REBRANDING & MODULAR LOGO SYSTEM
East Vancouver Community Centre
The EVCC is rebranding and aiming to move into the modern age. Through this rebrand, we are focusing on bringing forward the unique story of East Vancouver, including its history and the rich, multicultural heritage that makes the community unlike any other. This initiative celebrates the people, traditions, and stories that have shaped East Van, ensuring that its spirit, resilience, and vibrancy continue to thrive. By highlighting multigenerational connections through storytelling and folklore, we could come up with a symbol that carries the backbone of East Vancouver: the immigrants and working class.
First, What makes East Vancouver “East Vancouver”?
Looking at EVCC and Britannia’s history it is clear that the community is has immigrant roots and a vibrance in culture.
AFTER WW1 (1918)
A mix of British, Italian, & Eastern European
1950s
Italian & Portuguese communities flourish:
shops open
1970s
A wave of Latin American & Indigenous residents moves in. Counterculture movement.
1976
The students of Britannia Highschool banded together with the community to form EVCC (Britannia Community Centre)
1980s
Italian, Vietnamese, Chinese,and Indigenous residents coexist
2020s
Start of gentrification with rise in cost of living
But times have changed, What do the people of today feel?
Bianca
79, retired Restaurant Owner, lived in East Van since 1973
Bianca was once imbedded in the community, with her husband but since his death wants to feel connection again with her heritage. She is thinking of back when she was young and the community was a unit, and wants to find that.
People of East Vancouver share a cross-generational sentiment—a quiet disconnect from the vibrant community that once defined the area, alongside a desire to see that spirit return..
Noah
15, Student, born and raised in East Van
Noah is proud of East Vancouver’s grit and edge but longs for a deeper connection. His school once had ties to EVCC in the ’70s, but that link has faded. He’s looking for a place where like-minded people can gather and feel East Van’s energy again.
East Vancouver values their culture, heritage and resilience. When bringing that forward we give back the pride to the community and unite the people.
1
Our Positioning
EVCC is the “Warm Rebel” of East Vancouver. They are proud to be different. They are bold ,multicultural, and activists. When assigning Carl Jung archetypes, EVCC falls under outlaw and everyman.
2
Our Why?
To keep the spirit of East Vancouver alive, fostering unity, pride, and connection across generations.
3
Our Unique Value
Our UVP is the people of this community, the history and heritage.It is essential that we focus on them and the stories that they bring forward.
The Logo’s Story
The creatures (wolf, raven, dragon) root the brand in local myth, multicultural heritage, and the neighbourhood’s creative spirit. Together the animals that represent large historical communities in East Vancouver are coming together. Mixed with mosaic to abstract it and give ode to Indigenous.
“The modular system’s idea is built on the idea that East Vancouver isn’t one story — it’s many.”
Every shape, colour, and fragment in the mark represents a different voice within the community. When these pieces come together, they form mythological creatures, symbols that reflect East Van and the individual. As well, fits the many programs that EVCC has. The 6 shapes on the
