New chapter for Carbonear
Town unveils brand, logo, marketing strategy
Like companies who use brand names and colourful logos to lure consumers to their products and services, towns have been adopting new brands to market themselves to prospective developers.
Carbonear is the latest town to jump on the branding bandwagon, with a new brand, logo and marketing strategy.
The package was unveiled Feb. 1 at the Conception Bay Regional Community Centre with a countdown, speeches, noisemakers, cake and music.
Coun. David Kennedy, who chairs the town’s development committee, said since they were elected in September 2009, council has felt that besides i n f ra st r ucture upgrades, “the town needed to identify its community strengths which could be used to market our municipality.”
Acting as emcee for the event, Kennedy told the approximately 40 people gathered in the main foyer, “for the town to continue as a sustainable community we would have to increase our population, enlarge our commercial and retail sector, market our great tourism potential and attract prospective provincial, national and international investments.”
Council wanted a “progressive and attractive plan to market the strengths of our town. And part of the marketing strategy would be a brand that communicates specific information about Carbonear and distinguishes the town from other communities. It would be the important starting point in informing the public on what our municipality has to offer. “We did not want to replace the town’s coat of arms, but merely complement it with a modern and appealing new logo,” he concluded.
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Mayor Sam Slade led the assembled guests in a countdown before unveiling the new brand and logo.
“We are excited to be launching a new chapter in the story of Carbonear,” Mayor Slade said before pulling a string to release some white balloons featuring the town’s new logo.”
David Kennedy said Tract Consulting Inc., a St. John’s-based planning, design and marketing communication specialist, designed the new brand.
The town hired the public relations and marketing development firm last year and paid it $45,000 to produce the new brand and marketing strategy.
— Bev Hancock, art director,
Carbonear’s new logo is made up of four letter Cs merged and overlapped representing community and partnership. A white space in the centre represents the town itself as the heart or hub of the area.