York Region - A repositioned brand for a redeveloped community
York Region has experienced large-scale change over the past four decades. Due to unprecedented growth amalgamating communities into its current form, York Region decided to reposition its brand. Through design, a series of communication and visual language directions were developed, exploring opportunites ensuring cross-channel consistency in reinforcing the brand. The original logo was retained due to its considerable equity developed throughout its lifetime. Colour, transparency, and shape were integrated into configurations that represented interaction, collaboration, and diversity. A fresh, contemporary colour palette was developed, bringing vibrancy and energy to a wide range of formats, media, and channels. This identity system was designed to be integrated in a flexible and adaptable manner, ensuring that application into existing infrastructure and media types was accomplished as efficiently and effectively as possible.
