The Nanaimo-Ladysmith school district has adopted a new $24,000 corporate logo, designed by the Vancouver-based Ion Branding Design firm.

The logo features a multicoloured salmon formed out a number of separate pieces over the term Nanaimo Ladysmith Public Schools.

The old logo, adopted in 1980, was developed when the district included just schools in the city so that logo includes Nanaimo-only landmarks, such as the Bastion and Mount Benson, and the school board wanted a new one reflecting the district's current realities.

District spokeswoman Donna Reimer said the new logo was determined by Ion Branding Design after extensive consultations in the region on what logo best illustrates the visual identity of the district. She said a salmon was chosen in the design because it symbolizes renewal, the environment and the caring and nurturing of students.

"All the different sizes, shapes and colours that make up the salmon in the logo represents the diversity in this district," Reimer said. "We also changed the name on the logo from the Nanaimo-Ladysmith school district to Nanaimo Ladysmith Public Schools to more clearly indicate that the district is a public school system."

The cash-strapped school district faced criticism when it first announced in the fall that it will spend $24,000 to develop a new logo. Many expressed concerns that the development of a new corporate logo could have been accomplished much cheaper if local talents were used instead of hiring an expensive professional firm.

School officials responded that the costs are related to the fact that Ion would undertake a substantial consultation process with the community and all stakeholders in the development of the new logo design.

The officials said that once a new logo was designed, Ion would provide the district with electronic files and specifications to allow the use of the new logo in a variety of applications, including on the district's website, letterheads, print advertising and signs.

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