Cooking up a new city brand

The city has a plethora of slogans, but it wants to add one more. “The wilderness city.” “Striving for excellence,” “Our people our strength.”

The city has a plethora of slogans, but it wants to add one more.

“The wilderness city.”

“Striving for excellence,”

“Our people our strength.”

Now it wants a brand it can use on everything.

The city already has $50,000 in territorial money lined up to suss out a new image for itself.

Branding the city was one of the top priorities that came out of economic development strategy sessions the city held last year, said councillor Ranj Pillai.

Whitehorse needs to be marketed as a place for people to live, not just a place people can vacation to, he said.

The $50,000 for the project will be supplemented by $10,000 of the city’s funding.

The $60,000 will go towards hiring a consultant to rebrand the city.

However, it won’t cover the costs of actually implementing the brand and re-doing the city’s letterhead, uniforms and vehicle decals.

The city’s logo, a picture of a sternwheeler on the river with “City of Whitehorse,” beneath may not change, said Pillai.

But if it does, there would be a “tremendous amount of money associated with changing all the logos,” he said.

Monday council votes on whether it will approve funding for the project.