The City of New Westminster has revealed its new corporate brand identity, complete with a revamped logo, and local residents are mixed in their reviews.
The new brand, created by Ion Brand Design, was unveiled at a City Council meeting this week and shared with the public on social media.
New Westminster’s new logo and complementary design elements lean into the city’s connection to the Fraser River. It prominently features a tugboat and three stacked forms that not only represent the water, but also the city’s past, present, and future.
City of New Westminster
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“The City of New Westminster’s new logo development has been a measured and intentional process,” said Mayor Patrick Johnstone in a release.
“It was important we find a design that would offer a sense of belonging and connection for the entire community, in the present and for years to come.”
In 2022, New Westminster City Council decided to seek a rebrand for the City to replace the previous crown logo, which had been used since 2008.
The new look quickly got New Westminster residents talking on social media, including on a Reddit thread the day it was unveiled.
Many seemed unimpressed by the design, while others were concerned by the cost.
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“I had very low expectations, and yet I’m still disappointed,” said one commenter.
“Wow, it looked so much better before. I bet it cost like $80,000 to come up with that embarrassment,” added another person.
According to the City of New Westminster’s social media account, the City spent $49,000 on building the new corporate brand identity, including:
- Brand development
- Public engagement activities
- Concept designs
- Creation of a new graphic standards guide
- Print and digital asset templates
- Research
- Consulting time
“An additional $20,000 was spent on items related to the logo launch, including the brand story video, street banners, and other promotional items; this was covered under existing department budgets,” the City added.
“Going forward, assets will be updated *gradually* over time with expenses being covered within existing annual department budgets. New items will be ordered as existing stocks are depleted or require replacement.”
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Others appreciated the new logo, with several stating that it could be worse.
“It’s actually pretty good,” said one commenter. “Could have been a lot worse, and it’s definitely a ‘not going to make everyone happy’ situation.”
“This… this I’m okay with,” added another. “It’s got some character, a few quirks, but I don’t think it’s ugly by any stretch. I really like the tugboat on the water (with the water looking like paddles). The image on the left is solid.”
According to the City, the updated logo and refreshed corporate identity were created through “extensive public engagement,” with a logo working group including community members.
What do you think about the new logo for the City of New Westminster? Let us know in the comments!