The City of New Westminster is embarking on a process to find a new logo to use in its branding.
At its Feb. 26 meeting, council voted 4-2 in support of a motion to direct staff to initiate the previously-endorsed process to consider a new logo for the organization.
Council also voted in favour of having staff provide updates to council through the process. The next update will focus on proposed plans for community-wide engagement.
This week’s vote follows a motion approved by council in July 2022 to have the City of New Westminster begin the process of updating the city’s logo and phasing out the use of the “Royal City moniker” in civic branding. The goal is to develop a new brand identity that is inclusive and allows for collective pride in the city.
Coun. Daniel Fontaine questioned how long the city had been using the crown emblem and the Royal City moniker.
Blair Fryer, the city’s senior manager of communications and economic development, said the Feb. 26 staff report deals with the design of a new logo. He said a motion approved by council in July 2022 had talked about refraining from using the term Royal City in the City of New Westminster’s public communications.
Fryer noted the City of New Westminster has not used the Royal City moniker “for a number of years.” He said it does not appear on the city’s website and is not used in the city’s formal communications.
As for the crown logo, Fryer said the city adopted the crown logo that is currently seen on New Westminster’s website and other materials in 2008. He said the City of New Westminster had trademarked that crown logo in 2009.
When Fryer started working for the city in January 2008, he said the city did not have a formal logo and was using a coat of arms. There may have been a crown in that coat of arms, he added.
“The City of New Westminster’s current ‘brand’ or logo, consists of a gold stylized crown centred atop the words ‘New Westminster’ in a serif font. The logo was adopted in 2008 for use across the organization and replaced the logo that was most often used at the time, which consisted of the city’s coat of arms with the words ‘Corporation of the City of New Westminster’ arranged around the perimeter,” said the Feb. 26 report. “The moniker ‘Royal City’ is no longer used in formal city communications or messaging.”
In June 2023, staff reported to council about a proposed process to consider a new corporate logo.
The Feb. 26 staff report maps out the estimated timelines for this work, which includes: conducting a request for proposal process to select a graphic designer to develop a new logo and help guide the process; establishing a working group to engage in the consideration of a new logo for the city; and checking in with council about the engagement.
The timeline – which could change – suggests that a new city logo could be developed this summer or fall.
According to the staff report, the estimated expense related to this initiative is $40,000 and is included in the 2024 operating budget. This project’s budget includes designer costs and direct expenses to deliver public engagement, such as honorariums for working group members.
Fontaine questioned the cost of implementing the new logo, beyond the $40,000 budgeted to hire a consultant and do community engagement.
Fryer said he’d have to go back to the 2023 report, but recalled the estimate was about $450,000, when signage, stationary and other items are updated.
“And that will be dealt with over time,” he said.
Fontaine and fellow New West Progressive Coun. Paul Minhas opposed the motion, while Mayor Patrick Johnstone and councillors Ruby Campbell, Tasha Henderson and Nadine Nakagawa voted in support.
“I just don't think it's a good use of city taxpayers’ money at this time for us to undertake a rebranding exercise,” Fontaine said.
