Mississauga is a successful city with a lot going for it. People from around the world
are attracted to it by its high quality balanced lifestyle, excellent programs, services
and leisure options and its welcoming atmosphere. It’s also a key economic centre, bringing international talent and investment to the City and allowing business to
thrive. Mississauga has grown into a City that is envied by many around the world.
All of this and yet, Mississauga is still a very young and modern city with its defining
brand story only just beginning.
Brand ingredients are the most important attributes of a place. They are the foundation of a clear and compelling story that a city wants to communicate to the world. These three ingredients create a one-of-a-kind place we call home – Mississauga.
Mississauga’s welcoming world culture
is rooted in the rich mosaic of our communities. We hail from every part of the world. We call Mississauga home but our global connections and diverse talents create a vitality that help the city prosper.
Mississauga offers a balanced and enriching lifestyle. Vibrant culture, excellent parks, green spaces, and recreation and leisure facilities provides residents and visitors a wide range of options and enjoy unique Mississauga moments.
It’s the inspiring possibilities that make
us so passionate about Mississauga.
We have a shared vision for the City. Even more important, we’ve always had the
kind of “can do” spirit and commitment to excellence that makes great things happen.
People choose Mississauga for many reasons but three qualities knit the social, cultural and economic life of our city together in a unique way.
Mississauga’s welcoming world culture is rooted in the rich mosaic of our communities.
We hail from every part of the world. Our diverse energy and talents help fuel the city’s
role as an international hub. In North America, Mississauga enjoys the kind of global connections and cultural diversity of cities more than twice its size. That’s a huge advantage for our historic villages, our businesses and our people.
Mississauga offers its own naturally enriching lifestyle. Nature is so close here with more than 520 parks and woodlands. Our green jewels are the Credit River and one of Lake Ontario’s best waterfronts. We celebrate our local heritage, arts and culture and enjoy being in the heart of one of North America’s most vibrant, prosperous regions.
It’s the inspiring possibilities that make us all so passionate about Mississauga. We’ve
got a strong shared vision and we have the kind of “can do” spirit and commitment
to excellence that makes great things happen. We’re an economically prosperous
community of people and businesses eager to embrace new and emerging technologies and innovations.
These three ingredients create a one-of-a-kind place we call home – Mississauga.
The power of our brand is in the authenticity and relevance of its promise, its benefits for stakeholders, its forward looking brand expression and the character of the experiences that support it. It’s meaningful, works locally as well as globally, and positions Mississauga as a uniquely welcoming and enriching place that inspires great possibilities for today
In order to communicate and promote this compelling brand story to audiences –
both locally and globally – Mississauga needs a bold fresh new logo and visual identity.
The new Mississauga logo is a strong, open and bold logo that will communicate the excitement, diversity and promise of Mississauga’s story in an innovative and unique
way. The three triangles form an open, bold, modern and future focussed ‘M’.
Our logo is deeply rooted in the idea of growth. We are a young City and are on the cusp of something big, of finding our voice, our identity. The open spaces in the design embody the spirit and possibility of a young city that continues to build and shape its story and future.
In 1974 the Townships of Streetsville,
Port Credit and Mississauga amalgamated
to form the modern City of Mississauga as we know it today.
The three shapes represent the brand ingredients that define Mississauga's
The 5 shapes also represent the pillars of Mississauga's Strategic Plan. An extensive plan launched in 2009 to guide our vision for the future.
Modern cities are defined by their downtowns. The City has a vision to develop the downtown into a thriving
and vibrant multi-use community. A focused downtown brand story will help bring this vision to life and promote a distinct urban experience.
Mississauga’s brand expression comes to life in its new identity system. Its versatile colour palette echoes our rich diversity.
The custom typography adds both
warmth and distinction.
Although there are predefined colour system; the colour palette will be flexible enough to complement the imagery.
Multiple colour facets and shades reflect our communities and our vibrancy. This approach will allow more playfulness and flexibility to the brand.
Every downtown needs to be bold.
This design allows us just that but at the same time stays aligned to our brand by focusing on the lines rather than the fills
we can talk about our vision for a Mississauga downtown.
Review of print and digital City marketing and communication tools and a synopsis of previous studies and reports. The process also involved a review of the many attributes and brand assets the City of Mississauga has to support its image.
Municipal Best Practices
Analysis of relevant case studies and best practices, including; a review of 16 comparable cities and downtowns and interviews with two international experts.
23 one-on-one interviews with key community stakeholders to explore Mississauga’s current brand and reputation; providing important insights into the strategic direction
of the City.
Resident and Small Business Survey
A 15-minute online survey, completed by 500 Mississauga residents and 100 small businesses to gain a better understanding of their thoughts and opinions of Mississauga.
A series of four brand workshops with a Brand Advisory Panel to better understand Mississauga’s current reputation, in terms of both its positive attributes and what Mississauga must improve in the future in order to continue to be successful.
Taken together, this process resulted in a thorough fact and research based approach
that was the foundation of the overall brand exploration and development process of
source: 2011 Region of Peel Census
Bulletin (based on Statistics Canada, Census of Canada, 2006/2011)