“The new Mississauga logo is a strong, open and bold logo that will communicate the excitement, diversity and promise of Mississauga’s story in an innovative and unique way. The three triangles form an open, bold, modern and future focussed ‘M’.” – Mississauga’s brand story
I’m sure that everyone reading this has already noticed that the city of Mississauga recently went through a rebrand. No? Well, now you do! Toronto’s friendly neighbour to the west decided that they no longer wanted their logo to feature only the industrial side of the growing city and wanted to acknowledge their current identity as a place of diversity and opportunity.
There have been some mixed reviews about the actual logo, but if we’re comparing their old branding to their new branding, we see some obvious improvements. The new look is current, especially in its geometric style, and will easily translate to everything from business cards to event banners. As an added bonus, Mississauga created a entire website dedicated to telling their brand story and for anyone interested in learning about the branding process, the site is worth a look.
As designers in Toronto, we often find that our clients are surprised by the design and branding process, not realizing that this representation of their business is just as important as their storefront, product, or customer service. If a brand hasn’t gone through the process properly, they may not know just how in-depth a design team goes in order to create something that communicates visually what they’re so used to communicating verbally or culturally.
Take, for example, how Mississauga tells their brand story:
“People choose Mississauga for many reasons but three qualities knit the social, cultural and economic life of our city together in a unique way.
Mississauga’s welcoming world culture is rooted in the rich mosaic of our communities. We hail from every part of the world. Our diverse energy and talents help fuel the city’s role as an international hub. In North America, Mississauga enjoys the kind of global connections and cultural diversity of cities more than twice its size. That’s a huge advantage for our historic villages, our businesses and our people.
Mississauga offers its own naturally enriching lifestyle. Nature is so close here with more than 520 parks and woodlands. Our green jewels are the Credit River and one of Lake Ontario’s best waterfronts. We celebrate our local heritage, arts and culture and enjoy being in the heart of one of North America’s most vibrant, prosperous regions.
It’s the inspiring possibilities that make us all so passionate about Mississauga. We’ve got a strong shared vision and we have the kind of “can do” spirit and commitment to excellence that makes great things happen. We’re an economically prosperous community of people and businesses eager to embrace new and emerging technologies and innovations.
These three ingredients create a one-of-a-kind place we call home – Mississauga.”
Do you feel like you could offer this thorough of a description about your brand? You’re not alone if you have to answer “No” to that question. Many businesses are so busy with their work that they need something like a rebrand to force them to come back to their story and learn how to tell it. Heck, even entire cities need to do it!