Wellington County council has approved a logo for the county’s Live and Work in Wellington talent attraction program, despite concerns from several councillors who don’t like the design and at least one who felt it was too American-looking.
The logo, developed by county communications staff and the economic development committee, features a drawing of male figure pointing straight ahead surrounded by the words “Wellington Wants You! Live and Work in Wellington.”
A report from communications manager Andrea Ravensdale presented at the April 27 meeting notes Canadian and American lawyers have done full trademark availability searches in both Canada and the United States.
“While there are several similar logos and wording (mostly in the U.S)., the assessment of both legal firms is that the logo does not appear to infringe the trademark rights of any third party and the risk of objection to trademark applications filed by the county is low,” the report states.
It notes the trademark application process generally takes about 18 months to complete “but the county can use the logo on its related marketing pieces in the meantime.”
A trademark application will be filed in the U.S. and an Official Mark application will be filed in Canada, Ravensdale explained.
A media and partner launch event for the Live and Work Wellington brand is scheduled for May 26.
Councillor Gregg Davidson said he is concerned the logo “looks a little too USA.”
“I look at this and I don’t see it hitting our target audience,” said Davidson, who wondered how the logo was chosen and suggested the use of focus groups to provide direction.
Councillor Chris White noted the logo for his township, Guelph-Eramosa, was developed by staff and “It’s beautiful, costs nothing …
“I just caution not to spend $50,000 on logos because they really are a personal preference.”
“Focus groups don’t always cost a lot of money,” replied Davidson.
“A focus group of councillors or staff who are involved is not a smart idea, so you’ve got to go outside and use the public.”
Ravensdale explained the logo “was developed with economic development. They wanted a strong logo that also represented the county. The committee supported it.”
“I’m not overly thrilled with it,” said councillor Don McKay, who requested council split the Live and Work Wellington report out from the rest of the economic development committee report for a separate vote.
White cautioned that if council is not in favour of the logo, it should be sent back to the committee for review, rather than rejecting it outright.
“To be honest, it’s not the greatest looking thing … (but) at the end of the day, the committee’s done their work, they’ve approved this, it’s gone through some vetting. I ask that it be referred back to committee,” said White.
“This is not the first time we’ve seen this,” Warden Dennis Lever pointed out, adding the impending launch dates makes timing an issue.
Ravensdale confirmed the logo design appeared in the March economic development committee report, although the wording has since been slightly changed. Originally, she explained, the logo read “We Want You!” rather than “Wellington Wants You!”
She also emphasized the upcoming launch date and stated, “there a lot of work that has already gone into it.”
Councillor Kelly Linton cautioned against getting too concerned about specifics of a logo.
“It’s such a personal preference. I think what the committee was going for was a strong, distinctive look … whether you like this logo or not, if you send it back to committee you need to give some direction.”
Councillor Allan Alls also urged council not to spend money on a revamp of the design.
“I can’t get excited about logos. I don’t even look at them,” Alls stated.
“I don’t think our taxpayers would really appreciate hiring a consultant to look at a logo. The committee’s come up with it. I’m satisfied with it.”
A motion to accept the Live and Work report, including the logo design, passed by an 8-5 margin.
Councillor Chris White abstained and councillor George Bridge, who chairs the economic development committee, was absent.
