By Stephen Vance, Staff
The logo for the Municipality of Meaford will be complete once again after council voted in favour of a revised logo that includes the words ‘Municipality of’, a return to the familiar logo that had been in use from the time of amalgamation until a few years ago when ‘Municipality of’ was removed.
In March of 2011, then CAO Frank Miele ushered in a new logo and slogan for the municipality while at the same time stripping the words ‘Municipality of’ from the design. While the community had been offered the opportunity to provide input to the updating of Meaford’s branding in 2010, the opinions of residents who participated were largely ignored in favour of Miele’s comparative marketing concept to brand Meaford as the ‘Other Big Apple’. Miele had used a similar tactic, and with much greater success several years prior when he had a role in the development of the ‘City above Toronto’ moniker for Vaughan where Miele worked prior to being hired by Meaford.
In March of 2014, the previous council – who three years earlier had unanimously supported the revised branding of the municipality – asked staff to discontinue the use of the much maligned tag-line “The Other Big Apple”. On April 27 of this year, the newly elected council had requested another change – that municipal staff reinstate the full name of the municipality on the logo, and to update signage and municipal documents accordingly.
At their June 22 meeting, council was provided with a report that outlined seven designs that staff considered as well as cost estimates for updating signs and other items that include the municipal logo.
“Seven layout options were developed to reincorporate the “Municipality of Meaford” in the corporate logo. Option 1 (photo) is the recommended option. This version provides larger, centred text and best meets readability standards and accessibility regulations,” said Meaford CAO, Denyse Morrissey, in her report to council.
As for a municipal slogan or tag-line, Morrissey suggested that for the time being, the municipality continue to use a slogan that has been used for tourism promotion over the last two years while the need for an official tag-line is evaluated.
“Many of our 2013 to 2015 promotions and advertising campaigns have focused on the theme “Set your sights on Meaford”. The development of a municipal tag-line has not yet been undertaken. It is recommended that the need for a new tag line be re-evaluated in consultation with the Economic Development Advisory Committee. It is recommended that should a new tag-line(s) be developed that it not be added to the logo. Instead, it would serve as theme or themes for marketing the Municipality of Meaford in advertising campaigns,” advised the CAO in her report.
