From CBC:
“More than trees and tents: Parks
Canada looking to update its image”
Parks Canada will soon launch a
brand refresh, aimed at placing more attention on national historic sites, such
as the Halifax Citadel National Historic Site. (Brett Ruskin/CBC) Parks Canada
says it's best known for managing the country's national parks, but wants to
let the public know there's more to the agency than just trees and tents. According
to a request for proposals published last week, the agency is seeking to hire a
contractor to refresh its branding. "The
organization currently has challenges in communicating its purpose and the
broad range of its responsibilities in a consistent, clear and compelling
way," the document said. In addition to Canada's network of 46 national
parks, the agency is also responsible for 171 national historic sites and four
national marine conservation areas. The agency's brand recognition jumped in
2017, when it offered free admission to all its sites for Canada's 150th
birthday celebrations. Still, much of the focus was centred on national parks. Beaver
stays, but font and colour may change The broad goal of the project is to
create a consistent brand identity. The hired contractor will be asked to
consult with stakeholders and write a "corporate summary" — a single
paragraph that explains what Parks Canada is, and what the agency does. Since
the hiring process is underway, Parks Canada officials declined to do an
interview. They did, however, answer questions via email. "This project
will focus on consolidating the visual appearance and communications of the
brand identity," wrote Megan Damini, a spokesperson for Parks Canada. The project's scope of work asks the
contractor to review the current brand's visual style, voice, colour and
typography. The request for proposals lists the value of Parks Canada's signage
at approximately $40 million. While the brand refresh will update many aspects
of the agency's public image, it's likely the basic signage will remain
unchanged, since the cost to modify it would be so high. Specifically, the contractor will be asked to
"consider the lack of Indigenous language support, and provide
recommendations to renew Parks Canada's typographic standards, including the
potential to commission a bespoke typeface." However, "there are no plans to change
the Parks Canada [beaver] logo," wrote Damini. The consultation phase of
the rebranding will be complete next spring. The refreshed brand will be
launched in early 2021.
^ A basic rebranding will
hopefully show more Canadians and foreign tourists what Parks Canada has to
offer and will entice more people to visit the different parks and historical
sites (or to go back to ones they have already been to.) I've been to many parks and historical sites run by Parks Canada in: Ontario, Quebec, New Brunswick, Prince Edward Island and Nova Scotia and hope to go to many more (especially in different provinces and territories.) ^
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