Branding
Banding together for the Blueberries – New brand image for Tourisme Saguenay–Lac-Saint-Jean
Context of the mandate
Joining forces and reaping the fruits of our labour—these were the ideas behind the new brand image of the corporate arm of Tourisme Saguenay–Lac-Saint-Jean and the new Acoeur logo, intended to encourage local purchases and tourism. Two images that are as unifying and warm as the people who live there!
Strategy
A round shape was chosen to resemble a round table discussion, which illustrates the region’s mobilizing and unifying character. The arrows bring the focus to the blueberry. Why? Because that’s the sweet nickname for people who live in the Saguenay–Lac-Saint-Jean region! This graphic representation highlights the strong sense of belonging in the area and its friendly, warm and welcoming personality.
