City of St. Catharines Corporate Identity

corporate collaboration -
City of St. Catharines

collaborators -
Corporate Communications

my role -
Logo Revitalization, Visual Identity, Graphic Design

overview -
This initiative involved the revitalization of the municipal logo and the development of a comprehensive identity guide for the City of St. Catharines. The objective was to rejuvenate the logo while preserving its recognizability, while also establishing the city's first-ever corporate identity standards.

approach -
Inspired by the original logo's chevron and arrow, the goal was to create a modern identity that seamlessly bridged the city's past and future. The enclosing box around the chevron and arrow was eliminated, reshaping the logo into a genuine symbol of movement and direction. Its trajectory aimed at the future, while still honouring the original symbolism of the four Welland Canals and the arrow, which represented the flourishing agriculture. Serving as the cornerstone of the revitalized brand, the chevron was harnessed to foster unity, recognition, and consistency across all corporate designs. The typeface was updated to a sans serif, accompanied by a comprehensive colour palette. This palette, inspired by the natural beauty of St. Catharines. The corporate identity aligned the city's image, nurturing recognition, unity, and consistency while fostering a collective sense of pride in the community's heritage.

deliverables -
Revised logo and Visual Identity including logo variations, final logo files, colour palette, typography guidelines, corporate stationery, digital templates, marketing collateral, social media assets, and logo application.