Legislative History: Enacted September 19, 2017 (By-law No. CPOL. -108-360); Amended June 26, 2018 (By-law No. CPOL.-277-268)
Last Review Date: July 25, 2023
Service Area Lead: Director, Strategic Communications and Government Relations
1. Policy Statement
This policy communicates guidelines and expectations relating to the use of the City of London Coat of Arms vs. the City of London Logo.
2. Definitions
2.1 Coat of Arms – The heraldic description, crest and motto and supporters are as follows:
Per chevron gules and azure a chevron argent between the chief two garbs, or, and in base a beaver on a log of wood in sinister base and in dexter background a tree vert.
CREST: A locomotive and tender
MOTTO: Labore et perseverantia
SUPPORTERS: Dexter a deer and sinister a brown bear
The coat-of-arms refers to the agricultural nature of the surrounding territory. The motto may be freely translated as “Through Labour and Perseverance.” The locomotive in the crest refers to the rapid development of the community and the bear and stag forming the supporters indicate the zoology of the area in the early days.
2.2 City of London Logo – A registered trademark, consisting of three elements; the tree within the shield and London Canada text.
2.3 Corporate Identity Guidelines – The manual that provides guidelines for the City logo and accompanying design to assist with the development of consistent materials throughout the organization, through the use of established templates and elements.
3. Applicability
This policy applies to any and all internal and external use of the City of London logo.
4. The Policy
That the following corporate identity policy relates to the use of the City of London logo;
a.) use of the City of London logo, in print and electronic form, is intended for all corporate purposes;
b.) internal permission for the use of the City of London Logo shall be unrestricted as much as it is possible. Noting any reproduction of the City of London Logo will appear as described in the City of London Corporate Identity Guidelines, which is maintained by the Communications Division and may be amended as required from time to time. Also based on the understanding that it will be used only in its copyrighted form, without alteration or appending in any way to other material so as to impair the good name of the City of London, or in any manner that would be inconsistent with the generally accepted standards of taste and decorum; and
c.) external use of the City of London Logo will be determined by the Communications Division who will advise each applicant in writing of their decision. Any reproduction of the City of London Logo will appear as described in the City of London Corporate Identity Guidelines, which is maintained by the Communications Division and may be amended as required from time to time. Approval is subject to a formal agreement between the City and the user, and a final review of materials by the Communications Division to determine correct usage.
d.) the City will provide its corporate logo if one of the following criteria is met:
- Departments, divisions, boards, commissions, task forces or committees of the Corporation of the City of London
- Organization/ program/ event currently receives monetary support from the Corporation of the City of London.
- Organization/ program/ event currently receives in kind support from the Corporation of the City of London.
e.) use of the City of London Coat of Arms, is reserved for certain official purposes as determined by the City Clerk (e.g., Mayor’s Chain of Office).