New logo cost looming

The city doesn't know how much it is going to cost to rebrand itself. "Implementation has not been discussed yet," said city manager Dennis Shewfelt. The cost of changing the logos and slogans was raised at Monday's council meeting.

The city doesn’t know how much it is going to cost to rebrand itself.

“Implementation has not been discussed yet,” said city manager Dennis Shewfelt.

The cost of changing the logos and slogans was raised at Monday’s council meeting.

“It seems unnecessary,” said Vanessa Brault, who questions both the pace and cost of the proposed changes.

The cost of rebranding the city would be spread over time, said Coun. Dave Austin.

But this would add to one of the problems that the rebranding was supposed to solve, said Brault.

“If we’re not doing it all at once, then we’re just adding to the problem of too many city brands,” she said.

The city paid Waterloo-based consulting firm eSolution $60,000 to design a new logo and slogan for Whitehorse.

But none of the three proposed logos are as unique as the sternwheeler graphic, said Brault.

“I didn’t realize how attached I was to it until I saw that it wasn’t an option,” she said. “I see the options provided and it looks like a pharmaceutical company logo.”

“When we did the individual interviews with the stakeholder groups most didn’t feel that the sternwheeler was the way to go,” said Whitehorse’s public relations manager Matthew Grant.

Of the 681 people that responded to the initial survey, 21 per cent liked the sternwheeler.

That minority included both Brault and Coun. Doug Graham, who shares Brault’s affinity for the old logo.

However, in that same survey more than 40 per cent of respondents disliked the logo.

Now that the final decision is close at hand, councillors are getting some push-back from the public.

“The rebranding was a response to what council heard from the business community at the 2009 business meeting,” said Coun. Ranj Pillai. “I think people are forgetting what the catalyst was.”

Whatever the motivation, Brault said she wants to see more debate before any decisions are made.

“If it’s really an important issue, lets talk about it,” she said. “Do you want a logo at this price, or a bus that runs on Sunday?”

Contact Josh Kerr at

Just Posted

Whether the dust jacket of this historical novel is the Canadian version (left) or the American (right), the readable content within is the same. (Michael Gates)
History Hunter: New novel a gripping account of the gold rush

Stampede: Gold Fever and Disaster in the Klondike is an ‘enjoyable and readable’ account of history

Yukonomist Keith Halliday
Yukonomist: Your furnace and your truck need to go

Perhaps the biggest commitment in the NDP deal with the Liberals was boosting the Yukon’s climate target


Wyatt’s World for May 14, 2021.… Continue reading

Copies of the revised 2021-22 budget documents tabled in the legislature on May 14. (Haley Ritchie/Yukon News)
Liberals introduce new budget with universal dental and safe supply funding

The new items were added to secure the support of the NDP.

Community Services Minister Richard Mostyn speaks to reporters on May 13. (Haley Ritchie/Yukon News)
Cap on rent increases will take effect May 15

The rollout of the policy is creating ‘chaos,’ says opposition

Chief Medical Officer of Health Dr. Brendan Hanley. (Crystal Schick/Yukon News)
Family pleased youth will be able to get Pfizer vaccine

Angela Drainville, mother of two, is anxious for a rollout plan to come forward

Safe at home office in Whitehorse on May 10, 2021. (John Tonin/Yukon News)
Federal government provides $1.6 million for Yukon anti-homelessness work

Projects including five mobile homes for small communities received funding.

Drilling at Northern Tiger’s 3Ace gold project in 2011. Randi Newton argues that mining in the territory can be reshaped. (Yukon government/file)
Editorial: There’s momentum for mining reform

CPAWS’ Randi Newton argues that the territory’s mining legislations need a substantial overhaul

At its May 10 meeting, Whitehorse city council approved the subdivision for the Kwanlin Dün First Nation’s business park planned in Marwell. (Submitted)
KDFN business park subdivision approved

Will mean more commercial industrial land available in Whitehorse

Main Street in Whitehorse on May 4. Whitehorse city council has passed the first two readings of a bylaw to allow pop-up patios in city parking spaces. Third reading will come forward later in May. (Stephanie Waddell/Yukon News)
Whitehorse council pursuing restaurant patio possibilities

Council passes first two readings for new patio bylaw

Neil Hartling, the Tourism Industry Association of the Yukon president, left, said the new self-isolation guidelines for the Yukon are a ‘ray of hope’ for tourism operators. (Ian Stewart/Yukon News file)
Yukon tourism operators prepared for ‘very poor summer’ even with relaxed border rules

Toursim industry responds to new guidelines allowing fully vaccinated individuals to skip mandatory self-isolation.

A lawsuit has been filed detailing the resignation of a former Yukon government mine engineer. (Joel Krahn/Yukon News file)
A year after resigning, former chief mine engineer sues Yukon government

Paul Christman alleges a hostile work environment and circumvention of his authority led him to quit

Most Read