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This presentation deals with the Federal Identity Program
and conveys the results of a study on the “Canada”
wordmark.
Strengthening presence and visibility
- 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
NOTES:
The Federal Identity Program is the Government of
Canada’s corporate identity program. It is an important
component of the government’s presence and visibility.
The Program helps Canadians recognize at a glance their
government at work for them by showing how and where their tax
dollars are being spent.
It facilitates access to government services and programs and
supports accountability through clear identification of those
services and programs.
A government-wide program
The Federal Identity Program covers some 160 Government of
Canada institutions and over 20,000 facilities in all regions of
Canada and abroad.
It applies to signs, vehicles, stationery, forms, advertising,
publications, Web sites and shared cost programs.
Symbols of government
The Coat of Arms, the flag symbol and the “Canada”
wordmark are the three symbols of the Government of Canada.
The Coat of Arms identifies ministers and their offices, as
well as institutions that report directly to Parliament.
The flag symbol identifies departments and a number of
agencies.
The “Canada” wordmark is the global identifier of
the Government of Canada.
“Canada” wordmark study
- Angus Reid Group conducted a study in August and September 1999
- “Canada” wordmark evaluated for awareness, recognition and other factors
- Respondents included general public and small businesses
NOTES:
The Angus Reid Group conducted a study on the
“Canada” wordmark on behalf of the Treasury Board
Secretariat in August and September 1999.
The survey included 1,500 general public representatives and
200 owners and operators of small businesses.
The “Canada” wordmark was evaluated for awareness,
location, frequency, recognition, credibility, reaction and
pride.
The national margin of error for the general public section of
the study was ± 2.5% 19 times out of 20. For the section
on owners/operators of small businesses, the margin of error
was±7.1% 19 times out of 20. The general population data
was weighted to reflect the regional and demographic make up of
the country.
Awareness
“Have you seen this symbol before?” Percentage
of general public saying “YES”
| CANADA |
77% |
| Quebec |
83% |
| Ontario |
77% |
| B.C. |
76% |
| Sask./Man. |
75% |
| Atlantic |
74% |
| Alberta |
71% |
| Small Business |
74% |
| Men |
80% |
| Women |
74% |
| 18-34 yrs |
86% |
| 35-54 yrs |
78% |
| 55+ yrs |
66% |
NOTES:
Seventy-seven percent of general public respondents and 74% of
small business respondents had seen the “Canada”
wordmark before.
Awareness of the “Canada” wordmark was highest in
Quebec, among men, younger Canadians and Canadians with higher
levels of income and education.
Location
“Where have you seen this symbol
before?”
(A = Government, B = Government of Canada, C = Combined)
| General Public: |
A = 48%, B = 23%, C = 71% |
| Small Business: |
A = 56%, B = 21%, C = 77% |
NOTES:
Respondents who had seen the “Canada” wordmark
were asked to specify where they had seen it.
Forty-eight percent of general public respondents and 56% of
small business respondents said they had seen it in government
locations, while 23% and 21% respectively mentioned Government of
Canada locations.
Respondents who mentioned government locations probably meant
Government of Canada locations given the very nature of the
“Canada” wordmark.
Frequency
“When was the last time you saw this
symbol?”
| Past Week |
37% |
| Past Month |
23% |
| Past 2 Months |
11% |
| Past 6 Months |
15% |
| Past Year |
8% |
| Over 1 Year |
3% |
| Don’t Know |
4% |
NOTES:
Sixty percent (37% + 23%) 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.
Recognition
“This symbol is used by all Canadian organizations or
the Government of Canada?”
| Government of Canada |
81% |
| All Canadian Organizations |
17% |
| Don’t Know |
2% |
NOTES:
When given two options for what the
“Canada” wordmark represents, 81% of general public
respondents associated the wordmark with the Government of
Canada, while 17% said that it represented all Canadian
organizations.
Results for small business respondents were almost
identical.
Recognition
“Thinking of the symbol, what are you most likely to
associate it with?”
(A = Government of Canada, B = Canada in General, C =
Both)
| CANADA |
A = 57%, B = 17%, C = 26% |
| B.C. |
A = 63%, B = 15%, C = 23% |
| Ontario |
A = 60%, B = 15%, C = 25% |
| Altantic |
A = 60%, B = 14%, C = 25% |
| Quebec |
A = 52%, B = 18%, C = 29% |
| Alberta |
A = 50%, B = 19%, C = 31% |
| Sask./Man. |
A = 46%, B = 23%, C = 30% |
| Small business |
A = 60%, B = 16%, C = 24% |
NOTES:
When given three options for what the
“Canada” wordmark represents, 57% of respondents
associated the wordmark with the Government of Canada, while 26%
said that it represented both the Government of Canada and Canada
in general.
Seventeen percent associated the “Canada” wordmark
with “Canada in general”.
Association with the Government of Canada was slightly higher
among residents of British Columbia (63%) and lower among
residents of Saskatchewan and Manitoba (46%).
Recognition
Demographic patterns
| Men |
59% |
| Women |
54% |
| 18-34 yrs. |
63% |
| 55 yrs.+ |
49% |
| University Graduates |
63% |
| No High School Education |
39% |
NOTES:
Recognition that the “Canada” wordmark represents
the Government of Canada was strongest among:
- men (59%), in comparison with women (54%)
- respondents aged 18 to 34 (63%), in comparison with respondents aged 55 years or over (49%)
- respondents with a university degree (63%), in comparison with respondents without high school education (39%)
Reaction
“Using a scale of 0 to 10 where 0=negative and
10=positive how do you view the symbol we sent
you?”
(A = Positive 7–10, B = Neutral 4–6, C = Negative
0–3)
| CANADA |
A = 75%, B = 20%, C = 5% |
| Ontario |
A = 78%, B = 18%, C = 4% |
| Sask./Man. |
A = 76%, B = 20%, C = 5% |
| Alberta |
A = 75%, B = 21%, C = 4% |
| Atlantic |
A = 75%, B = 24%, C = 1% |
| Quebec |
A = 72%, B = 19%, C = 9% |
| B.C. |
A = 71%, B = 25%, C = 4% |
| Small business |
A = 75%, B = 20%, C = 6% |
NOTES:
Overall, 75% of general public respondents said that they 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.
Regionally there were only slight variations.
Pride
“When I see this symbol it makes me feel proud to be
Canadian.”
(A = Strongly agree, B = Somewhat agree, C = Combined)
| CANADA |
A = 53%, B = 32%, C = 85% |
| Sask./Man. |
A = 63%, B = 29%, C = 92% |
| Atlantic |
A = 56%, B = 35%, C = 91% |
| Ontario |
A = 56%, B = 32%, C = 88% |
| Alberta |
A = 55%, B = 30%, C = 85% |
| B.C. |
A = 51%, B = 30%, C = 81% |
| Quebec |
A = 43%, B = 33%, C = 76% |
| Small business |
A = 48%, B = 34%, C = 82% |
NOTES:
Among general public respondents, 85% agreed with the
statement: “When I see this symbol, it makes me feel proud
to be Canadian”.
This strong agreement is consistent across the regions,
although slightly lower in Quebec (76%).
Comparatively, 81% of small business respondents agreed with
the statement.
Credibility
“When I see this symbol on information I have more
confidence in the information because I know it is from a
credible source.”
(A = Strongly agree, B = Somewhat agree, C = Combined)
| CANADA |
A = 45%, B = 40%, C = 85% |
| Atlantic |
A = 55%, B = 35%, C = 90% |
| Sask./Man. |
A = 48%, B = 41%, C = 89% |
| Ontario |
A = 45%, B = 42%, C = 87% |
| Quebec |
A = 46%, B = 37%, C = 83% |
| B.C. |
A = 40%, B = 42%, C = 82% |
| Alberta |
A = 39%, B = 39%, C = 78% |
| Small business |
A = 39%, B = 44%, C = 83% |
NOTES:
Eighty-five percent of general public respondents agreed that
they had more confidence in information bearing the
“Canada” wordmark.
Credibility was highest in Atlantic Canada (90%), and
Saskatchewan and Manitoba (89%).
Credibility was as high in Quebec (83%) as the national
average (85%).
Credibility was equally high among small business respondents
(83%).
Use of the “Canada” wordmark
“Government of Canada should use the symbol
on…”
(A = Strongly agree, B = Somewhat agree, C = Combined)
| Publications |
A = 76%, B = 22%, C = 98% |
| Web sites |
A = 76%, B = 20%, C = 96% |
| TV Advertising |
A = 72%, B = 23%, C = 95% |
| Event Sponsorship |
A = 71%, B = 23%, C = 94% |
| Buildings |
A = 63%, B = 29%, C = 92% |
NOTES:
There was almost unanimous agreement that the
“Canada” wordmark should be used by the Government of
Canada on:
- Publications (98%)
- Web sites (96%)
- TV advertising (95%)
- Event sponsorship (94%)
- Buildings (92%)
“Canada” wordmark = Government of Canada
- Very successful brand identifier
- High awareness
- Twelve million Canadians
- Predominantly positive views
- Adds credibility to information
- Overwhelming support for “Canada” wordmark
NOTES:
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.
As many as twelve million adult Canadians see the
“Canada” wordmark every month.
Canadians hold predominantly positive views of the wordmark
and believe it adds credibility to information.
There is overwhelming support for the continued use of the
“Canada” wordmark as the Government of Canada’s
brand identifier.
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