Hi there!

Welcome to the Like 40 blog where we take a quick look at what’s happening in the world of branding and design. Today we go to Sault Ste. Marie, ON where the city commissioned a new logo which was received to... let’s say “mixed” reviews.

First, the background:

The Sault seems to be in a bit of a pickle. Within the next few years a sizeable chunk of their workforce is retiring and the city needs to see an influx of newcomers (as well as Sault natives living elsewhere) to fill 9,000 upcoming holes in its workforce.

Simply put, the Sault wants to attract a more youthful population to the city and felt that their old logo didn’t represent that new direction.

Fantastic! So far, I’m onboard.

We have a clear objective, and a more defined target audience. Though their current logo (originally designed in 1993) is not bad, it’s definitely a product of its time. Gradients, quasi-pastel colour pallet, and bold font scream early 90’s. Not exactly the look you want if you’re looking for a millennial demographic.

$100,000 later, this is the logo that the city put to a vote last Tuesday, May 28.

Huh…

According to the city’s website:

“The Sault Ste. Marie icon is a graphic representation of our core values and ideals. It is an acknowledgement of the city’s origins as a meeting ground with a spirit of place. The outer ring is a stylized interpretation of the steel rafters of the International Bridge - connecting and bringing people together. The inner circle represents a medicine wheel... The colours speak to our community's historic roots, while also representing our glorious natural environment…”

So, the intention is there. There is meaning behind every decision that was made and the Toronto based agency responsible for the design did do focus groups to see if they were on the right track. But this? This is what the outcome was?

Don’t me wrong, it’s not a BAD logo, but I feel it does miss its intended target market. This is weird considering the same agency did Whitby’s fantastic rebrand.

I think they going for a rehash of 1960’s aesthetics, like the Canada 150 campaign. If so, they really missed the mark. Unlike Canada 150, this logo seems dated and heavy. The chosen font, I...I honestly don’t know what to say about it. What about this is youthful and modern? To me, the font almost seems depressing and lacks any optimism that the Sault is trying to convey.

All-in-all, I do have to give credit to Sault Ste. Marie for having the courage to try and rebrand their city’s look to fit its new goals. Change is never easy, and no matter what the city came up with there will always be some critics. I don’t even fault the agency behind the design. Like I said, they did the proper research, and continue to do tremendous work for their clients.

But this...this falls short. Not just in the elements of the design, but the mission it was tasked with. I don’t feel this logo speaks to a more youthful target market or conveys the Sault as a city with promise and optimism. It just falls flat.

What do you think? Do you feel this logo is a good fit for the Sault? Was it worth the $100,000 price tag?

Thanks to The Sault Star and Soo Today as references for this blog.