Branding Story

Content

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Maple Ridge Brand Story

Rich with agricultural roots and an exceptional natural setting and poised on the verge of a brilliant future, Maple Ridge is one of the fastest growing communities in the Lower Mainland. The brand platform for the District of Maple Ridge, and how we articulate that through our logo mark, is critical to our image as an outstanding community, an inviting destination, and a place to embrace and achieve a work-life balance.

With that in mind, a committee was formed to identify and create a renewed brand identity and logo mark for the District of Maple Ridge.

The Process

Starting in December 2005, the committee embarked upon a process of stakeholder engagement. The goal was to ensure that through dialogue and gathering input we would be inclusive as we updated the District's image and comprehensive as we identified our shared values as a community. These values then became the foundation for a "brand essence"- which is an articulation of what makes the District of Maple Ridge unique, and is a tool that was utilized by the graphic design team at Cossette Communication to help to create the final logo.

The Elements

The logo mark arrived upon is organic in nature and is a modern interpretation of Maple Ridge that updates our image and reflects several core elements of our community - elements that are a part of our past as well as our future.

Within the mark are waves and floating leaves. The waves were selected for both their organic form and how they mirror shapes in the environment, but also for how they denote motion. This motion comes from the shared value that we are a dynamic community and one that will continue to grow and flourish. This is particularly relevant today as we acquire assets that foster our growth including the Golden Ears Bridge.

The high reaching golden swoop represents the physical landmarks of the Golden Ears Mountains and Bridge but also, in its colour, suggests the aspiration to establish a foundation of ongoing increased economic prosperity for our community.

The middle green swoop stands for our green, open spaces and agricultural history. In addition, it echoes our shared value of preserving that green space and our rural community values as we "grow smart" and pursue a future that strongly embraces sustainability. We have deep roots in the land that is a part of our agricultural history. These "deep roots," much like those of the maple tree, provide us the strength of a solid foundation upon which we may grow to "greater heights."

The blue swoosh is characteristic of the abundance and passionate conservation of clean, blue water in our rivers, lakes and streams - a commitment we share for generations to come. It also symbolizes the plentiful fresh air, which is another cornerstone of the Maple Ridge lifestyle.

The two floating leaves are elements that represent in their colour, a nod to our former logo, and symbolically, the maple trees that shaped our heritage and our name. More subtly, the leaves signify our connection and inclusion in the broader community of Canada.

Finally, the simple frame and standardized type are contemporary elements indicating a fresh outlook while ensuring our new logo mark has longevity.

Next Steps

The District is excited to start incorporating the new logo mark into our daily operations. With our continuing focus on sustainability, the mark will be incorporated at natural junctures. For example, we will use all of our current stock of stationery with our old logo mark until we run out, at which time we will order new stationery with the new logo. Signs around the community will also be replaced within their natural lifecycle, and so on.

We hope you join us in celebrating our updated logo and identity!

If you have any specific questions about the process of new logo incorporation, please contact: Gary Manson at 604-467-7452.