Title
Parkland County Rebranding Presentation
Proposed Motion(s)
That Governance and Priorities Committee accept the Parkland County Rebranding Presentation as information.
Body
Administration Recommendation(s)
Administration believes the new brand image and brand philosophy are a better reflection of Council's Vision and MIssion statements and are consistent with the energy and direction Council has set for the future of Parkland County.
Purpose
To share with Governance and Priorities Committee the new branding concept for Parkland County.
Summary
The current Parkland County logo graphic was trademarked in 1989, and the logo with the text was trademarked in 1996. While the logo and tagline served the County well for many years, the logo was safe and predictable and the tagline did not express the County's Vision and Mission, nor did they reflect the new energy and direction for the future of Parkland County.
There is much we have to offer in Parkland County, but we need to stand out from our competition, being other municipalities in the Capital Region. It is time to step out of our comfort zone and present a new face, one that better reflects the future of Parkland County as an organization and as a community.
Strategic Plan Implications
The new branding concept is consistent with Council's Strategic Plan - Governance Goal #3: "Parkland County will have a strong, cohesive identity throughout the community and the region."
Financial Impact:
Funds for rebranding were approved in 2012 Spring Budget
Other
Communications is working with all departments for adoption of the new brand concept, including logo and brand philosophy, into organizational templates as part of daily operations as well as marketing and communications materials, including the Parkland Communicator newsletter, newspaper templates, brochures, signage, and more. The official launch of the new brand is September 4th, 2012, but there will be a transition period to December 31, 2012, as we work to switch over to the new brand image.