THE BRAND

It became apparent in all discussions aimed at finding a unique theme for the neighbourhood, that history was the key. What kind of an intriguing aura might we evolve as an identity, and incentive to visitors? In the development of the brand we looked at the current character of the area, its historical significance and a way to bridge past, present and future.

With this in mind we sought to create a brand that captured the common themes of the past that would also allow us to capture the interest of visitors in the future. We would build upon a heritage of exclusivity, sophistication, quality and timelessness and look for ways to meaningfully share these themes with modern audiences.

"The Heritage District" describes the neighborhood. The new logo is an artistic derivative of the extraordinary Marine Building, a symbolic message emphasizing the importance of the district's architecture. "Heritage" can generate interest among locals and tourists alike.

"The Heritage District" suggests an area to explore and the "Hastings West" helps tell people where we are located. Reversal of the more typical "West Hastings Street" provides a more elegant cachet.