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Brand Resources


Brand Playbook

Brand playbook

The world needs more Canada—and our Brand Playbook helps us share our love for Canada with the world. Explore Canada’s radical openness through our brand story, brand identity, examples of our brand in action and downloadable brand assets.


Go to the Brand Playbook



The Brand Canada Library brings Canada’s open hearts, open minds and open spaces to life. Access thousands of visual assets, from breathtaking images of vast landscapes and majestic wildlife to vibrant portraits of authentic Indigenous experiences and sophisticated urban culture.


Go to the Brand Canada Library


Our beloved logos identify Canada the world over, strengthening brand resonance among travellers everywhere. Ensure our brand identity is perfectly positioned by using our consumer and corporate logo files, guidance on usage and tips on placement.


Download logos

Explorer Quotient

What is Explorer Quotient?

The Explorer Quotient Toolkit provides tourism businesses with valuable insights into why and how different people like to travel.

Explorer Quotient goes beyond traditional market research of defining people. It looks deeper at individuals’ personal beliefs, social values and views of the world to learn exactly why different types of travellers seek out entirely different travel experiences.

Note, Destination Canada will be launching a new traveller segmentation program that will replace Explorer Quotient in 2024. For more details about the program please visit the Canadian Tourism Data Collective.


Explorer Quotient

Explorer Quotient Resources

Here are some tools to get you on your way to more fully understanding Explorer Quotient. This is just a taste of what is available. Many more resources are available if you choose to pursue Explorer Quotient and gain an advantage in the competitive global travel market.