The following is an information sheet on the Expo 86 Federal National Awareness Program. It was issued by Expo 86 Federal Secretariat.
The Expo 86 Federal National Awareness Program
In 1986 Canada will host a World Exposition on Transportation and Communications in Vancouver from May 2 to October 13, 1986. The Exposition has the theme “World in Motion – World in Touch” and generally has the goals of demonstrating transportation and communications achievements, to examine contemporary transportation and communications concerns and to present future possibilities for moving people, goods and information.
In an effort to change the regional focus of the exposition and make it a truly national event, the Federal government has established a framework which will allow all Canadians to take part in celebrating not only EXPO 86, but also this country’s world leadership in the fields of transportation and communications. The basic objective of the program is to allow Canadians across the country to celebrate this and other related events in their own communities, even if they can’t visit EXPO 86.
To achieve this objective, a national theme and visual identity was required that would tie the program together. The theme that was developed is “It’s Our Year, in motion, in touch”. The visual identity or logo (appearing at the top of this page) takes the EXPO ’86’ and turns it into a shadow of the Canadian maple leaf, which represents the national program. The straight line represents the horizon line of the country and reinforces the national nature of the program. The appeal of this theme and logo lies in its universal application such that any group, association, department or company wishing to use it simply adds its name and instantly ‘owns’ the message.
The many corporate sponsors of EXPO 86 for example, can use the “It’s Our Year” logo to broaden their involvement in the exposition and take it across the country, particularly to areas where people are not expected to go to EXPO 86. In effect, this program gives these corporations more “bang” for their EXPO “bucks”.
The private sector will play an important role in spreading the message across the country. However, the program’s focus is one of cooperation between the public and private sectors, with each reinforcing the other’s activities and events throughout the year.
There are two other important aspects to the education and involvement. Canadians know little program about this country’s expertise and world leadership in the fields of transportation and communications. One of the principle aims of the program is to raise the level of awareness on the part of all Canadians about our leadership in these two important sectors. The educational program has been designed to accomplish this.
To generate involvement, regional committees have been struck, headed by community and corporate leaders in each province. These committees are mandated to ‘piggyback’ the national program onto existing events and to create others around significant discoveries and innovations in these two fields that may have taken place in their communities.
Five key departments have been identified as having the greatest potential for using the program and spreading the message: Transport, Communications, DRIE, the Secretary of State (Canada Day) and the trade side of External Affairs. Through use of this program and message on all publications, as well as through industrial contacts and opportunities identified by these departments, the trade potential EXPO 86 offers these two Canadian industrial sectors becomes heightened. By taking part in the program, Canadian companies become identified with this initiative and can thus take advantage of another opportunity to promote their products and services as the program gathers momentum and becomes widely recognized.
The program will be announced in the Fall and will run from January to December, 1986.
For further information contact:
Mr. William Pascal, Executive Director,
Federal Coordination Secretariat, EXPO 86
The 1986 World Exposition
Vancouver, British Columbia, Canada
May 2 – October 13, 1986
A physical copy of this document is part of the federal identity archive.