Town unveils a potential new look

Photo by Chris Simon Innisfil council voted to delay a decision on the town's branding process until tonight. And then there were two.

Innisfil councillors were introduced to two potential new looks for the town's logo, during a meeting last week. Along with the logos - which feature a pallet of blue, green, orange and black colouring schemes - councillors were also presented with a new slogan for the town, Innisfil: Infinite Opportunities.

However, councillors delayed a decision on adopting a new logo and motto for one week.

"I don't have a problem with this, I think it's exciting, but council needs some time to think about it," said mayor Brian Jackson. "Quite frankly, it's different and something we're not all used to.

"We've got to think about how this affects our community. This is a big decision that will affect the municipality for a long time, we've had about 10 minutes to think about it."

The two potential logos were developed by the branding firm YFactor over the last few months. The logos and slogan have since been reviewed by the town's Economic Development Advisory Committee.

That committee has approved the slogan and prefers the logo featuring a flower with circular patterned petals.

The other logo option includes a water pattern running under the word Innisfil, with dark lettering, an orange letter 's', and a flower blossoming out of the letter 'i'.

"The idea of attracting American corporations to Innisfil isn't happening, we need to promote Innisfil abroad (and attract) companies that are looking to move into the North American market," said councillor and EDAC member Dan Davidson. "A lot of (those) companies are a lot more environmentally aware. In both logos, colour is important to catch the eye. We have to make Innisfil distinct."

YFactor designed the logos and motto after surveying over 20 local businesses and reviewing Statistics Canada documents to gauge an overall understanding of the town. Designers believe the new logos and slogan bring together the town's natural features, such as agriculture, parkland and access to Lake Simcoe, said YFactor CEO Anya Codack.

"The goal with branding is to market a brand that personifies your best attributes," she said. "Based on the information we gathered, we put together an identity for the town. It's designed to help you reach goals. You need a logo and a motto in order to present the brand."

Branding is typically seen as a name, term, design or symbol that is used to distinguish products, businesses and government agencies from others. Recently, County of Simcoe staff launched a rebranding strategy, and have since labelled municipal vehicles and signs with a new logo and catch phrase.

Davidson says the town needs to rebrand itself, to attract business to the area.

"We're not artists, we're councillors, we left it up to the professionals to present several items to look at," he said. "Innisfil is moving forward at a more rapid rate than it ever has in the past. Competition's getting fierce for this town to attract businesses. I can understand the need to look at these, I'm just hoping we don't procrastinate."

But others were wary of the extent the branding would reach.

"I was under the understanding that branding was much bigger than (this); it's vision and getting everybody on board," said councillor Lynn Dollin. "I was expecting a more holistic approach. How far reaching is this, are we going to see this on the side of our trucks? If we do, the (colouring) could be expensive.

"I don't even know what this is for."

Councillors are expected to review the branding proposal tonight. If approved, the town could begin to develop a plan for the implementation of the new look, including redesigning the municipal website, street signs, vehicles, and documents.