By Ron Giofu
A crowd of about 20 people attended the public consultation session at the Libro Centre regarding the proposed new logos with varying opinions on which one they liked best.
Cinnamon Toast New Media, led by owner/creative director Bronwyn Mondoux, made a presentation to parks and recreation committee members and heritage committee members followed by another presentation to the public last Saturday at the Libro Centre. At the public meeting, Mondoux brought forth the results of the “Talk the Burg” survey, which had 558 responses and 468 of those identifying as being from Amherstburg. Eighty tourists replied while ten identified as local business owners.
About 47 per cent of the residents liked “Option B,” which was the stylized “A” logo while 37 per cent of the tourists liked “Option A,” which was the original logo brought forth to council in mid-January.
“Option C,” the other logo that was presented after the council meeting with buildings and waves in it, was the second favourite of both residents and tourists, Mondoux reported. The least liked logo in both groups was the simplified version of the original logo.

Logos discussed include Option A (left), Option A simplified (centre),Option B (top right) and Option C (below right).
Option A will be the one that will again be recommended to town council for adoption, as Cinnamon Toast New Media believes that is the one that will connect with millennials and also will address the town’s strategic plan and values as well as what was in the original Request for Proposals (RFP).
Norm Mickle said of Option A that “I don’t understand the logo concept at all” and that Option B looked too similar to that of the Amherstburg Admirals’ logo. Mickle said that Amherstburg is a town that “pioneers new things” and that “we do things here that other towns follow.” He didn’t believe the logos he referenced would inspire tourism or businesses to move here.
“My personal feeling is that neither of these do any of that,” said Mickle.
CAO John Miceli said the town’s Official Plan that was adopted in 2009 outlines the economic importance of tourism “and how important it is to the growth of this town.”
“We got this right back in 2009,” he said. “It’s been ten years and no one did a thing.”
Miceli admitted he wasn’t a fan of Option A at first and preferred Option C. However, he said Option A captured everything the town was looking for in a logo.
“We’re trying to develop tourism as an industry,” he said. “We’ve said since 2009 that we should be doing this.”
Gord Freeman pointed out local artist Elio Del Col designed a logo several years ago that didn’t get off the ground. He believed the consultants should have been given copies of the two-volume book series on Amherstburg to get an education on what the town is about.
“I am not in favour of rebranding. We are the brand here,” said Freeman. “We are recognized in the province. We are the historic heart of southwestern Ontario. Pretty much no one else has what we have, except Sandwich possibly.”
Nancy Atkinson said she circulated the originally proposed logo to family and friends who questioned what it was. She added that when she vacations, “never do I look for a logo.” Atkinson added that she doesn’t understand why the logo is so important and that festivals “are awesome and speak better for all of us.”
Bob Rozankovic questioned why the recommendation supports the 37 per cent of 80 tourist respondents, rather than the responses from the residents.
“This doesn’t make sense,” said Rozankovic. “Shouldn’t the new logo carry the approval of the residents first and foremost?”
Rozankovic added “a logo will never draw tourists here. I’ve travelled the world – a logo doesn’t do it.”
Former councillor Diane Pouget pointed out that she voted against the $76,000 branding expenditure because “I think it’s a waste of money.” She believed that a logo design could have been found within the community and not by hiring a firm from outside of Amherstburg.
“We could have done it with high school students,” said Pouget, adding “I have not heard of anyone that likes it.”
Pouget added that she was previously at the committee meeting and reported they were having difficulty achieving consensus.
Sarah Gibb believed there was too much focus on the town logo and that it’s “one piece of the puzzle.” She added she plans her family’s vacations and uses online tools such as new websites to do it.
“It’s a bigger picture item,” she believed, of the branding strategy. Gibb added that “we need to attract people here” over other local municipalities.
“I want them to come here,” she said.

Gord Freeman pointed out the town had a new logo designed several years ago by Elio DelCol.
Janet Willoughby supported Option A, believing that “it makes us unique.” She added that logo will look good on a t-shirt or mug and that the colours were nice as well.
Mondoux noted the logo helps “set the tone” but noted there are other components of the branding project to come, including the new tourism website.
“This is going to turn into so many pieces,” she said.
Anne Rota, the town’s manager of tourism and culture, also said the logo “is a small piece” and there is a “beautiful, beautiful website that is coming.”
“Let’s not get stuck on the logo,” she said, though added the recommended option “has a piece of what everyone wanted in a very edgy way.”
Both the town and Cinnamon Toast New Media revealed that the new logo will not replace the current town crest, the latter still said to be in the plans for more official documentation and will stay on town vehicles.
“Perhaps we should have done a better job communicating that,” said Rota.
The matter will appear before town council again Feb. 25.