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Rebranding

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Home/Town Hall/Rebranding

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At the meeting held on Tuesday, Oct. 26, Town Council voted unanimously to adopt the new brand identity for the Town of Perth, as well as affiliate organizations: the Perth Museum, Perth & District Chamber of Commerce, and the Downtown Heritage Perth BIA.

The rebranding project, which has been in process for over a year, was initiated by the Economic Recovery Task Force – a Committee of Council created to help Perth businesses thrive during the pandemic – as many individual business owners wanted a new, refreshed brand to be part of the recovery efforts. Further to this, the shift in technologies from when the original logo was created, necessitated a new brand identity that is adaptable and can be used consistently and effectively in a variety of digital formats.

A public survey was conducted during the initial stages of the development process, which received nearly 600 submissions that helped shape the concepts. Within the survey were questions pertaining to how representative or abstract the logo should be, as well as if the word “heritage” should be included. Consultations were also held throughout the process with various stakeholder groups including the BIA, Chamber of Commerce, and Economic Recovery Task Force. As the project progressed, multiple concepts were developed and reviewed by Town Council and stakeholder groups.

“This has truly been a labour of love by all those involved,” says Mayor John Fenik. “Perth is a community that’s passionate about its heritage, and our new logo continues to pay homage to that while giving it a contemporary look and feel. By working together with the numerous groups that are involved in making Perth the incredible town that it is, we’ve been able to create a consistent brand identity which gives us a unique, competitive advantage compared to many other communities.”

The new Town branding looks to the future providing an opportunity for growth, from business, to new residents, to tourists, while paying respect to the heritage which has shaped our community. The Town of Perth is excited to begin implementation of the new branding, and would like to thank the public, stakeholders, and Council for their passion and involvement throughout the process.

 Background

Why update the Town Branding:

  • To better market the Perth area for new opportunity and growth ie. To attract new businesses, new residents and more tourists to our town, which in turn infuses more revenue into the area and strengthens the tax base.
  • The Economic Recovery Task Force (A Committee of Council created to help our businesses survive the pandemic) and many individual business owners want a new, upbeat brand that can be part of their pandemic recovery
  • The rebrand offers an opportunity to showcase to the world that Perth is going places, it's progressive...and it's got lots of life
  • A new brand identity will provide strength in its consistency in use, and will offer an adaptive system to the logo so that it can be used both consistently and effectively in a variety of formats and setups. 
  • It is an opportunity to have the BIA, Chamber, Museum and Tourism to adopt an identity that shows the town consistently to the outside world. This will be a huge competitive advantage for Perth as compared to many other communities out there!

These Rebranding Notes provide details about the requirements of a brand and an assessment of the Town's current brand against those requirements.

 Process

As part of the 2021 budget process, Town Council approved a Rebranding process to update the Town's visual identity. 

Rebranding includes the creation of a new Town logo and visual identity system. The objective is to create a new brand that uniquely reflects the character and assets that makes up the fabric of our great community.

The public survey received 597 submissions. The Survey Results show details of the information collected from the survey.

The creative team at 1dea Design + Media Inc has developed three concepts to be considered for the new brand. The concepts are described and several examples shown in this Concept Design Presentation that was presented to Council on 1 Jun, 2021.]

The chosen concept was adjusted and presented to Council on 12 Oct 2021.

If you have input that you would like to share, please send it to Shannon Baillon at sbaillon@perth.ca.

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Town of Perth, Town Hall, 80 Gore Street East, Perth, Ontario, K7H 1H9, Telephone: (613) 267-3311, Fax: (613) 267-5635

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