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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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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:
