Corporate Identity Policy

Legislative History: Enacted September 19, 2017 (By-law No. CPOL. -108-360); Amended June 26, 2018 (By-law No. CPOL.-277-268); Amended June 3, 2025 (By-law No. CPOL.-108(a)-162)

Last Review Date: June 3, 2025

Service Area Lead: Director, Strategic Communications

1. Policy Statement

The City of London’s corporate identity is the visual representation how the City is perceived by the public – by constituencies, locally and worldwide, including residents, employees and partners. This policy communicates guidelines and expectations relating to the use of the City of London logo, and outlines the use of the City’s Coat of Arms and flag.

2. Definitions

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.

City of London Logo a registered trademark, consisting of three elements; the tree within the shield and London Canada text.

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. Developed and maintained by the City’s Strategic Communications Division and amended as required from time to time. 

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. 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 Strategic 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. Approval is subject to a formal agreement between the City and the user, and a final review of materials by the Strategic Communications Division to determine correct usage.

d) the City may 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) materials produced by City of London employees for external communications purposes will be developed under guidance of the Strategic Communications division or use templates produced by Strategic Communications, and must adhere to the City of London Corporate Identity Guidelines.

f) 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).

g) The City of London shall, for most purposes, use its corporate logo flag consisting of the City logo on the right-hand side and a green and silver design element on the left-hand side. However, in circumstances requiring more formal protocol for ceremonial representation purposes, the City of London shall use its official flag consisting of a field of Royal Blue silk, measuring 36" x 48", on which is displayed the City of London coat of arms in its natural colours, measuring 15" high x 15" wide.