Re-branding town continues though some council members worry about cost


By Ron Giofu


The process of rebranding the town continues although some members of council are concerned if it will lead to increased costs for the municipality.

Councillor Diane Pouget put forth a motion to defer reports made by director of recreation and culture Dean Collver until the town’s finances are in order. She said with uncertainty around the town’s books, the town should not proceed at this time.

“I think council would be foolish to proceed with this,” said Pouget.

Pouget wondered what the costs would be if the town had to make changes to letterhead, logos on town vehicles and in other areas. She also cited a lack of public input into the process, pointing out that no committees or members of the public have been asked to comment.

“They haven’t been consulted in this,” she said.

The suggested new logo’s colors of brown, yellow and grey give the perception its “out with the old and in with the new,” Pouget added, wondering why the colors from the current town crest weren’t utilized.

According to Collver’s report, brown was suggested as a color because it elicits a connection to earth and agriculture, a connection to history and gives an image of stability, dependability, honest and a sense of order. Yellow is meant to elicit optimism, warmth, fun and communication while grey is meant to elicit wisdom, feelings of dignity, decorum and compromise and a connection to history and origins.

Councillor Carolyn Davies believed the town has to “move forward” with the rebranding initiative and capture the right image for the town. She did speak in favor of increased public input, however.

“It takes some time to do it and we have to do it,” she said.

Davies and Councillor John Sutton suggested it was difficult to make a determination on how a new logo would work without seeing it and opted to move forward with the process.

“My biggest concern is getting public consultation into the process,” added Councillor Bart DiPasquale.

Collver said the town has not incurred any costs at this point. Engaging a graphic artist to help with design work would be a “relatively minor expense,” he added.

Town council has every right to make the decision whether or not to change the logo on vehicles and other materials, he continued, adding council can quit the process at its discretion.

Town council was the “focus group” Collver was using, as he stated they are acting as a focus group by virtue of being elected by the public.

“There is a lot to be determined at this stage of the process,” he said.

Councillor Bob Pillon questioned if “some people are afraid of change.” He said Amherstburg has used the same logo it had before amalgamation and “it’s time to move ahead” with getting a new one.

“I love the branding idea,” said Pillon. “Let’s keep trudging ahead with what we’re doing and see what we come up with.”

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