Corporate Rebrand Project

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Think Big. Be Bold. Graphic


Project Overview

The Town of Whitby is developing a new brand to represent who the community is today and wants to be going forward.

Branding is a system of colours, fonts, standards and graphics that collectively can set a community and an organization apart from others. A brand is a visual language that communicates the strategic direction and supports economic development and civic engagement.

A new brand will help define Whitby as the vibrant, welcoming, urban Town that it is.

Creating an effective corporate brand will:

  • Help Whitby distinguish itself from other municipalities
  • Achieve a more professional and modern image
  • Establish standards and consistency
  • Develop an image that staff, Council, and the community believe in

Rebranding consists of three key phases:

  • Phase One: Research and Engagement (fall 2017) - completed
  • Phase Two: Design (2018/2019) – completed
  • Phase Three: Implementation (2019 and beyond)

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Community Engagement – Results

On May 7, three proposed brand directions were released for community feedback. A video on the three proposed brand directions can be viewed here.

Between May 7 and 31, more than 1,300 residents, stakeholders and community partners participated in an online survey. An additional over 700 people provided their feedback via other channels, including in-person at a pop-up activation or consultation session. The results of the online survey can be viewed here. Additional engagement results are available within Staff Report CAO 22-19 

We would like to thank everyone for their participation.


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Quick Facts

  • Thousands of residents, business owners, staff and stakeholders were engaged in the brand development process
  • 2,000+ residents provided their feedback on the three brand directions in May 2019
  • 7 core brand attributes– growth and innovation, community, heritage, active spaces, sincere, welcoming and vibrant
  • 2 prominent brand attributes used to develop a new brand – active spaces and community
  • 1 brand to help realize the Town’s full potential, and reflect who we are and who we want to be

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Project Status

Phase One (Research and Engagement) – Complete

Thousands of residents, staff and stakeholders were engaged as part of Phase One through an online survey, community open house, social media and at pop-up activations held at Town events. 

Based on this research, the final report presented seven core brand attributes: growth and innovation, community, heritage, active spaces, sincere, welcoming and vibrant. The Town is leveraging the two most prominent core attributes – active spaces and community – to support the creation of the new recommended brand.

Phase Two (Design) – Complete

Phase Two – the design phase – of the Town's corporate rebrand project is now complete. Phase Two focused on bringing the new master logo and brand to life. 

On May 7, as part of Phase Two, three proposed brand directions were released for community feedback. A video on the three proposed brand directions can be viewed here.

Between May 7 and 31, more than 1,300 residents, stakeholders and community partners participated in an online survey. An additional over 700 people provided their feedback via other channels, including in-person at a pop-up activation or consultation session. The results of the online survey can be viewed here. Additional engagement results are available within Staff Report CAO 22-19 

On June 17, 2019, Whitby Town Council unanimously approved Brand Direction A as the Town’s new brand. In the coming months, brand guidelines and standards will be developed to support the launch of the new brand, expected to occur in January 2020. Read the Media Release for more details.

Rebrand Master Logo Image

Rebrand Master Logo Image

 

staff report update was submitted to the Operations Committee for the April 9, 2018 meeting to outline the next steps and recommendations in the design phase process. 

staff report with the new recommended brand was brought forward to Committee of the Whole on February 4, 2019.

A staff report with the new and approved brand was brought forward to a Special Council Meeting held on June 17, 2019, at Whitby’s Town Hall.


 

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 Frequently Asked Questions 

1) What is a brand?

A brand is much more than just a logo. It is a system of colours, fonts, standards, graphics and more that collectively can set a community and an organization a part from others. Moreover, a brand is not just a logo or a look. A brand impacts how you feel about a product or a community.

2) Why is Whitby rebranding now?

As the Town continues to experience new and exciting growth, it is important that our brand identity evolves to help tell our unique story – both locally and abroad.

The Town of Whitby official seal was created in 1855 and was modified three times since then to include a sailboat, beaver and train. The most recent update to the seal was done in 1968. The current Town of Whitby logo was created in 2011. The Town, both as a community and as an organization, has changed dramatically since then.

To help realize the Town’s full potential, a new and modern brand is needed in order to reflect who we are and who we want to be.

3) How much has the rebrand cost? 

The corporate rebrand project is being completed on budget.

Phase One was completed at a cost of $25,000. The budget for Phases Two and Three (both design and implementation) is $150,000. To date, the largest portion of the project’s budget has been invested in engagement with the community to help inform the new brand.

It’s important to note that the new brand will be phased in over the next several years as new projects and opportunities arise. 

4) What is the average cost for a new brand?

Branding is scalable and cost can vary greatly. Municipal branding can range from $80,000 to $200,000 and up. 

5) How can I get involved?

The rebrand project is the Town’s most significant engagement project to date.

Thousands of residents, staff and stakeholders were engaged as part of Phases One and Two through an online survey, community open house, social media and at pop-up activations held at Town events. 

Based on this research, a new brand was approved by Council on June 17, 2019.

We want to continue to hear from Council, staff and the community on how to bring a new brand to life and the priorities for Phase Three (Implementation). To receive updates about the project and opportunities to get involved, please add your name to the Interested Parties list through the link below.

Interested Parties List – Corporate Rebrand Project

6) Who is designing the new brand?

The Town’s Procurement Policy requires that a Request for Proposals be issued for the type of work the rebrand project required.

In 2018, the Request for Proposals for Phase Two of the rebrand project was launched and completed.

Scott Thornley + Company (STC) – a brand development company with more than 25 years in the visual storytelling business – was selected and undertook the design of the Town’s new brand. STC has previously worked on brands for the Waterfront Trail, Niagara Parks Commission, the Town of Milton, the National Arts Centre and Rideau Hall Foundation.   

7) When will a new brand launch?

In the coming months, brand guidelines and standards will be developed to support the launch of the new brand, expected to occur in January 2020.

8) What are the next steps of the project?

With a new master logo and brand approved, the next step in the brand process is to design the brand guidelines and standards that will serve as the technical manual and detailed direction.

 

We will continue to focus on and invest in community engagement. We want to hear from Council, staff and the community on how to bring a new brand to life and the priorities for Phase Three (Implementation). 

 


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Background

Staff Reports:

Staff Report CAO 05-19: Corporate Rebrand Project, Phase Two – Final Report

Staff Report CAO 06-18: Corporate Rebrand Project, Phase Two – Update

Staff Report CAO 16-17: Corporate Rebrand Project, Phase One – Final Report

Staff Report CAO 08-17: Corporate Rebrand Project

Staff Report CAO 22-19: Corporate Rebrand Project – Phase Two Final Report (Update)

Media Releases:

CAO Statement on New Recommended Brand (issued on February 8, 2019)

Design Phase of Corporate Rebrand Project Launched (issued on March 16, 2018)

Designing Whitby’s New Brand (issued on November 23, 2017)

Residents Invited to Corporate Rebrand Community Open House (issued on September 13, 2017)

Residents Invited to Share What Whitby Means to Them (issued on September 7, 2017)


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Stay up to Date - Register With us to Follow This Project

To receive updates about the Town of Whitby Corporate Rebrand Project, please add your name to the Interested Parties list through the link below.

Interested Parties List – Corporate Rebrand Project


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Questions?

If you have any further questions, please contact the Corporate Communications Division at brand@whitby.ca or 905.430.4300 x7412.