HomeMy WebLinkAboutCOD-027-05
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REPORT
CORPORATE SERVICES DEPARTMENT
Meeting:
GENERAL PURPOSE AND ADMINISTRATION COMMITTEE
Report #:
May 24, 2005
COD-027-05
File#_
By-law #
Date:
Subject:
Clarington - Energizing Ontario
Recommendations:
It is respectfully recommended that the General Purpose and Administration Committee
recommend to Council the following:
1. THAT Report COD-027-05 be received for information;
Submitted by:
arie Marano, H.B.Sc., C.M.O.
Director of Corporate Services
ReviewedbQ~~
Franklin Wu,
Chief Administrative Officer
MM/JC/ca
. .
RliPORT NO.: COD-027-05
PAGE 2
BACKGROUND AND COMMENT
Approximately five years ago, the Municipality of Clarington went through are-branding
process to create a new and progressive look for its visible corporate identity. Branding
is a strategy that builds relationships with the public. It isn't an ad, logo, corporate
identity, Web site, or brochure. These are the vehicles we use to deliver your brand
message, but they aren't the actual brand
The goal of branding all municipal communications is to increase public
recognition and awareness of the Municipality and to establish a consistent, positive
corporate image. The most basic component of a strong organizational image is a
consistent visual presentation. It is one of an organization's most valuable (and
protected) assets.
The Municipality's official logo is a registered trade mark of
the Municipality of Clarington. It is registered with the Canadian
Intellectual Property Office. The actual logo is the word
"Clarington" - its colour, font style and usage. This is the visual identity of the
Municipality in all communications with the public, businesses and other levels of
government.
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Official Clarington Logo
Clarington - Leading the Way is a part of the municipal corporate identity.
"Leading the Way" is a tag line used to communicate the idea that Clarington is a leader
_ not follower - that our strength is in our leadership. This is the day-to-day message
that is sent to the public and is also a registered trade mark of the Municipality of
Clarington.
When the concept of the Clarington Energy Park first arose (late 2004), the need
for a strategic promotion campaign was identified. Given the leadership of the
Ct,. Municipality of Clarington in this process, a new tag
it line was created to send a new and very specific
Ene'1!i!lf!p-glOn message to potential partners. This new tag line has
now been incorporated into the Municipality's logo but it is not a new logo. It is
registered trade mark of the Municipality because it incorporates the official logo and
cannot be used without the written permission of the Municipality.
REPORT NO.: COD-027-05
PAGE 3
SUMMARY
The Municipality's official logo is shown on the right. It is
not recommended, at this time, that the logo be changed
to incorporate the "Energizing Ontario" message. The
logo and its message should be reviewed every two or three years to ensure that the
message it sends it current and reflective of the direction that Clarington is taking. Any
proposed change to the logo will be brought to Council for approval. Changes to the cut
line may be incorporated under the direction of the Chief Administrative Officer as
community or corporate interests change.
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CORPORATION OF THE MUNICIPALITY OF CLARINGTON
40 TEMPERANCE STREET. BOWMANVILLE, ONTARIO L 1C 3A6 T(905)623-3379 F (905)623-4169