DTO - the new Oshawa downtown branding

New action plan, branding for Downtown Oshawa

Oshawa Mayor Dan Carter

Initiatives recently approved by Oshawa council will have a positive and sustainable impact on the city, Oshawa Mayor Dan Carter said in an address to the business community.

He referred to the Plan20Thirty Action Plan for Downtown Oshawa. The new revitalization action plan builds upon Oshawa’s previous downtown plan, Plan 20Twenty, while addressing new challenges and opportunities. Plan20Thirty’s vision statement is: a lively and modern urban centre where all thrive.

Mayor Carter said Plan 20Thirty introduces new actions to meet the needs of an evolving and changing downtown and maintains the same overarching goals to improve and promote Downtown Oshawa as a unique destination for working, living, attending post-secondary school, shopping, dining and enjoying entertainment.

In total, 60 action items were identified across seven core pillars:

  • Business Growth, Expansion & Retention;
  • Residential Growth;
  • The Physical Environment;
  • Social Experience;
  • Communications;
  • Modernization & Innovation; and
  • Customer Service & Red Tape Reduction.

“We’re looking forward to advancing these action items over the coming years to continue to build an exceptional and unique downtown experience,” said the mayor.

The key objectives of Plan 20Thirty are:

  • Acknowledging the impact of the COVID-19 pandemic and developing actions to mitigate its impacts;
  • Identifying the primary role(s) and current state of the downtown;
  • Examining current challenges and future opportunities;
  • Building consensus on strategic directions and activities;
  • Informing potential revisions to downtown zoning;
  • Generating short and longer term investment leads and opportunities;
  • Meeting Oshawa’s job growth targets (mandated by Places to Grow legislation);
  • Enhancing a better economic foundation for future growth;
  • Enhancing, leveraging and marketing the downtown’s strengths and assets;
  • Enhancing, leveraging and marketing the retail, personal service, culinary, arts, culture and entertainment sectors;
  • Strengthening partnerships with organizations such as the Universities and College, the Spark Centre, Business Advisory Centre of Durham, and social agencies; and,
  • Plan 20Thirty will represent an action plan for council to move forward.

City staff will report on the progress of Plan 20Thirty annually through the Development Services Committee and City Council.

New Downtown Visual Brand Identity – DTO

To better communicate the qualities that attract residents, businesses, students and visitors to the urban core, Oshawa has developed a new visual brand identity for Downtown Oshawa: DTO.

DTO represents the strength of the people who have built and continue to evolve Oshawa’s downtown core. The DTO shapes, inspired by the area’s bold and iconic architecture, provide a flexible and adaptable canvas to showcase the creativity, innovation and humanity of our downtown. The brand emphasizes photography of the people of downtown Oshawa – entrepreneurs, business leaders, residents, students, artists, and community-builders, said Mayor Carter.

The brand is the product of a rigorous discovery phase and was developed with input from the voices and perspectives of those within and around downtown Oshawa. Like Downtown Oshawa, this brand is alive – always evolving and growing. We’re excited to share this brand with you; keep your eyes peeled in the coming months.

Convocation Ceremonies

This past month, the city shared in convocation celebrations with graduates from Durham College, Ontario Tech University and Trent University Durham GTA. To help mark the occasion and celebrate the academic achievements of the classes of 2020, 2021 and 2022, unique additions were made to Oshawa’s downtown, including:

  • Selfie stations;
  • Window signage and stickers;
  • Convocation ambassadors who assisted with wayfinding and contributed to the celebratory experience;
  • An email detailing city businesses and amenities for graduates and guests sent directly to all graduating students; and,
  • Collaborative web and social media content shared across the post-secondary networks.

Downtown Sidewalk Snow Clearing Program

After a two-year pilot project, city council has made the Downtown Sidewalk Snow Clearing Program permanent. The program was reviewed and supported by the Oshawa Accessibility Advisory Committee and adds over 12 kilometres of downtown sidewalk snow clearing to the city’s existing operations. The program benefits property owners and businesses in the downtown and enhances visitor experience and walkability.

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One thought on “New action plan, branding for Downtown Oshawa

  1. No parking, no boat launch and the same old talk talk from the same old crowd… prepare to be amused….

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