Whitby: an active, innovative and connected community

The Town of Whitby kicked off 2020 with its new corporate brand. The roll-out of the new brand began this week with publications, event assets and digital communications. Residents will continue to see the brand roll-out throughout the year and beyond. The new brand focuses on showcasing Whitby as an active, innovative and connected community.

The Town would like to thank the more than 2,000 residents and staff who provided feedback on the new brand through an online survey, attending a Community Open House or a pop-up activation. Community engagement was a vital part of the rebrand process and the Town will continue to look for ways to connect with residents as the brand rolls out.

To experience and learn more about the new brand, visit whitby.ca/brand.

What Does the New Brand Mean?

The new brand features a unique, modern logo, created by a single flowing line that forms a subtle handwritten “W” for “Whitby.”

The line graphic begins as a gold upward curve, giving a nod to Whitby’s heritage. The line turns to green to represent the community’s growth, and active and green spaces, before finishing in cyan (a bright blue) to represent the Town’s waterfront and friendly nature. The palette also includes the navy from the Town’s previous brand representing stability. Collectively, the colours signal a community that is welcoming, growing and transforming.

How Will the New Brand be Rolled Out?

The new brand will be rolled out in a phased approach, starting this month and continuing in 2020 and beyond.

As the highest and most visible touchpoints with the community, residents will first experience the new brand through publications, event signage and digital communications – including a new brand microsite.

Other branded items – such as facility and vehicle signage – will begin being rolled out later this year, as budget and resources allow.