The City of Mississauga has modernized it branding including a new logo and visual identity, developed and designed in-house by the City’s Communications Creative Services team.
The new identity received City Council approval on February 26. The previous logo and visual identity hadn’t been reviewed since the last brand was launched in 1987.
The new brand story was a result of thorough research, and the City engaged Toronto-based branding firm Trajectory to assist with the process.
The new logo is made up of three overlapping triangles to create the modern-looking M. The open spaces in the design are said to represent the “spirit and possibility of a young city that continues to build and shape its future story”.
In an FAQ document the cost for developing the brand story and designing the new logo is pegged at $170,000.
The project included: a brand audit; research into municipal branding best practices; internal and external stakeholder engagement; along with final testing and validation of the brand story and logo through a number of focus groups.
The City has created a microsite outlining the project.