Ontario’s New Logo
Things sure are picking up pace in terms of changing images here. After the proposed new Toronto subway trains, now the Ontario government has radically changed its logo – The Trillium, after the official flower – to an uber-modern looking one, turning it upside down.
Actually, now it looks more like a teenage social networking website’s icon than a province’s logo. But it’s only my opinion!
On the right, above, is the evolution of this logo from the way it was originated in 1964, and minor changes over the years. Notice how drastic a change it is from the previous modifications.
Some are criticizing that since this change has been made by the province’s Liberal government, it “eerily” resembles the liberal party’s own insignia (on the left, main liberal, and right Ontario Liberal). Well, I’m not too sure about that, really. Sure it has the similar ‘zing’ to it, but the new Ontario logo is far, far more, er, jazzy than this one. The ‘swish’ on the liberal logo is quite subdued, imho.
Update: As I have now realized, the Liberal Party of Ontario has a different logo, whose letter i’s dot contains the new Trillium’s inspiration… I guess there are just too many liberal variations, for consistency, ie… oh, what do I know… I’m still learning here…
Update 2: Paying respect to the brilliant observation of kind reader defex , I hereby rename the The Trillium to The Jacuzzi. 
June 28th, 2006 at 2:32 pm
“”Actually, now it looks more like a teenage social networking website’s icon than a province’s logo. “”
Good observation!!
June 30th, 2006 at 2:22 pm
It looks like 3 people in a hot tub. once you see that you will not see anything else
July 2nd, 2006 at 10:08 pm
I agree the logo is really poorly done and in my mind isn’t really an improvement…. and for $219,000 dollars that’s a scary thought.
A quick test market of people would have probably kept them from making this horrible mistake … since almost everyone I’ve seen comments from does not connect with the logo and is very attached to the previous concept a major change like this was a bad idea especially without any real reasoning.
And to defex’s comment… you’re right, I can’t see anything else now than 3 people in a hot tub… thanks … haha
July 3rd, 2006 at 8:45 am
Suz: Thanks!
defex: Man, you’re spot on! May be they should rename it from the Trillium to the The Jacuzzi,
Nathan: Yup, for 219,000, scarry! I guess the three guys in the tub wouldn’t mind sharing it though, hehehe.
July 5th, 2006 at 11:10 pm
I don’t know… I kind of like it! It looks fresh and breezy. Hip without trying. I can totally see the hot tub though. It would be even better without the tree little heads. I get it… Ontario is about people and community bla bla bla (it’s a little preachy). Without the heads it would just be a really cool trillium.
My $0.02
Cheers!
July 9th, 2006 at 9:58 am
how that could have cost 220,000 is is impossible, picture 5 guys poring over it for a year at 40,000 each, what a joke.
I can make them one of a toilet with $$$ flying into it , accompanied with a flushing sound when the user hovers over it.
The previuos changes were a joke too, you couldn’t even tell unless you saw them side by side.
The 1964 one worked fine, no-one even looks at the damn logo for more than 0.05 seconds anyway.
It is a shame they really do not have anything better to do but spend money on such over priced nosense.
Who ever is in charge of this should be axed and the useless position abolished.
Alex
July 9th, 2006 at 10:10 am
P.S.
Yes, now I see 3 overpaid politicians in a hot tub, out in lala land thinking up ways to waste money.
I wish it would occur to them, “Hmm, if all I can think of to do is change the logo, maybe I am not neccessary here and I ought to fire myself and these other 2 jokers and save the province 450,000 + each year”
Not only would we save from not paying them, but also the cost of usless make work projects like the logo.
believe me, 220,000 is just the start, it will be millions to implement it.
July 10th, 2006 at 1:03 pm
The entire approach was wrong. They should have held an open competition. This smells of favoritism.
July 19th, 2006 at 11:24 am
Ontarian Quebecer: Glad to have a reader who likes it for a change!
Alex: “3 politicians in hot tub, in lala land” LOL!
BZGirl: Good idea!
July 19th, 2006 at 9:13 pm
It is not a question of cost — political parties have wasted much more than $219,000 taxpayer dollars on ‘updates???, which were not nearly as visible. This is not an exorbitant amount for an identity that will be applied across Canada’s second-largest province. However, it will cost taxpayers millions to redesign every application that bares the original trillium. The Liberal claim that application costs will be reduced due to a staggered rollout is simply untrue. We will be paying for this for years to come.
What also isn’t true, is the claim that the Liberals changed the logo to resemble the Liberal Party logo. This accusation is unfounded as the two marks are not similar. The argument that Dalton McGuinty is politicizing Ontario’s symbol is a weak one. Bad politics.
The real issue here is whether or not this new mark improves the image of the Government of Ontario — and it doesn’t. With all due respect to the “Liberal-friendly” advertising agency (which clearly should stick to advertisements), this new logo is amateur when compared to the professional symbol it replaces. It is a step backwards and all Ontarians should be enraged — regardless of politics or costs.
The ‘holly-like’ illustration is more appropriate for a seasonal greeting card or tourism campaign than serious governing. The old symbol was not as fluid, but conveyed stability and timelessness… something we want to see stamped on an official government document. Besides posing reproduction problems when reduced, this feeble scribble will quickly become dated — if it hasn’t already. If a logo concept survives 40 years and it still looks current, there is absolutely no good reason to change it — unless it can be dramatically improved. The new trillium is not an improvement, but a step backwards… lost provincial equity.
The old trillium is a crafted, timeless design and it should be retained. The Liberals should admit their mistake and revert to saved. However, admitting fault would be politically unwise, so they will likely follow through with this travesty. And the complacent taxpayer will pay for it — in many ways.
July 26th, 2006 at 10:23 am
The agency that handled the 2003 Ontario Liberal Campaign was responsible for this senseless waste of design space. Say no more.
September 18th, 2006 at 11:22 pm
I really hope the Ontario government decides to review its visual identity strategy; I will miss the old logo so so much if it disappears.
In the meantime, I’ve written an open letter to Dalton McGuinty, asking him to reconsider Ontario’s brand strategy in a way that preserves and nurtures the brand equity Ontario has been building since at least 1972. You can read it here:
http://graphicdesign.meetup.com/73/boards/view/viewthread?thread=1973786#5225340
April 25th, 2007 at 8:42 am
Thank You
October 13th, 2008 at 11:03 am
Hi!
My name is Jessika!