White horse is winning the race

The white horse is in the lead as the city looks to rebrand itself. The choices for Whitehorse's new logo are: a horse head, a graphic of mountains, or a stylized W.

The white horse is in the lead as the city looks to rebrand itself.

The choices for Whitehorse’s new logo are: a horse head, a graphic of mountains, or a stylized W.

The horse seems to have struck a cord with people, said Mayor Bev Buckway.

“I think it turned out to be the most popular with the most people when we went out to the public and the stakeholder groups,” she said.

It’s also her personal favourite, a sentiment she shares with Coun. Dave Austin.

“I definitely favour the horse head image,” he said. “I think it would just be a shame if we got rid of the white horse image.”

The city is also picking a new slogan to go with the logo.

The choices are: Above All Expectations, Comfortably Northern and Life’s Better with Latitude.

Austin was the only councillor that had a clear favourite.

“Above All Expectations – I feel sets that bar that I think we can all live up to.”

All of the taglines capture an aspect of the city, said Buckway. So for her, it’s a toss-up.

Coun. Doug Graham has “no preference” either.

“To tell you the truth, I don’t like any of the slogans,” he said. “As for the logos, I’ll kind of wait and see what happens there.”

Ranj Pillai is also waiting to hear what the feedback is from the public and other groups before he makes any decisions.

“I’m not going to make it just on sort of what I feel in my heart is the best thing,” he said.

The rebranding process is striking a nerve with some people, said Pillai.

During an economic meeting in 2009, the business community marked the city’s brand as a priority.

“If we didn’t do the branding exercise the business community would say, ‘Once again the city of Whitehorse engaged us, we told you what we wanted, and you didn’t listen,’” said Pillai. ” So now we’re looking at it, and we’re still kind of taking some heat on it.”

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


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

Yukon News file
A 21-year-old man is in custody after a stabbing in Porter Creek on May 14.
One man in hospital, another in custody, after alleged stabbing in Porter Creek

A police dog was used to track the suspect who was later arrested in a wooded area.

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

Former Liberal MLA Pauline Frost speaks to reporters outside the courthouse on April 19. One of the voters accused of casting an invalid vote has been granted intervenor status in the lawsuit Frost filed last month. (Haley Ritchie/Yukon News)
Voters named in Pauline Frost election lawsuit ask to join court proceedings

The judge granted Christopher Schafer intervenor status

Most Read