Brighton leaders and project partners celebrated the official unveiling of a refreshed brand and new logo for the municipality at King Edward. /Sarah Hyatt/MBC
The culmination of almost a year’s worth of work on a brand-new look for Brighton is being celebrated and officially rolled out.
The Municipality of Brighton hosted an official unveiling for its refreshed corporate brand and new logo Thursday, April 30 at the King Edward Park Community Centre.
“I think what we need to do is examine our past in order to figure out how we got here,” Mayor Brian Ostrander told MBC.
Simply put, it was time for a logo refresh that was bright and said: “You’re welcome here.”
Brighton’s community engagement officer Morgan Scott said the event marked more than an unveiling of a new visual identity.
“(This) represents a moment of reflection, collaboration and a forward momentum,” she told attendees as community leaders, project partners, municipal staff and residents who played a part in shaping the new look gathered at King Edward. “This new brand is rooted in who we are, shaped by our community, and is designed to support Brighton as we continue to grow, welcome and inspire.”
The refreshed corporate identity aims to celebrate the people, places and shared values that define Brighton and reflect the spirit of the community and that organization that serves it, attendees heard.
People also got to hear more about the brand story, the inspiration behind the new logo, and how Brighton’s new look will be rolled out through a phased implementation plan.
Work on the initial phase of the project started late last June with a goal of creating something reflective of Brighton’s past, present and bright future. To accomplish this, the municipality also retained help from a Kitchener-based branding agency known as the Blondes, the Bay of Quinte Regional Marketing Board, and conducted an extensive eight-week consultation process involving hundreds of local voices.
The new logo is described as “a visual expression of our identity and sense of place,” with the design inspired by one of Brighton’s most iconic landmarks: The Presqu’ile Point Lighthouse.
Ostrander described it as a perfect fit.
For generations, the lighthouse has symbolized safety, hope and arrival and belonging, guiding people home and welcoming visitors from near and far, explained Scott, adding the navy in the logo provides a professional, dependable anchor – also touching on Brighton’s close ties with the Canadian Armed Forces – and the brighter accent tones reflect the area’s natural landscape, vibrant community and the lighthouse’s iconic red.
“The overall shape of the logo is inspired by the geographic form of the Municipality of Brighton, honoring all of our communities,” explained Scott.
With the new brand officially launched, the next phase will focus on thoughtful integration across municipal marking, communications and public-facing materials, added Scott. Brighton will start with high-visibility touchpoints and expand gradually, with work focusing on auditing and replacing wayfinding signage, promoting brand storytelling, developing brand campaigns, engagement through creative initiatives, updates to municipal vehicles and ongoing brand maintenance.
As previously reported, the visual identity refresh was approved by council during 2025 operational budget discussions.
The number of people who stepped up to ensure the project crossed the finish line were many – from Scott, to manager of economic development and communications Ben Hagerman, to Laura Knegt and Wayne Jefferson with the branding subcommittee, to name just a few.
The previous logo had been in use for more than 25 years after the township and town amalgamated in 2001. A stronger together theme emerged over the course of the past quarter century, and that decision has shaped who Brightonians are, explained Ostrander.
“Rebranding is not about change for the sake of change – it’s about alignment. A municipal brand is more than a logo or a colour template.
“It’s the story we tell about who we are and what we value and where we plan to go,” continued Ostrander, adding this new look reflects a confident, welcoming and forward-looking municipality with strong rural roots and a vibrant urban centre. “… It reinforces the pride we feel in this place we call home.”
The hope is that the new brand will further foster a sense of belonging, while also giving community groups, volunteers and businesses a shared symbol they can stand behind, and it opens doors for opportunities.
“First impressions matter,” added Ostrander. “Whether someone is considering moving here, investing in Brighton, opening a business or visiting, our brand often speaks before we do.”
“This brand does not erase our past. This is who we are and who we want to be.”
CAO Elana Arthurs added: “It reflects our shared commitment to service, excellence, professionalism and stewardship in the community. It captures both the values that have model-guided our work and the forward-thinking spirit that will shape Brighton’s future.”
“We look forward to embracing this new chapter together and continuing to serve the Municipality of Brighton with integrity, collaboration and pride.”
(Written by: Sarah Hyatt)
