Design Phase of Corporate Rebrand Project Launched

Posted on Friday March 16, 2018

Town Launches Design Phase of Corporate Rebrand Project

New Brand Expected to Launch This Year

Phase Two – the design development phase – of the Town's corporate rebrand project is now underway.

Earlier this year, the Town launched and completed the Request for Proposals for Phase Two (Design). Scott Thornley + Company (STC) – a brand development company with more than 25 years in the visual storytelling business – was awarded the project and will undertake the design of the Town’s new brand. STC has previously worked on brands for the Waterfront Trail, Niagara Parks Commission, the Town of Milton, the National Arts Centre and Rideau Hall Foundation.   

“We are excited to take this next step in creating a new brand for the Town that residents can be proud of and reflects who we are today and who we want to be,” said Whitby Mayor Don Mitchell. “We look forward to seeing the Town’s brand come to life.”

STC is working with the Town to build on the seven core brand attributes derived out of the research and public engagement phase of the rebrand project that was completed last fall. The seven core brand attributes are growth and innovation, community, heritage, active spaces, sincere, welcoming and vibrant. These attributes will be used to develop a new logo, supporting colours, typography and messaging. A new brand architecture and standards will also be developed to ensure a consistent, united brand is delivered going forward.

The design of the new brand will be brought forward for Council approval this June and is expected to be rolled out publicly in the implementation phase this fall.   

To stay informed on this project, visit or email to be added to the Interested Parties List.