The City of New Westminster is proud to introduce its new corporate brand identity, which was unveiled to the public at tonight’s City Council meeting. The logo features a tugboat, a small but mighty symbol that illustrates the city’s connection to the working river, and the size and impact of New Westminster in relation to its larger municipal neighbours. Beneath the tugboat are three stacked forms that create the water’s surface and reflect the city’s past, present, and future. Created by Ion Brand Design, the new logo and complementary design elements tell the story of a city shaped by water, by people, and by time, reflecting the city’s deep roots and bold aspirations. 

Through extensive public engagement, the Fraser River emerged as an indisputable unifying theme for residents. The Fraser River has been a lifeline for people and nature for thousands of years. The Halkomelem speaking peoples lived and gathered on its banks, and when settlers arrived, they transformed the riverfront into a regional and global crossroads for commerce and manufacturing. The hardworking and resilient spirit of those early people carried New Westminster forward to the vibrant urban city it is today, and will continue to carry the city into the future.

With the river as a defining force in New Westminster’s evolution, the logo’s base incorporates the movement of the river’s current, the salmon that swim in its waters, and the paddles of those who journeyed its course. These are timeless symbols of strength and renewal that honour the city’s Indigenous roots. On this foundation is positioned a tugboat, a symbol of perseverance and quiet strength that embodies the city’s proven ability to move big things forward.

To learn more about the new brand identity and the rebrand process, please visit our website: newwestcity.ca/our-brand