Lans­dale un­veils brand pro­posal

North Penn Life - - Front Page - By Dan Sokil dsokil@jour­nalregis­ter.com

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.

Photo submitted by North Star Des­ti­na­tion Strate­gies

“Lans­dale: Life in Mo­tion” is the theme of a pro­posed logo and brand for Lans­dale Bor­ough.

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