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Frequently Asked Questions Newmarket is rebranding
- Why is the Town rebranding?
- Why did the Town hire Mindshape to lead the branding project for the Town?
- Why didn't the Town run a community contest instead of paying for a new logo?
- Did it really cost over $100,000 to design a new logo?
- What logo was recommended to Council and why?
- Why are simple logos better?
- What does a simple, effective brand say about the Town?
- Why not just stick with the crest?
- What factors influenced the branding project?
The Town's current corporate identity is lacking a distinct focus and direction. The existing logo, the Town crest, was designed in the 1800s and on its own does not project the modern, progressive municipality that Newmarket has grown to be. The Town crest was also tested with focus groups, and Newmarket residents unanimously agreed that it was time to rebrand stating that they couldn't relate to the current logo and that it didn't represent the Newmarket of today. In order to properly market Newmarket as the progressive, dynamic and forward-thinking municipality is has come to be, the Town requires a new brand that reflects those attributes.
Why did the Town hire Mindshape to lead the branding project for the Town?As part of the Town's purchasing procedures, all contracts (bids and tenders) are advertised for a set period of time and any company is welcome to submit a proposal that responds to the criteria established by the Town. The contract is advertised on the municipal Town Page in the Era-Banner and on Biddingo.com, which is included at www.newmarket.ca.
There are a strict set of criteria that bidders are evaluated for with price being a major consideration. Marketing/branding companies were able to submit a proposal to the Town between February 28 and March 25, 2008. Out of the 20 proposals the Town received for this contract, Mindshape Creative Brand Marketing offered very competitive pricing and was unanimously selected by the evaluation committee as the most qualified to lead the project.
Why didn't the Town run a community contest instead of paying for a new logo?Most of the costs of branding have been focused on the research and development phase to gauge people's perception of Newmarket and determine the type of brand that will appeal to businesses and residents that we want to attract to Newmarket. The actual cost of the logo design was less than 5% of the project total.
This is the first time that Newmarket has rebranded since the 1800s, and extensive research was critical to make sure the Town got it right and that the new brand will help bring new businesses and residents to Newmarket as the town enters a new era of growth.
That's why we opted to hire a professional firm that specializes in branding to lead this exercise for Newmarket, rather than running a community contest.
Did it really cost over $100,000 to design a new logo?Despite the recent articles and letters to the editor in the Era-Banner, the Town spent just $5,000 to design over 20 logos for the Town to consider.
The majority of the $100,000 contract (not $120,000 as reported) was allocated on the research, consultation and analysis phase, which was undertaken to determine Newmarket's brand strength and to inform the ultimate creation of a new brand and logo for Newmarket. The Town also conducted four focus groups with Newmarket residents to test potential logos before they were put before Council.
The research phase was extensive to ensure the right strategy and target market were identified to help Newmarket acheive its economic development objectives. This is the first time that Newmarket has rebranded since the 1800s, and extensive research was critical to make sure the Town got it right and that the new brand will help bring new businesses and residents to Newmarket as the town enters a new era of growth.
What logo was recommended to Council and why?The Corporate Branding Steering Committee recommended the logo below to Council at the October 6 Committee of the Whole meeting.
The recommendation to adopt this logo is based on two requirements for a successful visual identity. First, this logo is distinct, clean and uncluttered which will make it easily identifiable on a wide range of applications (business cards, trucks, water towers, ads, etc.).
In the form of a stylized "N", the colours and crisp lines and angles will stand out among the more busy, cluttered and unimaginative identities of other municipalities. Secondly, this logo reflects energy, vitality and progress through its contemporary colour scheme. Its angular square with the arch element suggests motion and activity, which are two aspects of a dynamic and lively town. The arch itself is a recognizable symbol of Newmarket referencing the Davis Drive arch. There is also an acknowledgement of heritage as it reflects the Radial Arch in its shape. The design is reflective of the current marketing trend toward the creative class. The logo has a simple, clean appearance that suggests a clear message of progress and vitality. This logo, along with four others, were tested with Newmarket residents through focus groups on September 9 and 10. This logo in particular tested well with residents. Here are the attributes that Newmarket residents associated with this logo:
Denotes a future / forward looking municipality
Indicates that Newmarket is a growing and developing community
Presents the Town as modern and fresh
Suggests that the Town is a good place to set up a business
The blue area indicates growth and buildings
The green area speaks to a green, environmentally-responsible community, and to quality of life
The arch represents a welcoming, diverse community and also reminds them of the Davis Drive arch
Residents feel this logo will still look good 15 years into the future / stand the test of time
This option, along with another, will be presented to Council again at the November 3 Committee of the Whole meeting for their consideration. Why are simple logos better?When it comes to design and marketing, the key is simplicity. We know that a more detailed logo that tells a story is easier for the average person to relate to and 'get.' However, more detailed and anecdotal logos have been proven to be less effective as their complicated designs make them less memorable and visually impactful. Simple, clean logos, on the other hand, have been proven to be very effective. Take New York City, Nike and Apple as examples of simple, powerful brand logos.
Based on key principles of branding and marketing, the Corporate Branding Steering Committee has recommended a bold, clean and simple design that positions the Town as a progressive, dynamic and contemporary municipality.
What does a simple, effective brand say about the Town?An effective corporate identity has many advantages, and says a lot more about the Town than most people would assume. For example:
- It gives your organization increased distinction, memory, and recognition.
- It is a condensed tangible representation of your organization to constituents.
- It expresses your organization's style, quality, and personality.
- It shows that you care about your organization and respect the market enough to present yourself thoughtfully and effectively. It can give your audience confidence that you will place the same concern into your efforts for them.
- It provides a focus and can help the Town communicate values and directions to others.
- It works in conjunction with an organization's long-range marketing and growth efforts.
- It inspires pride in those within your organization and within the town.
- It sets you apart from the competition
Through the online research conducted in July and August, the Town has learned that only 57% of Newmarket residents recognize the crest as the Town logo, and just 8% of GTA residents know that the crest belongs to Newmarket. These results tell us that our current logo has very little brand equity (recognition combined with positive associations) within the GTA.
The crest was also presented to focus groups of Newmarket residents on September 10. Overwhelmingly and unanimously, the focus group participants felt that we should rebrand stating that they could not relate to the current crest (see right), felt it looked outdated and didn't understand the relevance of the bees and beehive. They also felt that it had a 'monarchist' feel and objected to the connotation.
Even though the crest didn't test well, it is still an important part of the Town's history and is something the Town feels should be retained due to its historical significance. For that reason, staff is proposing that the crest be repurposed as the official corporate seal of the Town. Overall, it is proposed that the new logo be the logo that represents the town and the corporation, but that the crest would have its place on certificates and specific official or Council-related documents.
What factors influenced the branding project?
There are a number of key factors that have influenced the branding exercise, which include the following:
- Newmarket needs to increase its population to support the Places to Grow Act and to maintain a strong tax base.
- Vertical development and intensification represents the future of the town.
- Newmarket is witnessing a shift from manufacturing to "white collar" jobs (knowledge-based / service-sector industry) and toward higher density housing.
- Individuals that work in white collar jobs and live in smaller, higher density homes are typically younger and educated (the creative class!).
- Visual identity should represent the growth and development of the town.
