The Government of Canada commissioned a branding project for the 2010 Olympic and Paralympic Winter Games in Vancouver. A unified branding system was developed that complied with both existing federal identity standards as well as the Games' branding. The branding system included a comprehensive kit of parts that allowed for consistent application across various mediums while maintaining a cohesive voice. Detailed graphic standards manuals guided outside agencies in properly implementing the branding for over 32 government departments and initiatives to promote the Games. The Canada 2010 brand was successfully rolled out across the country thanks to the clear guidance and file formats provided.

1. methodbranding.com
Canada 2010
Creating a uni f i ed voi ce for Ca nada
Capabilities applied
Brand audit
Brand identity design
Brand implementation
Brand identity standards
Launch date
2008
Sectors
Government
Sports and entertainment
The situation
As host country for the 2010 Olympic and Paralympic Winter
Games, held in Vancouver, B.C., the Government of Canada
decided to put forward a consistent and distinctive look for all
its communication products and initiatives. The look had to
articulate the Government’s vision for the Games, and was to be
used by over 32 Government departments and agencies. Part of
the challenge of this engagement was that the design had to
comply with both the Federal Identity Program (FIP) elements,
as well as the Vancouver 2010 emblems and graphic standards.
Actions
Integral to the project’s success was a well-planned and thought-
out “kit of parts” that allowed for the selective application of
various branding elements to different media while creating a
unified voice. This approach was selected to help ease its use
by the many outside design and advertising agencies that were
to implement the Government’s vast communications materials
for the Games. The branding system was applicable to materials
as varied as stationery, fact sheets, kit folders, brochures of

2. Government
of Canada
Gouvernement
du Canada
Ensemble en 2010
Soyez de
la partie
Together in 2010
Get in
the Games
2010 Olympic and
Paralympic Winter Games
Federal Secretariat
Secrétariat fédéral des
Jeux Olympiques et
Paralympics d’hiver de 2010
Government
of Canada
Gouvernement
du Canada
different formats, sizes and languages; signs and banners;
vehicles; electronic media from web sites, television, film and
video to new media such as podcasts and mobile phone content;
advertising media; promotional give-away items such as magnets,
buttons, pins, shirts, other clothing items, hockey pucks, etc.
Separate English and French graphic standards manuals were
issued as navigable PDF documents, containing a comprehensive
catalogue of all relevant artwork files with descriptions, file
formats and primary use reference. The Graphic Standards Guide
also discussed the “Canada 2010 Brand” in the context of how
the new corporate look had to adhere to all Federal Identity
Program (FIP) regulations.

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Results
The Canada 2010 brand was fully rolled out by many agencies
across Canada. Due to the successful deployment of the Canada
2010 intranet site and the clear, concise nature of the Graphic
Standards Guide, all file formats and design suggestions were
employed successfully.
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Les éléments sont centrés
Taille minimale de 15 mm
(0,59 po ou 43 pt)