Town to develop new route in branding strategy in search for new logo

Image: The current Town logo, which Bonnyville council is looking to create anew. 

The Town of Bonnyville is slowing down and making sure “they get it right” before plunging ahead with a new logo, as part of their branding strategy. 

One of council’s priorities identified with $75,000 in 2023 budget dollars was creating a new branding strategy for the town. There’s been public engagement, there’s been creative work done, but so far, the Town is not satisfied with the direction of the new logo. 

The proposed logo was more of a wordmark, along the lines of the City of Edmonton, for instance, which focused on font and lettering, over image. 

Town council’s discussion on Oct. 24 forced a choice between four options. 

They elected a new route, which would put an icon above a wordmark, at a cost of $30,000. 

“There was a healthy debate, and which is good for councils to have,” said Mayor Elisa Brosseau, referencing the Oct. 10th meeting. 

On Oct. 10th, council seemed split on whether to continue pursuing the wordmark or a different route. 

It was then shuffled to the Governance and Priorities Committee, before coming back to the council table. 

“We’ve done the stakeholder engagements, we’ve received the feedback from the community, we’ve got a really good tone of voice in place, but it’s the perfecting of the actual logo.” 

According to council notes, the suggested timeframe of developing a new route is 8-16 weeks. 

“I’m not a fan of the current proposal. And like we’ve said many times, this is going to be a 30-40 year brand. We need to make sure we get it right. And so I have no problem with spending the additional funds to make sure that we do get it right in my opinion,” said councillor Neil Langridge at the meeting, who made the motion for a new route.

His comments were backed up by councillor David Sharun and councillor Byron Johnson.

Rebranding is in the air lately. The M.D. of Bonnyville is also looking to develop a need brand.