Council calls for changes to town’s proposed branding
ASHBOURNE Town Council says it wants to see changes made to a set of proposed designs for a new brand for the town.
The councillors were asked to give feedback on designs created by Ashbourne Town Team which aim to create a bold new identity for Ashbourne, with a new logo, slogan and a template for web pages, signs and merchandise.
The modern, contemporary designs, which were signed off by some of the best business minds in the town, were created by local designers Robert and Hannah Wood of Wood and Co, based in Alstonefield.
But town councillors, discussing the proposals at their meeting last week, appeared to prefer a more traditional design for the town’s identity – perhaps including the use of the town’s crest.
Councillor Denise Brown was among the first to suggest an alteration. She said: “I did like it, I thought it fitted in well with any lettering they were doing, but I hope it gets used in addition to our own crest, alongside it rather than instead of.
“But I like it, I think they’ve gone to a lot of work and put a lot of effort in, so I’m all for it.”
Mayor Sean Clayton pointed out a concern with the strapline “Discovered c.1050.”
He told the virtual meeting: “I’d like to see it say ‘Discover Ashbourne,’ and then c.1050.
This prompted Councillor Brown to point out that Ashbourne existed long before the year 1050.
Councillor Andy White then said: “I personally thought it looked okay, and then when I saw negative comments about it on Facebook I thought, perhaps they have a point.
“It doesn’t hit you smack on as to what we’re trying to portray the town as. I don’t know, the grey colour seemed a bit wishy-washy. I like the idea of the logo and tying that in somehow with the town logo.
“I don’t think they’ve got it quite right though, that’s just my view.”
The new brand is part of a package of ambitious schemes which are being put in place to propel Ashbourne’s recovery from the coronavirus pandemic and a group of traders have been working throughout the outbreak to develop the new image. After applying cutting-edge marketing techniques, and by developing a new sense of place and personality for Ashbourne, the Town Team proudly presented its designs at a meeting last year and, at the time, they were warmly received by town councillors.
The volunteer-run town team says it wants to modernise Ashbourne’s presence, while still paying tribute to its history, but importantly it says it is time to move it away from its controversial slogan “Gateway to Dovedale”.
Inspiration for a new logo for the town was found in St Oswald’s Church. A stone with a carved knot is said to symbolise friendship and connection, and how people cross paths through life.
Because Ashbourne is a town in which several paths cross, and because people have gathered ever since it was discovered by pilgrims in 1050, the knot – intertwined with a circle to represent a Shrovetide ball – could, they believe, become a new brand for the town.
The town council was also asked to give feedback on the town team’s key aims for Ashbourne’s future, which they were in full support of, and a letter responding to their December presentation was agreed, including alterations they felt they would like to see.
When I saw negative comments about it on Facebook I thought, they had a point.
Cllr Denise Brown