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New City Brand Communicates 'Authentic, Aspirational Story'

Feb 26, 2014


 A new brand for the City of Mississauga was unveiled today at a presentation to General Council (GC), together with the corporate report and brand implementation plan.  The report will go to Council on March 5 for approval.

“As our City approaches its 40th anniversary, Mississauga today is quite different than the Mississauga of yesterday, and as we consulted with stakeholders across the City, the consensus was that it was time to refresh Mississauga’s logo and develop a new brand for the City,” said Janice Baker, City Manager and CAO.   “Our new brand reflects the excitement that is everywhere in Mississauga.”

According to the report, the new brand communicates an authentic and aspirational story of the dynamic city Mississauga is today.  The brand story is based on three key ingredients; Welcoming World Culture, Naturally Enriching and Inspiring Possibilities. 

A brand launch and implementation plan has been developed to introduce and build awareness of the brand among residents and key audiences.  The roll-out of the new city brand will be carried out in a cost-effective multi-year plan.

The new logo was designed by the City’s Creative Services team.  “The new “M” logo is a bold and modern identifier for a young city on the cusp on something big,” said Ivana Di Millo Director, Communications.  “We are so excited to be embarking with our partners to showcase all that Mississauga has to offer.”

Background: 
Council requested and approved staff to complete a Brand Research Project as part of the 2013 business plan.  This was also a key recommendation of the Communications Master Plan (which was approved by Council in May of 2012).  The summary report for the Master Plan identifies the need to develop a strong, unified brand reputation for the City that is rooted in its strategic vision.

For more information please visit mississaugabrand.ca or contact David Ferreira, Project Manager, City Brand Research Project, david.ferreira@mississauga.ca.

As Canada's sixth largest city, Mississauga is home to 741,000 residents and more than 54,000 businesses, including more than 60 Fortune 500 companies with Canadian head offices or major divisional head offices. A diverse, progressive and award-winning municipality located on the shores of Lake Ontario in the heart of the Greater Toronto Area, Mississauga is "Leading Today for Tomorrow" by focusing on delivering services, implementing its Strategic Plan, delivering value for money and maintaining infrastructure. 
 

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