Mississauga unveils new rebranded logo

Watch the video above: Mississauga unveils new rebranded logo. Laura Zilke reports. 

TORONTO – Mississauga has approved a new rebranded logo which will be the face and image of the city for the next two decades.

The new logo is made up of three overlapping triangles that form the letter M.

“The open spaces in the design represent the spirit and possibility of a young city that continues to build and shape its future story,” the city stated on its rebranding website.

“The logo can be used with a variety of colour backgrounds to represent the vibrancy and diversity of Mississauga and its residents.”

The brand project cost the city $170,000 which included research, auditing and testing through focus groups.

Unlike the previous logo that was first approved in 1987, the current one does not have a tag line.

“Mississauga’s attributes and personality are too many and too varied to be captures in one or two short phrases,” the city said. “This will allow us to be more flexible and targeted in how we communicate this story to key audiences.”

The city says it went forward with the change because focus groups indicated the old logo had “little brand value” and represented the city as “industrial, conservative and boring.”

The roll out of the new logo will be phased in through a multi-year approach across city vehicles, signage and other promotional material.

Mississauga is Canada’s sixth-largest city and 52 per cent of the population is born outside of the country.