Mississauga’s new logo is pretty much a paper clip

The city of Mississauga recently spent $170,000 developing a new “brand story,” the better to articulate its “welcoming world culture” and “naturally enriching lifestyle.” Says city councillor Nando Iannicca, “People forget, we’re a very young city. We’re the next Portland, we’re the next Barcelona. We are the future.” (For more superlatives, check out the website.) As part of the larger rebranding effort, the home of Square One and Hazel McCallion has also chosen a new logo that’s meant to evoke its youth and vitality, but which also looks like something from an office supplies store, making it perhaps a little more appropriate than intended.