The new Newmarket logo

Newmarket has transformed from a small town into a busy, dynamic urban centre. And more changes are coming. For example, Newmarket needs to increase its population to about 100,000. Vertical development and intensification represents the future of the town, and Newmarket’s economic emphasis is shifting from manufacturing to the knowledge sector. It’s time to create a new visual identity that reflects the true and the new Newmarket.

The recommendation to adopt this logo is based on two requirements for a successful visual identity. First, the logo is distinct, clean and uncluttered which will make it easily identifiable on a wide range of applications.

Secondly, the logo reflects energy, vitality and progress. It has been designed in a subtle lowercase “N” shape to signify Newmarket. The large box-like shape represents the approximately square geographic boundaries of Newmarket, while the arch is a nod to the Southlake Regional Health Centre arch on Davis Drive – arguably the most recognizable modern landmark in the town.

In general, arches have been prominently used to denote success, inclusivity and a gateway to the future. In the case of Newmarket, the arch represents both the Southlake arch (future) and the radial arch (past). Both of these arches signify the industry and progress that have always been the foundation of the economic prosperity of the town.

The arch breaking out of the square shape suggests a town that will not be constrained by its boundaries. The intent here is to portray a place that strives and grows and overcomes any obstacles it may encounter by thinking outside-the-box. This theme is representative of the vertical growth and intensification that’s in the forecast for Newmarket due the lack of available land for development.

The font is large which supports the idea of a prominent, bold place. The blue colour, while indicative of the Newmarket blue in the crest, has been shown to suggest commerce and progress. The green area represents sustainability, nature and quality of life.

Overall, the new Newmarket logo incorporates elements that support the Town’s new Official Plan and Economic Development Strategy – the move toward upward development, progress and sustainability. The fresh, simple style is a break from traditional municipal identities and helps position Newmarket as a leader in both York region and Ontario.

Starting January 2009, the new logo will be front and centre on all Town of Newmarket promotional pieces. A new website will feature the brand. As a community deeply respectful of its heritage, the Town crest will be repurposed as the Town’s official corporate seal.