*Please see the media release below issued by the City of Burlington.
Burlington, Ont. — Jan. 30, 2020 — The City is undertaking a rebranding project with the goal of creating a single, unified brand that reflects one city, one story. The new brand will be rooted in a strong brand promise that reflects our community and speaks to our residents, our businesses, visitors and the world.
A project team comprised of the City of Burlington, Burlington Economic Development and Tourism Burlington has been formed to begin the development of this new city-wide brand for Burlington. An agency will be brought on by the end of April 2020 to develop the branding with the request for proposals already posted. Brand implementation is proposed for 2021.
A unified brand will better position Burlington to:
- share our stories about who we are as a city and the value of what we offer;
- build local genuine attachment and pride for our city;
- compete globally for jobs, investment and visitors;
- attract top employers who will create strong impact and value in our community;
- appeal to and retain top talent; and
- increase awareness of Burlington as a tourism destination and attract more visitors.
“The City is pleased to work with our partners at Burlington Economic Development and Tourism Burlington on this important rebranding project. The Burlington One Brand project will closely align with our City of Burlington Customer Experience initiative. We want to ensure that each person that engages with the Burlington brand clearly sees that we are committed to upholding our promises. Burlington was ranked Canada’s best community for a reason. Sharing our stories and values will help not only build local pride, but also allows us to compete globally for investment.” — Tim Commisso, City Manager, City of Burlington
Burlington’s current brand identity was created in 2002 and does not accurately capture Burlington’s story today. Branding for Burlington is currently dispersed across three key areas: residents and city employees; businesses; and visitors. The Burlington One Brand project is an opportunity to unify and update our identity and share our stories.
This project is a result of the direction provided in the City of Burlington’s 2015-2040 Strategic Plan “to create one brand for people and business,” and the Red Tape Red Carpet recommendation to “develop a clear vision and associated branding strategy at the City of Burlington with respect to business attraction and development.” The development and implementation of the brand will also directly contribute towards advancing the City’s 2018-2022 From Vision to Focus work plan and enhance the Burlington customer experience.
There will be extensive staff, stakeholder and public engagement in 2020. Diverse voices need to be heard and represented as part of the One Brand development to create an identity that speaks to our residents, our businesses, and the world. Additional details will be shared with the public as available.
Links and Resources
MAYOR MEED WARD’S TAKE:
Burlington’s brand is more than a logo or slogan. It’s our voice, a promise of who we are that we announce to our neighbouring cities and towns, across Canada, and globally. This rebranding project is an opportunity to capture why Burlington is so special and hear from the changing and diverse demographics living in our city for their input on our brand. We will work towards creating a strong brand promise that reflects our community and positions our city to attract more investment, businesses, talent and visitors.
*Posted by John Bkila, Mayor’s Media and Digital Communications Specialist.