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The Imagine Education au/in Canada brand is the product of a joint effort by Foreign Affairs, Trade and Development Canada (DFATD) and the provinces and territories through the Council of Ministers of Education, Canada (CMEC). It enables governments, educational institutions, and various other participants in the education field to address international students in a consistent voice.

The Imagine Education au/in Canada brand suggests that the high value of the Canadian educational experience is unrivalled. The brand conveys a message of openness and supportiveness through the concept of "Empowered Idealism." The Canadian education system is founded on quality, and the brand aims to convince international students that the quality of a Canadian education will provide them with the tools they need to develop their full potential. The brand is intended to be a spring board that will help students fulfill their dreams and ambitions.

Imagine Education au/in Canada brand is a protected trademark owned by DFATD. The brand is licensed to the provinces and territories through the CMEC by an official Master Licence Agreement. Any unauthorized reproduction of the brand is prohibited.

DFATD and CMEC jointly established a Brand Use Eligibility Policy which ensures that only those institutions that provide assurance of high quality education, and the organizations that represent them, are eligible to use the Brand. Each year, provinces and territories submit[1] to the CMEC Secretariat a list of institutions that are eligible to apply to use the brand.

Who is eligible to use the Imagine Education au/in Canada brand?

Two types of users with distinct levels of access to the brand have been identified. The first type comprises the federal government, i.e. Foreign Affairs, Trade and Development Canada (DFATD) and other federal departments, as well as the provinces, through the CMEC, who are all authorized to use the entire brand platform.

The second type comprises educational institutions and organizations authorized to use the brand logotype through an agreement with the CMEC. To be authorized to use the Imagine Education au/in Canada brand on their promotional material, institutions and educational organizations must be eligible and have successfully received the authorisation to use it through a sub-licence agreement from the CMEC. Click here to consult the list of eligible institutions. The official list of authorized institutions appears in the Canadian Information Centre for International Credentials’ (CICIC) Web site.

The use of the brand by an educational institution signals that it consistently provides high quality education programs, deals with international students in accordance with recognized codes of practice, and is subject to quality assurance mechanisms that monitor adherence to set standards.

Chronology of the brand development

  • In 2007, DFATD was given the mandate to launch an education marketing campaign, which included creating a brand for Canadian education abroad, and was specifically directed to build on existing partnerships with provincial and private partners.
  • Starting in April 2007, DFATD, government departments (OGDs) and provincial ministries of education (through the CMEC) worked closely to create, develop and manage the education brand.
  • In May 2008 the deputy ministers of education of the 10 Canadian provinces and territories approved by consensus the proposed Canadian education brand. It was agreed that the brand would be jointly managed by DFATD and the CMEC Secretariat.
  • In June 2008, the Minister of International Trade approved the education brand concept and the joint governance principle for the brand by DFATD, on behalf of the federal government, and by the CMEC, on behalf of the provinces.
  • On September 22, 2008, the ministers of education officially launched the Canadian education brand in Fredericton, New Brunswick. It was immediately put to use by Canadian missions abroad.
  • In 2009, DFATD and CMEC jointly established a Brand Use Eligibility Policy which ensures that only those institutions recognized by the provincial governments and the organizations that represent them are eligible to use the Brand.
  • Starting in October 2009, the eligible educational institutions and organizations have had the right apply for the authorization to use the brand through an agreement with the CMEC.

[1] Decisions regarding eligibility are guided by recognized national and international standards of quality and practice, such as the Pan-Canadian Degree Qualifications Framework, the Procedures and Standards for New Degree Program Quality Assessment (CMEC Framework), and the Organisation for Economic Co-operation and Development (OECD) and United Nations Education, Scientific and Cultural Organization (UNESCO) Guidelines for Quality Provision in Cross-border Higher Education. | Return ↑

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