Council was back in session on Monday night and changed the order of the agenda to move directly into the proposed new Town Branding Platform. Council first heard from the consultants, Scott Thornley + Company (STC), who were selected by the Town to help develop the new Town identity.
STC presented the proposed logo and tagline as the result of research, public engagement, survey feedback, Town documents, and comparisons with other municipal brands. They explained the logo as combining several Grimsby elements, including the tree canopy, Carolinian forest, waterfront, sun/microclimate, escarpment, Forty Mile Creek, and the shape of a “G.” The tagline, “Like no other.”, was presented as a confident statement of Grimsby’s distinctiveness.
After the presentation, the Staff Report recommending adoption of the branding platform was put on the floor, at which point Council members were able to ask questions and provide comments. A summary of their comments is as follows:
Councillor DiFlavio: DiFlavio said he appreciated the narrative and felt the consultants had listened, but strongly disliked the logo and tagline. He said the logo tried to include too much and lacked focus. He was direct in saying he would not support it, stating there was “no way” he could vote in favour as presented.
Councillor Charrois: Charrois liked the written explanation, colours, and natural references, but felt the slogan was too vague and did not explain what makes Grimsby unique. She also said the logo looked more like a “C” than a “G.” She was clear that she could not vote in favour of it as presented.
Councillor Vardy: Vardy said the brand narrative was strong, but the logo was not ready yet. She liked the idea of meaningful local elements forming a “G,” but felt the “G” was not clear enough. She also wanted the tagline to say more directly what Grimsby is.
Councillor Korstanje: Korstanje liked the natural elements, including the lake, escarpment, sunrise/sunset, and circular connection. Her concern was that the community itself was not visible enough. She suggested adding a more human or people-focused element.
Councillor Howe: Howe was supportive of the proposal. He said he “quite like[d] it,” that the explanation helped him understand the design, and that he would be willing to defend it. He viewed the logo as art and told the consultants he thought they “nailed it.”
After the comments, Councillor Charrois asked whether Council could send the logo and slogan back for more work instead of approving them as presented. The Mayor asked if she wanted a referral motion back to staff, and she confirmed that she did.
A motion to refer the matter back to Staff and the consultants for revisions, with the matter to return in July, was then put on the floor and voted on by Council. The motion carried. The Mayor thanked the consultants for attending and noted that Council would likely see them again when the revised options return.
Council’s next meeting is July 13, 2026.