Saguenay unveiled its sculpted letters in a ceremony on May 13.

The mayor of Saguenay and president of Promotion Saguenay, Jean Tremblay, conducted the unveiling in the presence of the Maasdam's captain  Ane Smit. They also conducted the official inauguration of Saguenay’s Port Village area.

In May 2012, the job was given to Marc Gauthier, Traitdemarc graphic designer and owner, to create a new logo conveying the message “fall in love with Saguenay.”

Much reflection and research gave way to the creation of the compact square-shaped logo. It presents the letters saguenay.ca, divided among three lines with a red heart placed where the second line begins. It portrays a universal image and also stands as the signature of Saguenay’s official website.

The mayor and president of Promotion Saguenay was proud to say: “These letters mark the official inauguration of Saguenay’s Port Village. Now visitors can have their picture taken in front of these giant letters to remember Saguenay and our city's name will travel around the world.”
During the same occasion, the mayor and the Maasdam's captain inaugurated a monument to honor Saguenay.

As a major partner for the destination, Holland America Line participated in the Bagotville Wharf inauguration ceremonies on September 9, 2008 and those of the international cruise pavilion on September 4, 2009 with the Eurodam.

The monument is made from granite and aluminum, two elements that are representative of the area. Its form portrays the mountains that descend into the fjord.