Approved by City Council on March 28, 2023, the new brand focuses on the City’s unique geographical and natural amenities and themes of connection, both in a physical sense and from a relational perspective.

“It’s an exciting time to be in Welland, and moving forward with a revitalized brand injects further excitement into projects underway and those coming to the city,” said Marc MacDonald, corporate communications manager. “Based on the community consultation, the brand reflects traits and values important to the residents and will guide the City in its marketing, communications, and development.”

The process to rebrand, first approved in the 2022 budget, began with a competitive RFP awarded to Cinnamon Toast New Media Inc. Throughout May and June of the same year, the City consulted the public through digital surveys, focus group sessions, and one-on-one interviews. All the information collected during this process formed the brand framework.

The City’s current logo was not subject to the same consultation, design accessibility, or research as the newly adopted one. The new logo’s inspiration comes from the canal that carves its way through the city. The logo’s bold ‘W’ shape reflects the fluidity of water, the connection between communities, and the theory of movement and constant evolution.

With a colour palette of blues, green, and yellow, the colours are representative of the waterway, nature, and new beginnings.

Though adopted on March 28, 2023, the brand’s official launch will occur in May, alongside a redesigned City website. Learn more about the rebrand at www.engagewelland.ca/rebrand.