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Our Brand

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 Stó꞉lō, 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 hən̓q̓əmin̓əm̓, 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.


Click here to read the media release

Frequently asked questions

  • Why did the City rebrand?

    In July 2022, Council passed a motion resolving that the City begin the process to update the City’s logo, which was adopted in 2008, and develop a plan to create a new logo that better represents today’s community and reflects our shared values and reconciliation efforts.

  • How much did the City spend?

    The City of New Westminster spent approximately $49,000 on the brand development, public engagement activities, concept designs, creation of a new graphic standards guide, print and digital asset templates, research, and consulting time. An additional $20,000 was spent on items related to the logo launch, including the brand story video, street banners, and other promotional items, which are covered under existing department budgets.

    Using a budget-conscious approach, assets will be updated gradually over time with expenses being covered within existing annual department budgets. New items will be ordered as existing stocks are depleted or require replacement.

     

  • Who created the brand?

    Ion Brand Design, an experienced graphic design firm, was selected following a Request for Proposals (RFP) process. 

  • How was the community involved?

    In June 2024, the community was invited to participate in a variety of engagement activities such as an online survey, workshop, and pop-up events.

    Key themes from the public engagement process included the city’s history and connection to the Fraser River, for both Indigenous and settler groups, as well as celebrating and embracing our diversity. Results from the public engagement process can be viewed on the Be Heard New West website.

     

  • The final logo concept was selected by the Logo Community Working Group. This group consisted of seven residents, including an Indigenous resident, who represented a diversity of ages, neighbourhoods, length of residency, and perspectives on the previous logo. The group was formed to represent the “voice of the community”. They helped shape the engagement process, reviewed design concepts, and selected the preferred option.

    Applicants from the Community Advisory Assembly who were not selected to join the Assembly were invited to apply for the Logo Community Working Group.

    Using the community’s feedback, the graphic designers created the new logo. The Working Group expressed strong support for the new logo concept, as they felt the tugboat was a meaningful embodiment of our small, but mighty city. Additionally, the logo's abstract paddle or fish shapes were seen as a subtle but significant acknowledgement of our Indigenous history.

    While City staff were involved with the logo rebrand process, the Working Group selected their preferred concept which was endorsed by Council.

  • How will the logo be updated throughout the city?

    Using a budget-conscious approach, the new brand is being gradually rolled out across the City's assets with digital materials being updated right away. 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. This means that the new and old logo will co-exist for a period of time. 

  • We understand that change can be challenging, especially when it involves something as visible and familiar as a city logo. Our new brand was developed through a thoughtful and inclusive process that considered community input, the city’s evolving identity, and our vision for the future. As with all visuals, logos are subjective. While not everyone may connect with the new logo right away, we hope that over time it will come to represent the pride, progress, and diversity of New Westminster.

    Our brand is more than just a logo — it’s a reflection of the values we share as a community and the services we provide to residents every day. The City of New Westminster’s new brand strategy is designed to reflect a more dynamic and inclusive visual identity, one where everyone can feel seen, heard, and represented.

  • The City of New Westminster's logo is pending trademark registration for use by the City. On a project-by-project basis we may grant partners and sponsors permission to use the logo. To request permission to use the City's logo, email .

    Please note, the City’s former logo, including the gold crown icon, remains the exclusive trademarked property of the City of New Westminster.