On the agenda for Monday night’s (June 15th) Council meeting is the “Town of Grimsby New Brand Platform” that involves the presentation to Council and decision on a new logo, tagline/slogan, and supporting visual system for the Town.
This was a project detailed in the 2025 Budget with a total budget of $65,000. The stated objective was to develop “a new brand identity that accurately reflects the Town of Grimsby’s unique character and aspirations” and to “revitalize the Town’s image and create a strong and memorable brand that attracts businesses and visitors, and makes the community feel proud.”
That is a very high bar.
Through extensive initial public engagement by the consultant, Scott Thornley and Company (STC), residents expressed that branding should reflect Grimsby’s friendly small-town character, community pride, lake and Escarpment setting, heritage, and natural beauty, and that growth should not erode the Town’s unique identity.
In case you are wondering, the logo appears intended to form a “G”. And according to the consultant the logo is meant to represent leaves of a Carolinian forest, a tree trunk, negative space of Forty Mile Creek, the waterfront, innovation, Escarpment/land and the sun. But that is obvious, right?
The reality in marketing is that you do not adopt branding temporarily; once adopted, it becomes an identity that is difficult and expensive to unwind. The staff report also states that the existing municipal crest will continue to be used for official correspondence, corporate notices, and ceremonial purposes.
In other words, the Town may soon have two visual identities. That may work on paper, but it also risks creating a split and confusing public identity rather than a stronger one.
Take a look at how the proposed branding will appear, and ask yourself: is this the identity you want for Grimsby?
Links
Staff Report – The Town of Grimsby New Brand Platform
Consultant’s Presentation
Consultant’s Discovery Report (November 2025)
