Project: Design and develop the Regional Tourism Organization 9 (RTO9) Bilingual Name, Brand Identity, Positioning Statement, Brand Application Strategy and Brand Identity Guidelines. The brand must be versatile and representative of the entire region. Background: In 2010, the government of Ontario established Regional Tourism Organizations (RTOs) in 13 new tourism regions across the province. These RTOs were created with the goal of building and supporting competitive, sustainable tourism regions in order to attract more visitors, generate more economic activity and create more jobs across the province. RTO 9 encompasses Hastings County, parts of Frontenac County, Leeds & Grenville, Lennox & Addington, Prince Edward County, Stormont, Dundas and Glengarry County.
Brand Criteria: Through our research it was determined that the psychological and experiential aspects that brand for Region 9 should convey to the target audience include the following: Primary: Water, History, Culture, Diverse, Vibrant, Natural, Authentic Secondary: Fun, Welcoming, Friendly, Exciting, Innovative, Adventurous, Entertaining, Relaxing, Clean, Limitless, Quaint, Active, Unique, Beautiful, Scenic, Picturesque, Dynamic, Outdoors, Relaxed, Recreation and Collaboration (between the sub-regions.)
Naming Solution: The Great Waterway (La Grande Voie d’Eau) ‘Great Waterway’ modified from the original Mohawk name of the St. Lawrence River ‘Kaniatarowanenneh’ (big waterway) “Great” implies abundance, importance, honorable, heroic, celebrated, distinguished, impressive, wonderful; first-rate, and more. Great also implies that we are the top water attraction, bigger and better than any other in the area, and the most worthy of exploration. French Translation: Great = Grande. Encompasses the aspects of: historical, scope, authenticity, uniqueness, as in Great Wall, Great Escape, Great Lakes, etc. Waterway = Voie d’eau. Reference to water, limitlessness, adventure, outdoors, scenery, nature etc. Tagline: In every sense. = Dans tous les sens. ‘Sense’ is a multi- layered word from which we’ve drawn double meaning. It refers rst to the physical senses of touch, taste, sight, smell and hearing. On a secondary level, sense refers to awareness, perception, understanding, imagination, intelligence, insight, ambience, aura, soul and spirit. Sense can be a surface, physical awareness, and at the same time, something much deeper.
Visual Solution: The visual identity is a symbolic articulation of everything that makes the region unique. The type, shapes and colours combine to create a sense of collaboration, excitement, celebration and culture. The logomark represents the many tributaries of The Great Waterway and the unlimited ways in which you can enjoy the region’s assets. They also reflect the region’s multiple communities coming together in collaboration. Radiating upwards, the waves indicate growth and infinite possibility. The movement implied in the waves brings energy to the logo. It promises visitors a dynamic, exciting experience, which they can enjoy with abandon. The manner in which the logomark bursts from the ‘G’ is festive and celebratory. The choice of colours further illustrates the diversity of assets in the region. Freshwater Blue highlights the region’s star feature, the waters of the St. Lawrence River and Lake Ontario. Canadian Sky is reminiscent of the region’s historical buildings, cobblestones and deep waters. Redcoat hints at the rich history of the region and the heart of what makes us Canadian. Finally, Vineyard Gold suggests sandy banks, grapevines, and the warm glow of theatre lights.
