Settlement Area Branding | Municipality of Brockton

In 2018, the Municipality of Brockton launched its current brand, logo, and accompanying design guidelines. Since then, this branding has been applied across various platforms, including municipal letterhead, reports, public buildings, signage, and more. As part of this initiative, Walkerton developed its own sub-brand tailored to its Community Improvement Area. Consequently, Walkerton’s logo is also featured in numerous public-facing elements throughout the town.

In early 2025, members of the Cargill business community approached municipal staff to express interest in developing a similar sub-brand for Cargill. A key motivator for this request is a requirement under the Spruce the Bruce program that each settlement area must have a defined community brand and associated guidelines to be eligible for certain grants. In response, Brockton Council has approved the development of sub-brands for Cargill, Chepstow, and Elmwood.

The Municipality of Brockton is pleased to announce the adoption of new community logos for the hamlets of Cargill, Chepstow, and Elmwood, marking the completion of the Settlement Area Branding Project. These new designs reflect the unique identity, history, and spirit of each community.

The logos were selected following two rounds of public voting held throughout the spring and summer. Based on feedback and strong community participation, Brockton Council officially approved the winning designs at its meeting on August 12, 2025.

This initiative began earlier this year after members of the Cargill business community approached municipal staff to explore creating a dedicated sub-brand for the hamlet. A key driver of the project is eligibility for Spruce the Bruce program grants, which require each settlement area to have an established brand and formal branding guidelines. To date, only Walkerton businesses have qualified for the full suite of grant opportunities, as Walkerton previously developed its own sub-brand.

Brockton Mayor Chris Peabody said Council is pleased with the final designs chosen.

“A well-crafted community brand plays a vital role in communicating a settlement’s identity - its history, aspirations, and distinguishing features,” he said. “When applied through signage, streetscaping, and other enhancements, these new visual elements will help foster a strong sense of place and community pride.”

The branding process drew on community profiles developed in 2018 through public consultation, including the identification of key messages for each hamlet. These profiles formed the foundation for the new sub-brand concepts. The final logos maintain a visual connection to both the Brockton corporate brand and the existing Walkerton sub-brand, while showcasing each community’s individual character.

In May, residents were invited to provide feedback on two logo options for each settlement. Due to closely split results in two of the three areas, Council requested refined designs based on the feedback, followed by a second round of public voting. All feedback, votes, and community input were reviewed and shared with Council to help guide the final selection.

Since the logos were approved, comprehensive branding guidelines have been developed for each community to support consistent implementation and ensure alignment with Brockton’s broader visual identity. These guidelines as well as the logos are now available for community groups to integrate into future projects.

The Municipality extends its thanks to all residents who participated in the process. Public input continues to play a vital role in shaping the identity and future of Brockton’s local communities.

We encourage you to share this consultation opportunity with others in the community. Our goal is to develop branding that reflects the unique identity of each settlement area while aligning with Brockton’s overarching brand strategy. The selected logos will be incorporated into a branding toolkit designed to balance individuality with a unified municipal presence.

Ultimately, these community brands aim to communicate the area’s heritage, vision, and character to both residents and visitors. When applied to streetscapes and public spaces, they will help create a strong sense of place and reinforce community pride.

Thank you for your time and participation.

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