City of New Westminster
CLIENT
City of New Westminster
New Westminster, BC
BACKGROUND
New Westminster City Council made the decision to seek a rebrand for the City to replace the crown logo, which had been designed to highligh the city’s naming by Queen Victoria and emphasized its position as the first capital of British Columbia. In support of the City’s reconciliation efforts, Council recognized the need for an updated logo that reflected the broader history of New Westminster, as well as the values and diversity of its growing community. Ion was engaged to develop a new brand for the City in tandem with the City communications and engagement teams.
A logo guided by the Fraser River
The logo is shaped by the Fraser River – a defining force in New Westminster’s past, present, and future. Its abstract forms echo the movement of water, while drawing inspiration from the architecture and industry that line its banks, and the natural life that calls it home. Look closely, and you might see shapes that honour the City's Indigenous roots such as canoe paddles and salmon making their annual journey upstream – timeless symbols of migration, strength, and renewal. The three stacked forms represent an evolving story: past, present, and future. Perched at the top is a small but mighty tugboat – a symbol of perseverance, quiet strength, and the City’s enduring ability to move big things forward. The typeface echoes the working riverfront – its industrial character recalling the heavy timbers, pilings, and structures beneath the City’s piers.
The colour palette is a set of deep, rich tones that reflect the age and heritage of the City. A comprehensive set of icons can be used in a more decorative capacity or as an effective tool for crossing language barriers.
“We want to thank Ion Brand Design and the team of City staff who skillfully led this process. We’re excited to share the new design and hope it resonates as strongly with the public as it does with us.”
“The City of New Westminster’s new logo development has been a measured and intentional process. 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. On behalf of Council, I want to first thank the community members who participated in the logo working group for the effort they devoted to this project, along with the wider community who helped guide the design with their thoughtful feedback. We also want to thank Ion Brand Design and the team of City staff who skillfully led this process. We’re excited to share the new design and hope it resonates as strongly with you as it does with us.”
— Mayor Patrick Johnstone