May 2002

A city identity designed by Taylor|Sprules has been selected for final review by the City of Hamilton, Ontario, Canada

The City of Hamilton has committed to a long-term repositioning strategy to establish itself as a leading North American city in which to both live and establish a new business. One of the first tasks undertaken by the City has been to develop a new city logo (identity) that clearly reflects the underlying resources, character and natural beauty of the region that now incorporates six former individual municipalities.

In the fall of 2001, fifty international design and communication firms responded to a formal project request from the City of Hamilton. Ultimately, twelve logos were reviewed by the Hamilton project team and three final design concepts have been approved by City Counsel for final review and testing.

The T|S identity (shown above) is one of the final three logos.

The new identity is an aggressive repositioning of the city's image. The leaf symbol was created by T|S to clearly establish the beauty, green space and quality lifestyle the city affords its residents and business partners. The individual leaves recognize the unique assets each of the former municipalities brings to the new city. There are six elements working equally and perfectly in unison. The circle is a continuous line, representing constant evolvement and regeneration. It can be interpreted as a globe or the source of life, the sun. A classic typeface was chosen to communicate Hamilton's status as a global business centre and to reinforce the city's rich history. The use of a leaf was creatively integrated into the Hamilton wordmark to create a unique memorable element that allows the wordmark to be used on it's own yet still retain the spirit and recognition of the overall program.

A final identity selection by the City of Hamilton is expected by early fall 2002.

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