Council has officially approved a new logo as part of a branding exercise underway in the township.
At the April 22 meeting, council approved a staff report recommending adoption of a logo selected with the assistance of public input.
In January, council accepted the recommendation of the township’s management committee to spend $8,500 to hire London-based consulting firm Honey Design to conduct a municipal branding exercise.
Focus groups involving about 20 local residents helped select a short list of three logos designed by the consulting firm.
The logos, which feature the Mapleton name and the tagline “Rooted in Tradition – Growing for the Future,” were displayed at the township’s booth at the Drayton Farm Show on April 2 and 3. Residents were asked to vote on the one they preferred.
The chosen design, featuring a stylized three-colour maple leaf over the text, was preferred by 55 per cent of 152 ballots cast at the farm show.
Crystal Ellis, Mapleton’s business development and marketing co-coordinator, said the majority felt the design “represented the agricultural traits of the area, the font brought a traditional element, and the leaves were seen as representing the smaller communities coming together to support one another.”
While approving the logo design, councillors’ reactions were mixed.
“This is an excellent job and an excellent project that you have done,” said councillor Jim Curry.
“The slogan ‘Rooted in tradition and growing for the future’ – I wondered if growing was the right word? Maybe prepared? Do we know we’re growing?” wondered Mayor Bruce Whale.
“The idea is to make Mapleton more attractive as a place to bring your family … and to have your life rooted here,” Ellis explained.
Councillor Mike Downey questioned the value of changing the township’s logo.
“I don’t have an issue with branding, but the whole concept of changing logos, does that change our brand? Does that attract business? I look at the whole cost of doing this and what’s the return? How is it beneficial?” Downey asked.
“This allows us to look at who we really are … so that people aren’t referring to ‘I’m from Alma,’ or ‘I’m from Drayton.’ They’re saying ‘I’m from Mapleton.’ So that’s the return,” replied Ellis.
“I don’t think there’s any real measure of how you evaluate something like this,” Whale commented. “If that logo was on our trucks, it’s something that people would notice rather than trying to read (the existing logo).”
“I look at it like a redecoration. It’s like a new paint job. Does it make us money?” asked Downey. “I’m not condemning this design or the work being done – it’s taxpayer’s expense.”
Whale noted most costs would be up front, as the logo is incorporated on signage and equipment.
“The next stage of the rollout will be budgeting. That stuff will be rolled out, but it will be a mater of time as the money is allocated,” Ellis explained.
“Just for the record, there’s been a lot less public input on this than there was on the skate park,” said Downey.
Whale pointed out public input included focus groups and the farm show display.
“Were there any public meetings?” asked Downey.
Advised there were not, Downey continued, “So if you didn’t attend the farm show you didn’t have any public input?”
Ellis pointed out the display at the farm show actually resulted in more public input than an April 10 public meeting on skate park options, which was attended by about 35 people.
Only 29 ballots were cast on a short-list of three potential locations for a skateboarding facility in Drayton.
“Maybe you could compare the amount of people who came to your public meeting, compared to going out to where the people were,” Ellis suggested.
