Wednesday, October 06, 2010

United Counties unveil new website, brand

By Ashley Kulp

The United Counties of Leeds and Grenville's (UCLG) economic development program believes the county is a place "where lifestyle grows good business."

This tagline, which goes along with a sharp new logo, was officially unveiled Sept. 10 during the UCLG's latest economic development summit, entitled 'Future Directions' at the North Grenville Municipal Centre in Kemptville. This new brand, including a sleek new website, has been developed specifically for economic development purposes. It features a vibrant teal and burgundy logo that uses only 'Leeds Grenville' as opposed to 'United Counties of Leeds and Grenville.' And the graphic bearing the county title is circular in nature and incorporates agriculture, tourism and recreational elements.

"It's my pleasure to introduce our new county brand," UCLG CAO Steven Silver remarked as he revealed the new marketing brand to guests at the Sept. 10 summit. "Will it replace our current coat of arms? No. That's still our official seal and will be used for corporate services and counties council."

Along with the help of UCLG warden Bill Thake and Township of Augusta reeve Mel Campbell, Silver uncovered the new promotional banners which will be used to highlight the UCLG at events and functions.

About a year-and-a-half ago, with the UCLG's economic development program kicking into gear, Silver said counties council recognized the need for a new brand and passed a resolution to undergo a branding exercise. With funding from three local community futures development corporations (Grenville, 1000 Islands and Valley Heartland), Accurate Design & Communication, an Ottawa-based company won the proposal to create the brand.

"It seemed like a simple process to create a brand but as we found it's more of a challenge for an upper-tier local government," Silver stated.

A number of possible brands were designed and the UCLG used Survey Monkey to poll the public and narrow down the list. "It was important to get it right because you don't change your brand too often," Silver said.


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