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Town Logo

As the Town continues to grow and evolve, there is an opportunity to create a Town logo to complement the Town's official coat of arms and reflect the character of East Gwillimbury. The official coat of arms would continue to be an important part of the Town's culture, and would remain as the Official Seal of the Town and be utilized on formal documents and signs.


Town logo

Official Town Coat of Arms 


On April 16, 2019 Community Parks, Recreation and Culture Report presented CPRC2019-14 regarding updating of Town signs to Committee of the Whole Council (CWC). During deliberations, questions were raised about the possibility of updating the Town’s logo prior to updating the signs. As a result Council requested that:

  •  BE IT RESOLVED THAT Community Parks, Recreation and Culture Report CPRC2019-14, dated April 16, 2019, entitled "Community Entry Signs", be received; and
  • THAT Council direct staff to bring the report back at a May meeting with suggestions to proceed, including options for updating the Town logo; and
  • THAT Council endorse consolidating the previously approved entry feature capital projects under a new multi-year Capital project for 2020 as described in this report.

Cost-Saving Public Engagement Strategy

As part of Council’s strategic priority to be fiscally responsible, this project will focus on engaging East Gwillimbury residents, advisory committees, students and design community to explore options for creating a Town logo.

Many organizations bring in consultants, and choose to undertake that process to update and rebrand. Instead, staff have undertaken this role internally to look at the branding process, consult with the public and now develop a resident design.

The roll out of an updated logo would occur over a phased-in period, being incorporated as documents, signage and items require updating to avoid unnecessary expenditures.

By focusing on a cost-effective program, while engaging expertise readily available in the community, Council feels we can create a logo that residents will be proud of. Once a final logo is developed, staff will ensure the product meets print-standards and may engage a graphic designer as part of the process of creating the final, print-ready files for corporate use. These costs would be minimal and dependent on the final logo selection.

Phase One – Public Feedback, April – September 2019

Phase One launched in April using the Town’s communication channels. Residents of all skill levels and backgrounds were invited to share their feedback on creating a Town logo and provide proposed design concepts for a logo. Staff received a great deal of feedback and a total of 18 design proposals.

Following the receipt of feedback and the design proposals, residents, Town staff, Council appointed committees, and local artists were then also invited to provide feedback on the submissions. Utilizing this feedback, an internal Town logo staff working group consisting of staff from a variety of departments, proposed launching a contest as a final opportunity for the public to submit a concept design to potentially become a Town logo.

Phase Two - Logo Concept Contest - October 1 - 31, 2019

The Town of East Gwillimbury held a logo concept contest last October to receive concept designs for a logo that will complement the Town's official Coat of Arms and reflect the character of East Gwillimbury. The contest was extremely successful receiving a total of 66 submissions from 23 designers. To ensure the contest was fair and allowed those with and without graphic design experience to participate, entries were able to be professional in nature or amateur concepts.

The successful entrant will be awarded a $2,500 prize for their design concept. The Town will own the rights to the design and may make any necessary modifications to the winning concept to ensure it meets the Town’s brand standards. Submissions were reviewed based on the below criteria. 

Concept Design Requirements

The following is a list of requirements developed from the Phase One public feedback process. Preference will be given to concept designs that meet the following standards:

  • The concept design should be formatted in a square shape
  • Text should include only “EG” or “East Gwillimbury” and should be easily identifiable
  • The concept design should use modern font
  • The concept design should be simple. It may include simple symbols or design elements, but should not incorporate too many elements or be busy in nature.
  • The concept design should incorporate the Town colours (navy blue and green)
  • The concept design should be separate from the Town crest
  • The concept design should reflect one of the following the culture and spirit of EG, a key landmark in the Town or the Town’s strategic priorities

Contest Results 

Once the contest was over, staff underwent a review process to determine which submissions met the concept design requirements listed above and then held further consultation with Council, Senior Management and staff to determine next steps. 

Through the internal review, two preferred design concepts were identified as the preferred design concepts, but it was recommended that they should be subject to alterations. As such, the Town is recommending that both designers be awarded with the prize money of $2,500 each, taken from the Town’s Communications budget.  The two designs and winners of the contest are:

Top Two Logos

1. Designer: Stephen Smith - Twitter - @Smith_Designslinks to external site

2. Designer: Holly deWinter - Website - www.hollydewinterdesign.comlinks to external site 

Phase Three - Final Public Consultation Process

Using the above two designs the Town developed three final logo concepts that were a combination of the two logos, as shown below. A final Logo Feedback survey was held to receive feedback on the proposed logo options in August 2020. The survey was comprised of four questions, that asked residents to rate each logo on a scale from 1 to 5, and requested any feedback or suggestions they had to the overall design.

The survey was extremely successful and received a total 662 responses. Once the survey was closed, Communications staff reviewed all feedback that was submitted and identified common themes, as explained below. 

Logo Option A Logo Option B Logo Option C
 Logo Option A  Logo Option B  Logo Option C

Final Logo Concept 

Logo Option A received the the highest score during the public feedback process. However, the public also submitted a number of helpful pieces of feedback and ideas to further improve the logo. These suggestions included:

  • Updating the font of the logo
  • Re-aligning and centering the image and font
  • Making the leaf more prominent/using the leaf from the other logo
  • Turning the swoosh to face upwards and project a more forward facing image

These suggestions were included the below recommended concept. Staff will work with a graphic designer to make minor graphic design modifications to create the final print-ready product and branding guidelines. The final logo will be brought to Council for approval in November 2020.   

Final Logo Concept

Timeline 1
Timeline 2

Staff Reports and Memos