New Westminster – 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.     

In 2022, New Westminster City Council made the decision to seek a rebrand for the City to replace the crown logo, which had formally been in use since 2008. It was a design that highlighted 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.

“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,” said Mayor Patrick Johnstone. “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.”

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.

Beyond the logo, the brand includes an industrial-looking font that captures the working riverfront, with a custom character set to support the Hən̓q̓əmin̓əm̓ language. A system of icons illustrate New Westminster’s culture, geography, and civic services and amenities. Rounding out the new brand is a broad colour palette that is reflective of the soft blues and greens of the river and trees, delicate purples of spring flowers, and earthy reds and oranges of spawning salmon and historic brick buildings.

“One of the most interesting aspects of place branding is the journey we take with a community. A journey whose destination only reveals itself quite far along the way,” said David Coates, Partner at Ion Brand Design. “Working closely with the City’s communications and engagement teams, and especially the resident working group, has been an inspiring part of that process. Their insight, passion, and deep connection to New Westminster helped shape a brand that’s surprising yet deeply authentic. A reflection of the city’s rich history, living identity, and vision for the future.”

Using a budget-conscious approach, the new brand is being gradually rolled out across the City’s assets starting with digital materials and platforms. Other items will be replaced over time and covered within existing department budgets, with new products ordered as existing stocks are depleted or require replacement. Wherever possible, staff postponed purchasing required branded products over the past year in anticipation of the rebrand, so residents can expect to see items that were already due for replacement start making an appearance with the new logo in the coming months.

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

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Media Contact:

Ashleigh Young
Manager of Communications
City of New Westminster
604-527-4559 |