The city’s EarthWise initiative has a new name.
Council made the change following a revote at Monday night’s meeting. The green initiative will now be branded EarthCare Thunder Bay. More than two years ago, the city entered into an agreement with a southern Ontario company to allow for the use of the name "Earthwise."
The local Earthwise committee had been up and running for years before the city was notified of the infringement.
The cost to keep the name could have cost the city $44,000 to purchase the trademark.
The rebranding was originally expected to cost roughly $50,000 but the cost came in at about $10,000, which covered consultations and proposals relating to the name change, designs to finalize the EarthCare logo and registration of two official marks.
The city is required to destroy any materials with the EarthWise trademark on it.
