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In 1999, the Angus Reid Group conducted a study on behalf of the
Treasury Board Secretariat to evaluate awareness and recognition of the
"Canada" wordmark as the Government of Canada's brand identifier.
In summary, the study showed that the "Canada" wordmark is
a very successful brand identifier for the Government of Canada. There
is high awareness of the wordmark across all regions and demographic
groups, and as many as twelve million adult Canadians see it every month.
Canadians hold predominantly positive views of the wordmark, which fosters
pride in being Canadian and helps to promote confidence in Government of
Canada information. There is overwhelming support for the continued use
of the "Canada" wordmark as the Government of Canada's brand
identifier.
Results of the "Canada" wordmark study:
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Here are the highlights of the study.
After receiving copies of the "Canada" wordmark by mail,
1500 general public respondents and 200 owners and operators of small
businesses were interviewed by telephone. They were asked a series of
questions to determine their awareness of and attitudes toward the
"Canada" wordmark as the brand identifier of the Government
of Canada.
77% of general public respondents and 74% of small business
respondents had seen the "Canada" wordmark before. 60% of respondents had seen the "Canada" wordmark over
the previous month. This means that as many as 12 million Canadians
18 years of age or over see the "Canada" wordmark each and
every month. When given two options for what the "Canada" wordmark
represents, 81% of general public respondents and 80% of small
business respondents associated the wordmark with the Government of
Canada. 75% of general public respondents held a positive opinion of the
"Canada" wordmark, compared to only 5% who held a negative
view and 20% who were neutral. Results for small business respondents
were almost identical. 85% of general public respondents and 81% of small business
respondents agreed with the statement: "When I see this symbol
it makes me feel proud to be Canadian." 85% of general public respondents and 83% of small business
respondents agreed with the statement: "When I see this symbol
on information I have more confidence in the information because I
know it is from a credible source." There was almost unanimous agreement that the "Canada"
wordmark should be used as the Government of Canada's brand identifier
on the following applications:
- publications (98%)
- Web sites (96%)
- TV advertising (95%)
- event sponsorship (94%)
- buildings (92%)
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