Strategic Direction for the New Visual Identity
The birth of the City of Greater Sudbury represented an opportunity to define a new, unified and dynamic visual identity for our city - a city of one for all. The new corporate logo represents an image which is dynamic, clear and qualitative. It conveys a sense of synergy, harmony and leadership. The design is highly symbolic, allowing for different levels of interpretation.

Creative Rationale for the New Visual Identity
The Symbol:
The use of the two curved elements provide the structure of a dynamic "S". Additionally, they project a sense of focused synergy - a synergy which is continuously drawn from around itself and pulled into the centre of the design. This can be interpreted as the bringing together of our area municipalities into one core community - a community that never stops growing. The curved elements can also be interpreted as a "G" for Greater or Grand.

The use of the four-point star adds a "qualitative" focus to the design. It is in the absolute centre of the design, and, as such, provides a symbolism of excellence for our city - a city which is enriched by the unique characteristics of the area municipalities. One can interpret the star as also meaning "bright", "new", "dynamic", "diverse", "spirit of community" or "star of the north". In addition, having a four-point star suggests that Greater Sudbury is "the hub of the north" and an "ever-expanding community".

If one looks at the "white space" within the design, an "S" is visible.

The Typography:
The typeface provides a wonderful blend of character and functionality. The weight variance in the letterforms creates a controlled sophistication, providing a reflection of "strength" and "character" - two qualities that are very much "Greater Sudbury". The typeface is easy to read, even when reproduced in small sizes.

The Colours:
The colours that have been chosen depict a sense of strength and energy. Green is a colour which traditionally conveys "growth" and "harmony". It is also appropriate seeing that our city has positioned itself on the world stage as a leader in regreening. The tan colour provides a warm focus to the star. The colour is muted so as to remain an "earthy" tone - creating an overall design which is "dynamic", yet "down-to-earth".

City Crest

Colours

The primary colours will be green and gold. Vert or green in heraldry symbolizes - hope, joy and loyalty.  The origin of the word "green" lies in the ancient word "ghro" which means "grow and prosper".  The White Pine (an evergreen), which features prominently in the crest, stands for longevity and immortality.  The City's  Corporate Visual Identity Standards Manual states: "Green is a colour which traditionally conveys "growth" and "harmony". It is also appropriate seeing as Sudbury has positioned itself on the world stage as a leader in regreening."  Green therefore also symbolizes a healthful environment.

The colour gold is associated with generosity, reason and immortality.  It is also one of the most precious metals in the history of mankind; a precious metal that is able to stand the test of time.  Pure gold is little affected by exposure to the elements and does not deteriorate.  Like gold, the spirit of community does not deteriorate but is able to stand the test of time.  The use of "gold" is also representative of the mineral rich nature of Greater Sudbury.

Star

Positioned within the Crest proper, is a traditional five pointed golden star.  The north star is a traditional guide for navigation.  The north star is also symbolic of Greater Sudbury as the leading City of northeastern Ontario, the "hub of the north",   "ever expanding community, indeed, its educational, medical and administrative capital. A five pointed star can also represent the characteristics of a  good citizen, which are: Fortitude, Loyalty, Righteousness, Prudence, and Broad-mindedness.

Again, the Corporate Visual Identity Standards Manual states: "One can interpret the star as also meaning "bright", "new", "dynamic", diverse", "spirit of community" or "star of the north".

Shield Elements

The elements to be included in the Shield will include a stylized coniferous tree division.  This will represent the original old growth white pine forests that once covered this area of Northern Ontario.  It also symbolizes, the lumber industry, one of the original industries of the area and also the regreening efforts of the past quarter century, the effect of which will be most evident in this century.  This stylized coniferous tree division will also remind our Citizens that this vast forest was a treasure, but sadly, it was not treasured. The white pine will also serve as a reminder of the vast regreening that has been undertaken over the past thirty years and honour those who participated in that undertaking.

When people view the crest, they will think of Sudbury as a community that both cared about and protected its environment. Also prevalent in the design is the use of pine cones, which not only convey the sense of new beginning and future growth but also serve as a recognitions of Sudbury's original name which was Ste Anne des Pins. The bottom or "compartment" of the Shield is composed of mineral rock with blue berries growing.  These two elements represent the mining industry and agriculture. However, the rock of the compartment can also symbolize the strong and enduring foundations upon which this community has been build and blessed.

Wrapped around the base of the compartment is the City's official motto, which can be translated from the Latin as: Come, Let us build together  - in English and Ensemble, bâtissons notre avenir - in French.

Supports

The two supports on either side of the shield are Northern Moose each with unique collars.  The moose is a unique and mighty symbol of Northern Ontario.  With their bountiful beauty and strength, they can inspire one with a sense of awe for Nature's majesty.  Despite their size and strength, moose tend to act very kindly toward their environment.  Moose treat other animals and their surroundings with quite respect and care. The moose on the left is adorned with a collar of green maple leafs.  These maple  represent the cultural diversity of Greater Sudbury; the various peoples of the world and those from different parts of Canada that have gathered and met in  Greater Sudbury to create a unique multi-cultural community, and in the process have build new lives and new beginning for themselves and their posterity, an created a unique and prosperous community.

The moose on the right is adorned with a collar of fleurs-de-lis. This collar represents the Francophone populace of Greater Sudbury and the bilingual nature of the new City of Greater Sudbury.  The fleur-de-lis was the first heraldic emblem raised in Canada.  On July 24, 1534, Jacques Cartier landed as Gaspé and erected a cross, affixed with the symbol of his sovereign and the royal house of France.

Mural Crown

Topping the crest is the mural crown.  The mural crown is a plain circlet of battlements on a narrow rim, encrusted with pine cones. The mural crown is supposed to have been given by the Romans to the soldier that first mounted the breach in the wall of a town or fortress.  It would also apply to the defender of a town or fortress.  This battlement represents the City Walls.  It is common to coats of arms granted to municipalities, in that it represents the City's responsibility to shelter and protect its citizens.

The intertwining collar at the base of the wall, symbolizes added strength when working together. All these three elements when combined are most appropriate if one considers the origin of the municipality and its motto. .

Motto:

A motto is defined as an expression  of conduct (or, maxim) adopted as a guiding principle. The suggested motto for the new City is adapted from the Book of Nehemiah: "Come, let us build together". In this particular passage Nehemiah was asked by God to rebuild the city walls of Jerusalem which had crumbled.  After appraising the damage, Nehemiah appreciated that the job could not be done by one person alone but would require the collective efforts of Jerusalem's citizens.

It has been said that Nehemiah was the first practitioner of the politics of inclusion. The suggested motto is one that would serve to recognize that building and maintaining a community is an never ending task and one that we, as citizens, are obligated to contribute and continue.  This motto also is a recognition of all those who have, over the last 100 years, settled and built the community we have inherited through their efforts.