Haldimand County is proud to introduce its new brand & logo! It’s a cohesive, contemporary corporate identity that will help portray the benefits of our community to residents, businesses, investors and visitors. Learn more about the re-branding process and rollout plan below.
Introducing: Haldimand County’s new brand!
In April 2019, Council reviewed a proposed new logo and brand as part of its approved Economic Development Strategy (see EDT-04-2019). After deliberation and some suggested modifications to the concept, Council additionally approved staff recommendations to adopt the logo for corporate use (see EDT-M02-2019) .
Creating a new brand and logo to market the County was identified as a priority in 2017 following the development of comprehensive economic development & tourism strategies. The Council-approved strategies outlined the need for a strong brand to raise the County’s profile and differentiate it in the minds of prospective investors, visitors and businesses to foster economic growth.
In 2018, the County received funding from the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) Rural Economic Development Fund to conduct the brand strategy. Hamilton-based consultants CQNS were retained to lead the brand strategy’s development, which included multiple stages of research and stakeholder engagement including online/telephone surveys, the formation of a brand steering committee and public meetings held within each community.
During the development of the new Economic Development & Tourism brand, an opportunity to update the Haldimand County corporate logo was identified. For the past 18 years, the County has had a Coat of Arms (used for formal business) as well as a logo (used for marketing and communication purposes). The County’s corporate logo usage policy – instituted in 2001 – acknowledged that the logo would have a limited lifespan and require periodic updating.
The new logo provides a fresh new look for Haldimand County and portrays the county’s natural beauty while symbolizing its potential as a great place to live, work and play. “A cohesive, contemporary corporate identity helps portray the benefits of our community to residents, businesses, investors and visitors,” said Don Boyle, Haldimand County’s Chief Administrative Officer. “Haldimand County has evolved significantly since 2001 & the new logo reflects our community’s increased vibrancy, dynamism & potential,” he added.
Part of the re-brand involved the creation of a new tagline that celebrates what makes Haldimand a unique destination for both visitors and prospective investors. The new Economic Development & Tourism tagline – Real. Potential. – speaks to two key elements of Haldimand County’s character: authenticity and opportunity.
Real is just how we live. It is about authentic and sincere experiences with people who are proud of who they are and what they have created.
Potential is our promise. We want to show people what Haldimand County is – a place where you can create a new business, have unique experiences and make a real impact.
“This is an exciting change and marks a turning point in the way we communicate the benefits of the County,” said Haldimand County Mayor Ken Hewitt. “While our commitment to the business community in Haldimand will not change, there is incredible potential to grow. Cities and surrounding regions throughout Ontario are marketing themselves directly and in defined, refreshed ways; the new branding puts Haldimand in a position to compete for those opportunities,” he continued.
The new logo will be rolled out incrementally. Replacement of roadside and building signage, as well as updates to County publications bearing the old logo, will occur gradually over time to minimize costs. The majority of County assets and materials will be updated as they are re-ordered, re-printed or replaced.
Q1. Why is Haldimand County getting a new logo?
Creating a new brand and logo for Haldimand County’s Economic Development & Tourism marketing purposes was identified as a priority in 2017 following the development of comprehensive economic development & tourism strategies. The Council-approved strategies outlined the need for a strong brand to raise the County’s profile and differentiate it in the minds of prospective investors, visitors and businesses to foster economic growth.
During the community engagement phase of the brand re-development, it was noted that the County’s current logo – which is 18 years old – would also benefit from a refresh. The County’s corporate logo usage policy – instituted in 2001 – acknowledged that the logo would have a limited lifespan and require periodic updating.
After community consultation & research, the resulting brand was found to reflect the County as a whole and as such, Council decided to adopt it as Haldimand’s new corporate identity.
Q2. How was the logo and Economic Development/Tourism tagline developed?
Hamilton-based consultants CQNS were retained to lead the brand strategy’s development, which included multiple stages of research and stakeholder engagement including: online/telephone surveys, the formation of a brand steering committee and public meetings held within each community. Feedback provided by community members helped distinguish Haldimand’s strongest assets and define the unique elements of its story to support the new logo and brand.
Q3. What’s the story behind the Economic Development & Tourism division’s new tagline Real. Potential.?
Part of the re-brand involved the creation of a new tagline that celebrates what makes Haldimand a unique destination for both visitors and prospective investors. The new tagline – Real. Potential. – speaks to two key elements of Haldimand County’s character:
Real is just how we live. It is about authentic and sincere experiences with people who are proud of who they are and what they have created.
Potential is our promise. We want to show people what Haldimand County is – a place where you can create a new business, have unique experiences and make a real impact.
The Real. Potential. tagline will be used solely for marketing purposes.
Q4. What does the logo represent?
The new logo portrays the county’s natural beauty while symbolizing its potential as a great place to live, work and play. Visually, the layers symbolize the landscape and waterways while the dynamic upward shape communicates a sense of optimism and opportunity. The sun emphasizes the fact that in Haldimand, “anything is possible” with the sunrise being a metaphor for a new day or a sunset occurring after a day well spent. The primary font is strong and clear and reflects Haldimand’s authentic character.
Q5. When and how will the new logo be rolled out?
The new logo will be rolled out incrementally with a strategic implementation plan. Replacement of roadside and building signage, as well as updates to County vehicles and other assets bearing the old logo, will occur gradually over time to minimize costs. The majority of County assets and materials will be updated as they are re-ordered, re-printed or replaced. Many digital applications of the new logo can be implemented quickly at no cost.
There will be no change to the County’s coat of arms.
Q6. How much will introducing the new logo & brand cost?
Haldimand County received funding from the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) to carry out the re-branding process. OMAFRA provided the County with $20,000, which covered half of the $40,000 total project cost. The total cost represents more than just logo development: it includes hours of consultant-led stakeholder research & community engagement, the development of brand guidelines to achieve consistency across all signage/marketing materials, a comprehensive marketing plan & more.
The strategic, incremental rollout of the new logo will ensure that replacements are done within approved budgets in a fiscally responsible manner.
The new logo is being introduced at an opportune time, as a number of County assets are currently due for replacement or pending installation (e.g: roadside signage, new trailheads, etc).
Q7. Have other municipalities done this? Is changing a logo common?
A number of municipalities across Ontario have recently introduced new corporate identities, and it is a best practice in both public and private sectors to undergo periodic re-branding exercises.
Typically, new logos and brands are introduced by municipalities to better position themselves as competitors for funding and economic development opportunities regionally, provincially and nationally. Haldimand County’s new brand will make the County stand out as a forward-thinking, contemporary & vibrant locale and increase its ability to compete for these opportunities.