| The District of Sechelt has scrapped the logo that once depicted a sailboat,sunshine, and the ocean with the tagline, “Blessed by Sun and Seas”. In its place, they paid twenty thousand tax dollars to a Vancouver company to create a new logo and a two year plan to train District staff on how to use it properly.News that Sechelt was looking to re-brand itself was unceremoniously delivered to most Sunshine Coast residents after the new logo was unveiled in the June 10,2011 issue of the Coast Reporter. Shocked by the uncanny resemblance to that of Wal-Mart’s new logo (color, font, and design layout), I was inspired to find out what happened! What was the thinking behind this logo selection? After downloading and searching through three years of Council minutes, the information discovered was surprising. In a report written by Rob Bremner, Chief Administrative Officer for the District of Sechelt on May 20, 2011 to Mayor and Council, a ‘Request for Decision’ was proposed in order to move forward with the Re-Branding Initiative of Sechelt. An off-coast graphic arts company called Ion was selected to create Sechelt’s new logo. Mr. Bremner writes in his report that an “expanded focus group” was launched to provide input into the rebranding/ logo initiative including “key community representatives from [the District’s] partner groups…” Members of this focus group listed in the report are the Coast Community Builders Association, along with the District of Sechelt’s neighborhood associations. Furthermore, Mr. Bremner states in the same report, “Rough concepts developed based on the contractor’s research and were presented for review by the expanded focus group.” Contrary to Mr. Bremner’s report, the CCBA and all eight of Sechelt’s community associations and their representatives have indicated that they were never contacted for their input into the re-branding or logo selection process. Mr. Bremner’s recommendation made to Council was to “endorse the recommendations made by the Branding Working Group to begin implementation of a new Brand Strategy”. | Shockingly, even after repeated requests (found in Council meeting Minutes onJuly 8, 2009, July 15, 2010, and June 1,2011) by the District’s own Arts, Culture and Heritage Advisory Committee,their directors were not given the opportunity to be involved in the decision-making process or comment on the logo’s draft and final design for Sechelt. Leafing through the Minutes of Sechelt’s Committee of the Whole meeting dated May 25, 2011, a Council member stated,“The sailboat [depicted in Sechelt’s retired logo] does not relate to everyone in the community”. The question begs to be asked, how does the ‘new logo’ relate to everyone in Sechelt’s community? Mayor Inkster stated in an interview with Coast Reporter, dated June 10, 2011 that,“In Sechelt we see a lot of sun compared to other parts of B.C.we needed to make sure that was in our logo”. However, the new logo is subject to individual interpretation. If a person is not familiar with the area, they will have no clue as to what message the logo is trying to convey. But just as well, if you ask people in Sechelt what they see when they look at Sechelt’s new logo, their opinions are similar. For example, the circle of yellow/ brown S’s that Mayor Inkster is referring to at the top of the word Sechelt does not represent the sun for many.nMr. Bremner states in his Request for Decision report dated May 20, 2011 that, “We need an image that will attract new business and residents, draw tourist dollars, and offer opportunities for growth”. To think that an image such as the one the District of Sechelt has chosen could do all that, would trul be remarkable. We all know what Mr. Bremner is stating would be impossible without also including strong leadership, vision and a tangible plan of action on behalf of Mayor and Council. The real tragedy is the lost opportunity for the hundreds of talented artisans who live and work on the Sunshine Coast who were not invited to create a design or provide input toward the new logo. Why didn’t our youth have a chance to be involved? There is ample talent among young art students in our high schools and Capilano University. Several artisans that I spoke to while researching this article stated they would have donated the logo design for the opportunity to create a public piece. Unfortunately, unless you happened to be digging around on the BC-Bid website back in January 2010, the Request for Proposal was apparently not advertised in our local papers. The new logo depicts nothing of Sechelt’s unique location or the elements that make it magical. The new tag line, “Naturally Spirited” means what? In my opinion, it is impossible to conjure images from this new logo that relate to the ocean, the inlets, the sun, or the unique and beautiful peninsula that defines Sechelt. There was very little input from the people who live and work in this community. Instead, we have paid 20K to a Vancouver company for a design/implementation plan that resembles the latest Wal-Mart sign. |