Sault Ste. Marie in Ontario has launched its new logo and branding. Their new look was developed with the help from consultants as part of a $100,000 identity, logo and branding initiative. The new colors and shapes speak to Sault Ste. Marie’s roots, while also representing the city’s beautiful natural environment.
“The colors reflect the gorgeous fall foliage, the waters of the Great Lakes, and the mountains and forests,” said an information package released by SSM at the Civic Center. “The Sault Ste. Marie icon is a graphic representation of our core values and ideals. It is an acknowledgement of the city’s origins as a meeting ground with a spirit of place,” the materials said.
The outer ring is a beautiful interpretation of the steel rafters of the International Bridge, which represents connecting and bringing people together. The inner circle represents a medicine wheel. The whole circle is meant to reflect the beauty of coming together and a feeling of centeredness.
Tom Vair, Deputy Chief Administrative Officer for Community Development and Enterprise Services in SSM, says that the new branding will help Sault Ste. Marie stand out in the modern competitive world. “This is not just about a logo, name or tagline, Vair said. It is about collectively, as a community, telling our story and building a platform and strategy around it that attracts other who share that vision.”
“A brand considers your reputation, your stakeholders and the many ways in which our story is told. How you ‘show up’ everywhere from signage, to city communications, to economic development trade fairs, to a Google search. All these media, and more, need to be considered,” Vair said. “Taking the step to rebrand our municipality is one way that Sault Ste. Marie will stand out when promoting our community. Whether we’re competing for businesses, travelers, new residents or students, the way we tell our story matters. By being bold and confident in how we tell our story, we will inspire others in the community to do the same.”
This new logo and overall branding is going to reshape the way people look at Sault Ste. Marie, and it will make it stand out amongst the crowd. This new look was made to attract visitors of all ages, and to teach people all about Sault Ste. Marie.