Conference Theme
"Pure Yukon - Pay It Forward" holds a great deal of meaning for TIA Yukon and has particular relevance to our goals with the 2008 Yukon Tourism Industry Conference. There may be few words, but there is great depth. Read below to learn more about the story behind "Pure Yukon - Pay It Forward".
Pure Yukon
In terms of environmental, economic and social sustainability, Yukon’s starting point is enviable. Unlike many jurisdictions on this planet, we are not burdened by:
• extensive urbanization,
• water, air or soil quality issues,
• resource-depletion,
• economic malaise, or
• a far remove from our natural environment
In fact, if we begin to act now, the issue of sustainability can be viewed from the perspective of maintaining our positive attributes and working towards passing them on in our communities today and to future generations.
The slogan Pure Yukon—pay it forward suggests a number of things
• “pure” speaks to being environmentally pristine and also to real or authentic Yukon
• Pure Yukon suggests we are starting from a position of environmental, social and economic integrity
• it resonates on an altruistic, even inspirational level
• we have been given a gift; let’s give it again to future generations
• it has touchpoints on all our issues: environmental (purity), economic (paying),and social (the notion of passing something on)
Pay It Forward
The concept of paying something forward was first described by Benjamin Franklin in a letter to a friend whom he’d lent money in 1784: “When you [...] meet with another honest Man in similar Distress, you must pay me by lending this Sum to him; enjoining him to discharge the Debt by a like operation.”
The term “pay it forward” was popularized by Robert A. Heinlein in his book Between Planets, 1951. Others adopted the concept and it reached a wide audience with the publication In 2000 of Catherine Ryan Hyde's novel Pay It Forward, later adapted into a Warner Brothers film of the same name.
In terms of sustainability as it applies to Yukon’s Tourism Industry, the concept of paying it forward can be viewed as a never-ending chain of small actions that cumulatively have a large impact. Which makes it truly a larger-than-life concept.
Visual Rationale
Pureyukon as one word
• it is our brand: it is how we perceive our place in whatever context we wish to think about it: the environment, economy, society, or all combined
• all lower case to emphasize collective ownership and responsibility
three hands passing on from one to the other
• shows that it is a human responsibility, it is about being involved, passing something on rather than keeping it to oneself
• emphasizes community and communing with each other
• gentle and fleeting, lightly holding for little impact
• forward and upward movement, inspirational and looking to the future
colours (green, blue, yellow)
• fresh, spring-like and inspirational colours (particularly relevant to a tourism industry spring conference)
• green and blue relate to purity (environment)
• yellow is bright, hopeful, and relates to the warmth of the human dimension.
"Pure Yukon - Pay It Forward" Design and Rationale Sponsored By:
