Lansdale unveils brand proposal
There’s a new addition to an ongoing conversation about what Lansdale means to residents and visitors to the borough.
A proposed brand and slogan — “Lansdale: Life in Motion” — has given the borough another tool in its attempts to get the word out about the borough. Branding consultant Ed Barlow of North Star Destination Strategies presented his firm’s findings of a branding study to borough officials during a meeting Monday night.
“What we’re looking for is that competitive advantage where Lansdale can stand out in the marketplace and how to articulately convey that compelling message,” Barlow said.
“Do not make this effort about a logo and a line. It’s about emotions and experiences and that connection with the borough,” he said.
The brand itself is a stylized letter “L” with curved lines meant to evoke the multiple layers of history and depth to the borough, while also creating an impression of movement to go with the theme “Lansdale: Life in Motion.”
North Star was hired by the borough last year to develop a brand and report on how to implement it inside and outside of Lansdale, and Monday night’s presentation to the borough’s Economic Development Committee and Communications Commission represented another step in that process.
“Ed’s just given us an immense amount of possibilities, so as you have ideas, and think over ways of using this brand, reach out to us so we can start to put it in motion,” said Denton Burnell, chairman of the commission.
The branding firm, borough staff and elected officials have been meeting all year to gather feedback and to assist the Tennesse-based branding firm in development of a brand. North Star consultants visited Lansdale earlier this year to gather feedback directly from residents and the firm gathered survey data online from borough residents.
A steering committee, consisting of borough staff and residents, has been narrowing down choices with the brand consultants, and borough officials have discussed using the new brand on wayfinding signs around Lansdale, as well as in promotional materials for borough events.
The firm will also present a full report with implementation suggestions on how the borough, area businesses, nonprofits and other groups and agencies can build organic community interest and backing behind the new brand package.
Suggestions include naming a brand coordinator for the borough, creating stationary and a marketing video, updating borough social media channels, building interest from borough employees to be ambassadors for the brand and building partnerships with businesses and nonprofits.
North Star provided examples of successful branding efforts elsewhere across the country that have built on themes developed with new logos: banners and flags can show certain neighborhoods, the “In Motion” theme could be modified for different areas like parks, museums or events, and even borough buildings and roads could be branded.
“Your infrastructure is a three-d(imensional) canvas for your logo and line. We’re not saying ‘Slap it everywhere,’ but look for opportunities where it makes sense,” such as on vehicles, crosswalks, wayfinding sig- nage or even embedded in sidewalks, Barlow said.
Borough Manager Timi Kirchner said the brand package presentation will be discussed by the EDC and Commission throughout 2013, and borough Communications Coordinator Tracy Flynn will be in charge of developing recommendations for staff and council to implement North Star’s suggestions.
EDC member Richard Strahm said he was “blown away” by the ideas contained within the brand report and was looking forward to seeing them implemented around town, and member Mary Thomson said she liked the flexibility of adapting the slogan to different events, fields and activities.
“We want you to take those initial steps that have you set up for success and for movement, and don’t rush, feel free to add to it,” Barlow said.
“Don’t worry if you don’t get it all done. It make take two or three years, and that’s okay,” he said.
“Lansdale: Life in Motion” is the theme of a proposed logo and brand for Lansdale Borough.