Town logo may be redesigned

Public opinion sought on rebranding artwork

Does Bridgewater want a literal logo or to be represented by abstract art?

That was the question posed to council on the evening of March 3, when council was presented with three logo options to represent the town.

“Hopefully, it will be the standard for Bridgewater for decades to come, so it’s definitely in everyone’s interest that we find a consensus and get it right,” said Patrick Hirtle, the strategic initiatives coordinator for the town, who presented the information.

As council was largely unimpressed with the results of the town’s rebranding initiative, it has decided to survey the public on the town website and via its Facebook account in order to gauge public opinion and interest in the options.

It has also asked the branding committee to come back to council with a recommendation.

“I think, at the moment, I personally do not like the current logo and I think it needs to be refreshed with something a little more modern looking,” said Councillor Graves.

“At the end of the day, 60 per cent are going to like it, and 40 per cent are going to hate it, but in two years’ time nobody’s going to care. They’re going to forget about it, and it’s going to be a part of the culture and the psyche of the community.”

The rebranding concept was developed as part of the downtown and waterfront master plan process, which was approved in principle in April 2013. Ekistics Plan + Design was engaged with its marketing and graphic arm, Form:Media, to develop this design.

At that time, council established a branding committee, and $20,000 has been committed to this design since the last budget.

The branding committee presented one of four options based on a shoreline design, with revised fonts and colours chosen, to council in January 2015. A style guide explaining how the logo should be used in different forms to maintain a sense of consistency accompanied the new branding elements.

Councillor Andrew Tanner thought the town could do better and ordered the creation of two more designs, with the addition of the town’s iconic bridges, at his own expense.

“To me, the bridge is what we are,” said Councillor Sandra Mailman, who commented on the similarity between the Ekistics design and the Korean Air logo.

“For the money we spent, it seems to me like we didn’t get our money’s worth,” she said.

If the council does not agree with the branding committee’s recommendation, it will likely spend the same amount of money developing another design.

The survey related to the images will be up on the town’s website and Facebook page until March 16.

As originally published in LighthouseNOW Progress Bulletin

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