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

joshk@yukon-news.com

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