FORTITUDO ET DECOR or Vitality and Beauty, is the motto of Cowansville. It is taken from the Book of Wisdom chapter 51 and captures well the dynamic nature of the city as well as its location of choice in a region that is well known for its natural attractions, its harmonious development and the pride of its residents.

Fortitudo
values – strength/ Christian virtues/ courage - work ethic/civic virtues..
The word captures the vitality and hope.

Decor
beauty/natural setting-arts-elegance-/population - honour/glorious ancestors
The mountains that surround the city, the churches, the homes, the entire city
as it is and as it will be are summarized in the word Decor.

The Crest
The undulated band crossing the crest represents the Yamaska River and the two linked arms symbolize the warm relationship that exists among the citizens. The two wheels shown above represent the economic contribution of the city’s industries, and the horn reminds us of the first postmaster, Peter Cowan in whose memory the city is named.

The crown with three towers symbolizes the dignity of the city and the maple branches represent Canada.

The hand shake symbolizes the welcoming and co-operative spirit of the residents, and the fact that the hands are perfectly identical reminds us of the notion of collectivity and the bringing together of people. The duality of the elements reflects the harmony that exists between the French and English linguistic communities.

We can also see two roofs which represent the community, the two beltway roads and the river that runs through the city.

Seen from the front, the symbol reminds us of the geography of Cowansville and its region, in winter symbolized by the white, and in summer; by the blue and green. Mountains and lakes can also be seen.

Finally, the crest symbolizes the dynamism of the citizens of Cowansville at all levels of the community be it in business, industry or the volunteer sector.