Practicing what we preach and kicking off 2026 with in-depth planning. At BTI, strategic planning is a cornerstone of how we align our purpose, set bold goals, and activate meaningful progress. Every year, our team gathers to chart the course ahead, translating our long-term vision into focused quarterly goals, actionable...
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Rebranding Mississauga’s Living Arts Centre
The Living Arts Centre is a charitable organization dedicated to being a venue for global engagement in the arts. Located in the heart of Mississauga, it has been a landmark in the community since 1997 and has since seen over 5 million visitors. With a mission to promote arts for life, the centre plays a key role in hosting performing arts, educational, community and corporate activities throughout the year.
For their 20th anniversary, the Living Arts Centre reached out to us at BTI to give the brand a new image, beginning with a new logo design. While the current logo had served the LAC well and was well loved by many, it was also clear that a new, modern, world-class image would help elevate the brand into a position for growth over the next 20 years.
The objectives for the new logo design were clear:
- Create strong, clear identification with increased flexibility
- Communicate an overall contemporary look and feel
- Position LAC as a world-class facility
We started the process off with plenty of brand research, exploring other modern designs, and then sketching our rough ideas on paper. It was at this stage that we explored designs that were architecturally inspired as well as some that were more typographic.
- Vibrancy and creativity, through bright colours and the use of purple; a colour which is strongly associated with the arts
- The connectivity and diversity of the community, through the use of multiple colours and the way they interact and intersect with each other
- Distinction and uniqueness, in the shape of the logo, which hints at the architectural shape of the building
– L.A.C. Final Logo
“The new branding is bold, clear and positions the L.A.C. well as we move into the second 20 years.”
Rob Hart
Director of Marketing & Communications, Living Arts Centre
To allow the brand to flex and evolve in various uses and platforms over time, we created a dynamic logo system. The new logo can take on a variety of colours, images, textures or animations while staying consistent, to truly reflect the dynamic nature of the centre.
– L.A.C. Dynamic Logo Concepts
BTI is proud to have played a part in this historic rebranding, and look forward to seeing this logo in use in the city we call home.
Do you need to refresh your brand? Are you a new brand in need of a great identity? Let’s talk!
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