Bring Saskatchewan's Brand to Life
Every tourism business plays a role in shaping how visitors see Saskatchewan.
The Tourism Saskatchewan brand captures what makes our province distinct, from wide-open landscapes and vibrant communities to unexpected experiences and the people who bring them to life.
Brand Partner Toolkit
The Brand Partner Toolkit gives Saskatchewan tourism operators and organizations access to approved brand assets, regional identities and practical guidance to help strengthen their marketing. By aligning where it makes sense, we can build a more recognizable and compelling destination brand while continuing to showcase the unique character of individual businesses and communities.
Our Brand
A Unified Strategy for Global Competitiveness
Perception influences where people choose to travel. As destinations around the world compete for attention, Saskatchewan has an opportunity to stand apart by showing up boldly, authentically and unmistakably as ourselves.
Tourism Saskatchewan's brand strategy provides a shared foundation for telling Saskatchewan's story. When tourism partners reinforce that story through their own marketing, we create a stronger collective voice and help travellers build a clearer picture of what makes Saskatchewan worth discovering.
Brand Essence: Un-limited Personality
Saskatchewan is defined by potential, optimism, grit and determination. We are not constrained by convention, expectations or the limitations others place on us.
Brand Promise: A Place That Moves You Beyond Estimation
Saskatchewan delivers unexpected beauty, memorable experiences and moments of discovery that challenge expectations and leave a lasting impression.
Brand Story: Real Experiences That Set You Apart
Our strongest stories are authentic. We showcase the people, places and experiences that make Saskatchewan distinctive through stories that invite travellers to discover more, experience more and share what they find.
Find Your Travel Zone
Four Regions. Four Distinct Ways to Experience Saskatchewan.
Saskatchewan's visitor experiences are organized into four travel zones, each with its own character, stories and visual identity.
Tourism partners can use their travel zone to guide messaging, colours, imagery, icons and partnership badges. This creates a connection to the provincial brand while allowing each region and business to maintain its own identity.
Northern Lights & Waterways
Wild. Remote. Rewarding.
This is Saskatchewan at its most untamed. Tell stories that embrace challenge, discovery and the sense of accomplishment that comes from venturing beyond the familiar.
Voice: Gritty, wild and remote
Story focus: Wilderness, challenge, exploration and bragging rights
Partner badge: IN THE WILD
Living Skies & Badlands
Open landscapes. Deep roots. Stories worth sharing.
Celebrate Saskatchewan's grasslands, ranching traditions, horses, history and expansive landscapes. Tell the stories that connect visitors to the land while representing the histories and cultures of the region with care and authenticity.
Voice: Historic, wide open and spirited
Story focus: Grasslands, ranching, horses, heritage and shared histories
Partner badge: IN THE SADDLE
Prairie Life & City Lights
Culture, flavour and unexpected discoveries.
Show visitors the Saskatchewan they might not expect. Highlight local food, arts, culture, shopping, entertainment and the hidden gems that make exploring our cities and communities rewarding.
Voice: Flavourful, surprising and experience-rich
Story focus: Food, culture, hidden gems, local businesses and unexpected detours
Partner badge: IN THE MIX
Unlimited Lakes & Parkland
Easygoing adventure in every season.
Showcase outdoor experiences that are welcoming and accessible, whether visitors are trying something new or returning to a favourite Saskatchewan tradition. Balance adventure with comfort, amenities and opportunities to slow down and reconnect.
Voice: Fun, accessible and seasonal
Story focus: Lakes, parks, recreation, approachable adventure and four-season experiences
Partner badge: IN THE ELEMENTS
Brand Assets
Everything You Need to Get Started
Access approved Tourism Saskatchewan assets to bring greater consistency and connection to your marketing.
Typography
Our typography reflects Saskatchewan's character: sturdy and resilient while remaining open, welcoming and contemporary.
Includes Black, Semibold and Regular weights.
Regional Colour Palettes
Each travel zone has an approved colour palette that reflects the character of the region and connects it to the broader Saskatchewan destination brand.
Includes specifications for Leather, Mustard, Football Green, Living Skies and Midnight Sky.
Maps and Icons
Use approved maps and icons to help visitors understand where experiences are located and quickly identify the types of experiences available.
Partnership Badges
Show your connection to Saskatchewan's destination brand with the partnership badge associated with your travel zone.
Badges can be incorporated into eligible marketing materials to connect your business or organization with the broader Saskatchewan visitor experience.
Using the Brand
Keep It Consistent. Make It Your Own.
The Tourism Saskatchewan brand is designed to strengthen your marketing, not replace the identity of your business or organization. Use these tools to create a recognizable connection to Saskatchewan while continuing to tell the stories that make your experience unique.
Keep It Legible
Choose asset variations that provide strong contrast and remain easy to read. Use white versions of text, icons and badges when placing them over dark colours or photography.
Use Your Travel Zone
Use the colours, icons, messaging cues and partnership badge associated with your travel zone. Consistent regional identities help visitors understand where experiences are located and connect individual businesses to the broader Saskatchewan experience.
Lead With Stories
Show people what makes your experience worth travelling for. Focus on real people, memorable places and authentic moments rather than simply listing features or amenities.
Stay Authentic
Use the provincial brand as a foundation while maintaining your own voice. The goal is not for every Saskatchewan tourism business to look or sound the same. It is to create a recognizable thread connecting the experiences that make Saskatchewan distinct.
Ready to Put the Brand to Work?
Download the complete Brand Partner Toolkit to access approved fonts, colours, maps, icons, partnership badges and supporting resources.