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Reshaping the City of Welland

A crusade that reshaped a city brand and offered many lessons along the way

by MACDONALD M, ORLANDO P
Reshaping the City of Welland The City of Welland’s new logo took root as parks department staff flexed their green thumbs and incorporated it into the design of the city’s floral beds. Photo courtesy of City of Welland
Published in August 2024 - Page 24

Last year, the City of Welland tackled the challenge of rebranding itself. Prior to 2023, Welland did not have a brand. It had a logo that resulted from a contentious community design contest in 2017. The previous logo was panned by professionals in the graphic design industry as spec work and was not subjected to the same research, comparative analysis, or design standards that a corporate brand should endure before application.

The decision

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