Posted Dec 3, 2007, 2:31 PM
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Our Tide is Rising
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Join Date: Feb 2007
Posts: 2,752
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Heres the article in the paper talking about the logo:
A brand new Moncton
New logo offers a new image for the Hub City
By Brent Mazerolle
Times & Transcript Staff
Published Wednesday November 28th, 2007
Appeared on page A10
You may have seen the ads or the red, green and blue swooshes of the new logo. But you probably haven't heard or seen much about the City of Moncton's new brand.
That's intentional, says Paul Thomson, the city's director of communications and the de facto brand manager for the city. Slowly rolling out the new logo, the new slogan -- our Tide is Rising-- and the marketing of the city that goes with it is all part of building momentum, just as the city is doing.
The city is moving cautiously but ever forward, as inexorably as the Fundy tides surge up the Petitcodiac each day, because developing a brand identity for the city is no frivolous matter. Instead, it's a key part of gaining the notice of everybody, but especially the 25-44 year old demographic that's upwardly mobile and earning $70,000 or more per year, the group that offers us the best chance of reversing population decline and keeping our economy moving forward.
"We're competing with every other city to try and attract this group," Thomson said, adding that the economic development playing field has changed in recent years. "Before it was go out and get the business. Now it's go out and get the people and the business will follow."
The logo and the slogan, as the most visible aspects of branding the city, came about after extensive consultation with focus groups in different cities and with community and business leaders here.
Thomson said the final product came about out of several considerations. They wanted something that put us back in touch with the river, something that was truly Moncton's, something that wouldn't disappear two years from now, and like the marketing of the city to come, something that reflected how the city stood apart from other communities.
"If it isn't truly Moncton's, we don't want it," Thomson said.
Though the city's Resurgo coat of arms won't disappear completely, it's hoped the new logo will provide both the sense of timelessness and yet the contemporary feel the sicle and beehive on the city crest just don't offer anymore.
Is there a particular symbolism to the three strokes of colour or the shape of the logo? The colours can be taken to roughly represent the city's passion and spirit with red, the importance it places on the environment with green, and the importance of water and returning our attention to our river with the blue. Some see a person in the shape, or sea birds like you find on our wetland marshes or even the bend in the Petitcodiac River reflected in each brushstroke. The point however is that the logo avoids being too prescriptive. Instead, it's flexible and adaptive, something for which Moncton has become famous.
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