Pick of the litter

Is Whitehorse above all expectations? Better with latitude? Or comfortably northern? Those are the choices for the city's new slogan. The options were on display at the Old Fire Hall yesterday.

Is Whitehorse above all expectations? Better with latitude? Or comfortably northern?

Those are the choices for the city’s new slogan.

The options were on display at the Old Fire Hall yesterday.

The public was encouraged to rate the graphics and taglines on a survey.

The business community pushed for a new brand, said Matthew Grant, the city public relations manager.

Stakeholders could see the designs and provide input the day before this presentation.

The project was funded through a $50,000 Economic Development grant and $10,000 from the city.

ESolutions, a Waterloo-based consulting firm, was hired to draft the slogan and logo.

“The first thing we did was go out and asked people what brought them here, and why do they stay,” said Saj Jamal the company’s managing director.

Then the company reviewed the data.

Developing a city brand is harder than marketing in the private sector – a city has to please its diverse citizenry, not just a board of directors, said Jamal.

But the public response has been great, he added.

Once a design is chosen it’s necessary to act decisively and get it out there otherwise it runs the risk of getting watered down.

“At some point, like everything in life, you have to go with your gut reaction,” said Jamal.

It’s exciting to see people participate in the branding, he said.

“It doesn’t happen that often. If it’s done right it could last for decades.”

After people vote, the politicians will approve the winner.

“By the end of the month we will have chosen one design,” said Grant. “We aim to have it all rolled out by late spring early summer.

Contact Josh Kerr at


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