The province of Ontario, Canada recently debuted both a new logo and a branding as part of the Premier Ford’s government administration. Building on the existing trillium flower logo (the official flower of Ontario), the redesigned white-on-black trillium will be emblazoned on all official government websites, letterhead and official documents, buildings, signage, brochures and advertising beginning in April 2019.
The previous slogan of “Yours to Discover”, that has appeared on Ontario vehicle license plates for the last 37 years, is being replaced with the more future-focused “A Place to Grow.” The new administration believes this motto is more in line with the provinces values, and reflects the current governments’ commitment to economic growth. The change in design will be reflected on all license plates issued going forward:
The new logo and rebranding are part of the Ford government’s effort to bring business and activities conducted by the Ontario government under a simplified, common brand that embodies their core values: Trust, Responsiveness, Better Customer Experience, Caring and Fairness.
The government of Ontario wants their constituents and the whole of Canada at large to take away one concept from their brand: they are “Working for You.”
Every aspect of the Ontario public sector will fall under this motto, and the principle expressed is at the core of all current and future branding efforts by all member bodies of the Ontario government.
This announcement and branding relaunch came on the heels of more than a decade of changes and redesigns of Ontario’s logo and message, resulting in over $2 million in government spending. Efforts in the past have been criticized by some as fragmenting Ontario’s brand between different branches of provincial government, and the current effort is intended to both reduce brand related spending by individual departments, and phase out prior government collateral and signage, uniting them under one logo, one motto, and one mindset of public service:
The new logo cost Ontario taxpayers approximately $89,000 dollars (roughly less than half the amount of the most recent previous rebranding effort in 2006). The government has also drafted and presented legislation prohibiting further spending of public funds on rebranding and logo design for the government as a means of preventing branding fragmentation in the future.