With Mississauga approaching its 40th birthday, the city decided it was time for a new logo and brand. Rolled out a few weeks ago, the design has received mostly positive reviews, while others compared it to Melbourne’s logo and a paper clip.
The City of Mississauga’s old logo had been featured on official documents, billboards and buildings for 25 years, but when challenged in focus groups, many city residents couldn’t remember what it looked like. When reminded, and then asked to describe the old logo, participants referred to it as “industrial,” “conservative” and “boring.” The old design also featured some weird typography work that I always found kind of jarring. Check out the weirdness that happens between the second set of “S”s. Shudder.
The city has now discarded the arguably outdated logo (featuring the Mississauga Civic Center and the 90’s era tagline “Leading today for tomorrow”) and launched a new design as part of a complete rebranding campaign. Designed by an in-house team, the new logo is a linear rendering of an M, created with 3 triangles and features the city name in a sans serif, mixed-case font. The cost of creating the new logo and “brand story” was $170,000.
Reaction to the logo has been mostly positive but some wags have compared the design to an office paper clip, while others claim a striking resemblance between the new mark and Australian city Melbourne’s logo (a bit of a stretch methinks.)
Mississauga is now Canada’s sixth-largest city with a population of 745,000 and is home to 54,000 businesses, 62 Fortune 500 companies and a pair of hospitals and post-secondary institutions.
“The time is right for Mississauga to review, revitalize and refresh its visual identity and brand reputation to better reflect and promote the dynamism and change that is taking place in Mississauga.”
So sayeth the official brand roll out literature. You can visit the official Mississauga Brand Story website here. Shameless plug: If you’re looking for designers in Mississauga, we’re probably your guys.