With this foundation, we are launching our new brand inspired by our tagline “For Glowing Hearts”. (In French: Le cœur grand ouvert).

One element of our new brand is its distinctive logo. It’s a reflection of Canada, a study in movement and evolution rooted in our country’s bold colour and iconography. Here, we take the nation’s pulse and feel its heartbeat. It’s an embodiment of the positive energy that makes hearts glow.

We invite our industry, our partners and all Canadians to share in our story.

Download the new logo and our brand booklet and learn more on our website. 

Thank you for being part of our story.