The “Canada” Wordmark

Federal Identity Program A key element of presence and visibility Makes government visible in the lives of Canadians Shows how and where tax dollars are spent Visible government = accessible government = accountable government Strengthening presence and visibility

A government-wide program

Coat of Arms Flag symbol “Canada” wordmark Symbols of government

Angus Reid Group conducted study in August and September 1999 “Canada” wordmark evaluated for awareness, recognition and other factors Respondents included general public and small businesses “Canada” wordmark study

CANADA Quebec Ontario B.C. Sask/Man Atlantic Alberta Awareness 71% 74% 75% 76% 77% 83% 77% “Have you seen this symbol before?” Percentage of general public saying “YES” Men Women yrs yrs 55+ yrs 66% 78% 86% 74% 80% 74% Small Business

General Public Small Business Location 48% 56% 23% 21% Government of Canada 77% 71% COMBINED “Where have you seen this symbol before?”

Past Week Past Month Past 2 Months Past 6 Months Past Year Over 1 Year Don’t Know Frequency 37% 15% 3% 11% 4% 23% 8% “When was the last time you saw this symbol?”

Government of Canada Recognition 17% 81% “This symbol is used by all Canadian organizations or the Government of Canada?” All Canadian Organizations 2 Don’t Know %

CANADA B.C. Ontario Altantic Quebec Alberta Sask/Man Small business Recognition “Thinking of the symbol, what are you most likely to associate it with?” 57% 17%26% 14%60%25% 18%52%29% 15%60%25% 23%46%30% 19%50%31% 15%63%23% 16%60%24% Canada in GeneralGovernment of Canada Both

Men Women yrs. 55 yrs.+ University Graduates No High School Education Recognition Demographic patterns 59% 49% 39% 63% 54%

CANADA Ontario Sask./Man. Alberta Atlantic Quebec B.C. Small business Reaction “Using a scale of 0 to 10 where 0=negative and 10=positive how do you view the symbol we sent you?” 75% 20%5 19%72%9 20%75%6 24%75%1 21%75%4 20%76%5 18%78%4 25%71%4 Neutral 4–6Positive 7–10 Negative 0–3 %%%%%%%%

CANADA Sask/Man. Atlantic Ontario Alberta B.C. Quebec Small business Pride “When I see this symbol it makes me feel proud to be Canadian.” 53% 51% 55% 56% 63% 43% Somewhat agreeStrongly agree 32% 30% 32% 35% 29% 33% 85% 81% 48%34%82% 85% 88% 91% 92% 76% COMBINED

Credibility “When I see this symbol on information I have more confidence in the information because I know it is from a credible source.” CANADA Atlantic Sask/Man Ontario Quebec B.C. Alberta Small business 45% 40% 46% 45% 48% 55% 39% 40% 42% 37% 42% 41% 35% 39% 85% 82% 39%44%83% 87% 89% 90% 78% Somewhat agreeStrongly agree COMBINED

Use of the “Canada” wordmark Publications Web sites TV Advertising Event Sponsorship Buildings 76% 63% 71% 72% 76% 22% 29% 23% 20% 98% 92% 94% 95% 96% Somewhat agreeStrongly agree COMBINED “Government of Canada should use the symbol on…”

Very successful brand identifier High awareness Twelve million Canadians Predominantly positive views Adds credibility to information Overwhelming support for “Canada” wordmark = Government of Canada