Strategic Direction for the New Visual Identity

The birth of the City of Greater Sudbury represented an opportunity to define a new, unified and dynamic visual identity for our city - a city of one for all. The new corporate logo represents an image which is dynamic, clear and qualitative. It conveys a sense of synergy, harmony and leadership. The design is highly symbolic, allowing for different levels of interpretation.

Creative Rationale for the New Visual Identity

The Symbol:
The use of the two curved elements provide the structure of a dynamic "S". Additionally, they project a sense of focused synergy - a synergy which is continuously drawn from around itself and pulled into the centre of the design. This can be interpreted as the bringing together of our area municipalities into one core community - a community that never stops growing. The curved elements can also be interpreted as a "G" for Greater or Grand.

The use of the four-point star adds a "qualitative" focus to the design. It is in the absolute centre of the design, and, as such, provides a symbolism of excellence for our city - a city which is enriched by the unique characteristics of the area municipalities. One can interpret the star as also meaning "bright", "new", "dynamic", "diverse", "spirit of community" or "star of the north". In addition, having a four-point star suggests that Greater Sudbury is "the hub of the north" and an "ever-expanding community".

If one looks at the "white space" within the design, an "S" is visible.

The Typography:
The typeface provides a wonderful blend of character and functionality. The weight variance in the letterforms creates a controlled sophistication, providing a reflection of "strength" and "character" - two qualities that are very much "Greater Sudbury". The typeface is easy to read, even when reproduced in small sizes.

The Colours:
The colours that have been chosen depict a sense of strength and energy. Green is a colour which traditionally conveys "growth" and "harmony". It is also appropriate seeing that our city has positioned itself on the world stage as a leader in regreening. The tan colour provides a warm focus to the star. The colour is muted so as to remain an "earthy" tone - creating an overall design which is "dynamic", yet "down-to-earth".