Tourism New Brunswick is thrilled to launch a new brand for marketing New Brunswick as a global tourism destination.

The Brand Play Book and Resources are designed to help our industry partners understand the research, planning and creative process approach Tourism New Brunswick took to build and roll out this new brand.


New Brunswick is the antidote to overcrowded, overproduced vacations. It’s a place where people haven’t forgotten the importance of the simple things in life. Where discoveries are real and experiences aren’t made out of plastic. It’s where you’ll find the time to slow down, the space to breathe and take it all in, and the energy to make transformational connections… with nature, with our locals, and with each other.

New Brunswick is a place where you’ll reconnect with your life, and when you leave you’ll take a piece of it with you.

Brand Experience: Natural & Approachable
• Unfiltered Nature – Mountains, rivers, and sea: Fresh air, flowing waters, nature trails and wildlife.
• Approachable Experiences – both urban and natural
• Genuine, Kind People – from diverse cultures

Brand Values: Genuine & Authentic
– In New Brunswick you will find people who follow their traditions, treasure their families, and remain unapologetically true to themselves.

Brand Personality: Friendly, Relaxed, Fun

Brand Persona: THE HOST – No matter where you started or why you came, we’ll make sure you take a piece of New Brunswick with you. Those good memories will tide you over until you get back.

Brand Resources

Brand Playbook

This guide cover all aspects of our brand guidelines. It is the resource to use when developing materials to promote New Brunswick.

NB Brand Playbook

#Explore logos

Our #NB Explore have various uses and formats, download the guide and the formats below.

NB Explore logos

Digital Image Bank

Visit our Image and Video bank for on-brand assets that you are free to use.

For assistance in sourcing the perfect image or video for your needs please contact Elana Kelly.

Resources For Filming

Film Permit Request Form
Creator Form
Model Release Form
Film Premises Form

Mood Boards

A sampling of the style and tone of our on-brand imagery and video.

Model Release Form

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Contact Us:
For information or questions about the Brand Playbook or Brand Resources, please contact __