Who selected the final logo?

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.