North

Whitehorse considers new slogan, logo options

Some Whitehorse residents have weighed in on how the city should be branded, after looking at three possibilities for a new slogan and logo.
Residents look at three 'finalists' for city's new slogan, logo. 1:55

Some Whitehorse residents have weighed in on how the city should be branded, after looking at three possibilities for a new slogan and logo.

Residents who attended an open house Thursday night gave their input on three finalists for a new city slogan:

  • "Above all expectations."
  • "Life's better with latitude."
  • "Comfortably northern."

Mayor Bev Buckway said now is the time to refresh the city's brand, which is currently "Striving for excellence."

"We've got a growing population. You know, the flavour of the town has shifted from what it was years ago," Buckway told CBC News at the open house.

"Periodically you have to have a look and update things, and now is the time."

Along with a new slogan, people also had the chance to choose from three proposed new logos. The finalists include a logo showing a horse's head, a corporate-style logo, and one featuring mountains.

Council to vote on final brand proposal

Branding consultant Saj Jamal said he will take the results from surveys that were collected at Thursday night's open house, then deliver a final slogan and logo proposal to city council for a vote.

Earlier this year, the city surveyed 681 residents on what they believe should be in Whitehorse's image.

"We went out and asked people from their own experience why are they in Whitehorse and why do they stay in Whitehorse?," Jamal said.

The survey revealed that Whitehorse's natural beauty, recreational opportunities and quality of life were among the top reasons why people choose to live there.

Survey respondents also described the city as friendly, historically important and culturally diverse.

The city hopes to adopt its new brand by the end of this month.