While Community First was busy designating a 60-year old tree as heritage, it was also simultaneously getting rid of the Royal City moniker and the crown on our official logo. Staff indicated the crown had only been associated with New Westminster’s brand since 2008 – as the City previously used the Coat of Arms as our official logo.
The total cost of the rebranding exercise to ‘decolonize our logo’ will be close to half a million dollars – which includes $40,000 to pay for consultants to help with the redesign.
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The New West Record also reports the following:
According to the staff report, the estimated expense related to this initiative is $40,000 and is included in the
2024 operating budget. This project’s budget includes designer costs and direct expenses to deliver public engagement, such as honorariums for working group members.
Fontaine questioned the cost of implementing the new logo, beyond the $40,000 budgeted to hire a consultant and
do community engagement.
Fryer [city staff] said he’d have to go back to the 2023 report, but recalled the estimate was about $450,000, when signage, stationary and other items are updated.
“And that will be dealt with over time,” he said.
Fontaine and fellow New West Progressive Coun. Paul Minhas opposed the motion, while Mayor Patrick Johnstone and councillors Ruby Campbell, Tasha Henderson and Nadine Nakagawa voted in support.
“I just don’t think it’s a good use of city taxpayers’ money at this time for us to undertake a rebranding exercise,” Fontaine said.
A new committee is being set up to help guide the process as this project was not deemed appropriate for review by the new Citizens Advisory Committee. A yet to be determined amount of staff hours will be used to help the rebranding process – the total cost has not been quantified.
PS the new mushroom wall it is building in Queen’s park is also almost half a million tax dollars too!