By: Hassaan Basit, Director of Communications and Marketing
The evolution of the Conservation Halton logo will not change our brand: the logo will exemplify our values. we started the process of redesigning our logo with an eye towards honouring our proud heritage. Our staff speak passionately and proudly about our work, and how our provided services build upon the legacy of our predecessors and our community. That’s our heritage: the resources provided to everyone with a better, more resilient, sustainable, beautiful, and safe natural environment. A new logo provides us with an opportunity to share with others, the dynamism, energy, and strengths that we boast of internally. A cool, contemporary, and vibrant logo–complete with a wholesome new style guide–allows us to open the proverbial window and shine some light on our organization, which, is really your organization.
We wanted our logo to reflect our past, not only for nostalgic reasons, but also to retain the fundamental connection between the residents of our watershed and the countless thousands who visit our conservation areas each year. Just like how nature grounds us: our diverse and evolving community grounds Conservation Halton. We pride ourselves on being community-based; in fact, it’s part of our Mission statement to serve you.
While we have a strong social conscience and a high level of awareness about fiscal responsibility, service delivery, and public accountability, we also have equal parts business-savvy, and a drive to be strategic, and always deliver value for our customers. We like to talk about our market segment as much as we talk about our stakeholders. We show the same dedication to ensuring the safety of a child learning to ski at our parks as we do to ensuring the safety of an entire community from flooding. Our brand transmutes between both the public and private spheres. Like many progressive organizations, our brand touch-points expanded over the past few years to encompass our vast and varied audiences. Our storefront now includes social media, e-commerce, event marketing, several websites, videos, outdoor advertising, board meetings, volunteer and education events, and so much more. Our digital community leads to even more interaction between our staff and the public – after all, we are located in Canada’s fastest growing municipality, and, furthermore, home to one of Canada’s most ethnically diverse communities.
We refined our logo’s colour palette, to echo the defining natural features within our watershed: the blue lake, wetlands, and creeks; and, the vast green of fields, forests, and parks . The defining features inspired us towards softer, more vivid blues, greens and blacks. The colours of our new logo marry ‘classic conservation’ with a current, fresh, and inviting palette. The palette emulates the quiet, welcoming change in the character of Conservation Authorities over the past many years. This change emanates from the evolving relationship between Conservation Authorities and the community: from top-down authority to partners in education, recreation, stewardship, and of course conservation – protecting the natural environment for you.
We retained the image of our beloved Turkey Vulture, and a stylized depiction of the Niagara Escarpment. Both the Turkey Vulture and the Niagara Escarpment have been part of our logo since the very beginning of the organization, and both are important iconic elements of our brand identity. The Turkey Vulture and the Niagara Escarpment together symbolize the significant natural heritage of our watershed. We simplified the shapes to appear fluid and expressive of movement. The Turkey Vulture no longer protectively cradles the environment: the Turkey Vulture soars above the Escarpment and our community.
We infused the logo with fluid motion and naturalness, balanced by tranquility and visual clarity. We designed it for consistency and recognition across all digital and physical mediums, through which, close to one million people interact with us every year. In a vibrant and growing community, we hope the evolution of the logo evokes the values we instill: Conservation Halton’s commitment to draw nature and the community together. We invite you to soar above the Niagara Escarpment with us to experience the beauty of our dynamic, iconic natural spaces.