Our new brand tells the story of a city shaped by water, by people and by time.
Redefining New Westminster
At the heart of New Westminster's story is Stolo, now named the Fraser River, a lifeline for people and nature since time immemorial. For thousands of years its powerful currents have carved a passage through forests and lowlands, carrying salmon between the mountains and the Salish Sea. Here, where the river divides, the Halkomelem speaking peoples lived and gathered.
In 1859, newcomers established the City of New Westminster, ushering in an era of industry and enterprise. The riverfront was transformed into a bustling regional and global crossroads -- where international trading vessels met the continental railway, and farmers sold their produce beside salmon canneries, sawmills, and foundries.
Today, New Westminster is a vibrant urban city with a small town spirit. Heritage and innovation walk side by side, local businesses thrive, and creativity flourishes. We're a city of distinct neighbourhoods and diverse people, united by pride in where we've come from and a shared commitment to where we're going: a future rooted in compassion, character, and community.
Like the tugboats that navigate the Fraser, New Westminster is steadfast, hardworking, and resilient -- small but mighty. Guided by the hopes, wisdom, and experience of those who call this place home, we're charting a course towards a sustainable and deeply connected tomorrow: a city rich in culture, anchored in purpose, and powered by people that care.
A Logo Guided By The Fraser River
Our logo design was guided by the Fraser River, a defining force in New Westminster's evolution and a central theme of the community's feedback during the logo engagement. The abstract forms at the base of the logo echo the movement of water, while drawing inspiration from the architecture and industry that line the river's banks, and the natural life that calls it home.
Look closely, and you might see the shapes of paddles or salmon, timeless symbols of migration, strength, and renewal that honour the Indigenous roots of this place. The three stacked forms represent our enduring story: past, present, and future. On this foundation is positioned a tugboat - a symbol of perseverance, quiet strength, and the city's proven ability to move big things forward.
Our typeface, Fivo Sans Modern, echoes the working riverfront - its industrial character recalling the heavy timbers, pilings, and structures beneath the city's piers. We've extended the character set to support təməsew̓txʷ, the language of the Indigenous peoples on whose lands New Westminster was built.
Our colour palette is grounded in nature: soft blues and greens from the river and trees, delicate purples from flowers in the spring, and the deep, earthy reds and oranges of spawning salmon and our historic brick buildings.
Together, these elements form more than just a brand - they tell the story of a city shaped by water, by people, and by time. A city with deep roots and bold aspirations.