ERIN – Nine days after announcing a “brand refresh” for the Town of Erin, municipal officials unveiled a new town logo.
And within hours of the unveiling, many residents had already voiced their distaste for the new logo, with dozens signing a petition to have it scrapped.
Town officials presented the new logo in a social media post just before 7am on Sept. 13 and in a press release issued about four hours later.
“The new brand is designed to resonate and connect with residents, businesses, and visitors alike, while maintaining a strong connection to Erin’s rural charm and historical roots, all the while reinforcing our commitment to being a modern green community,” Mayor Michael Dehn stated in the release.
Dehn noted the town previously “had several styles of logos, with no clear marketing guidelines or standards in place.
“This was becoming problematic and inefficient for town staff. This refreshed brand now allows us to tell our story in a consistent, modern and professional way.”
The announcement described the new logo, designed by Trajectory Brands Inc. for a cost of $20,000, in the following ways:
- the “shades of green” were “inspired by lush landscapes and agricultural heritage, highlight Erin’s ongoing commitment to being a green community”;
- a “subtle, yet meaningful, representation of the amalgamation of Erin and Hillsburgh”; and
- “the overlapping elements in the brand create a hidden heart at its core, signifying the unity and strength of our community as we move forward together.”
But almost immediately following the release of the new logo, town residents voiced many concerns about it.
‘Shameful’
On the town’s Facebook page, the first public comment on the redesigned logo states, “Our town’s identity was the shamrock.
“Updating it would have been fine by me but to remove it completely is shameful.”
Others echoed that sentiment, and also noted concerns about what they considered a lack of public consultation.
The town announced it was launching a “brand refresh,” on Sept. 4 and some residents wondered how much public input could have been received, considering the new logo was released just nine days later.
“Why were the residents not given a true opportunity to provide feedback on the council’s choice before it was a done deal?” asked the same resident who questioned the removal of the shamrock image.
Familiar logo?
These logos, for companies based in Europe, were developed between 2022 and 2023 or earlier, and are very similar to the new Town of Erin logo. Facebook images
Some wondered if the logo was a good way to spend $20,000 and others still said the logo looked familiar.
A quick search by Advertiser staff revealed a handful of other logos that are nearly identical to the new Town of Erin logo.
Most were for companies based in Europe and developed between 2022 and 2023 or earlier.
Stephen Weir, a representative of Trajectory Brands, which is based in Toronto, did not immediately respond to a request for comment on the new logo.
Petition
A change.org petition asking for the new logo to be scrapped had close to 120 signatures by 4pm on Sept. 13.
“As residents of Erin, we acknowledge and value progress. But progress should not mean imposing changes that dismiss our heritage and disturb our sense of community,” stated someone identified as Edward Wallace, who started the petition.
“We, thus, express our deep concern about the redesigned logo’s loss of the traditional shamrock, and urge the town officials to restore a design closer to what we had – that embraces our history and reflects our identity.”
This sign at the Town of Erin office just outside Hillsburgh includes a version of the previous shamrock logo. Advertiser file photo
Town ‘mission’
In the town release, Erin councillor Cathy Aylard lauded the new logo, stating it “reflects our town’s mission and vision.
“Our mission is to be a welcoming community, rooted in rural historic agricultural charm, while embracing a dynamic tomorrow.”
Town officials say the new logo “will soon be on display prominently” on a new water tower in the Erin Glen residential development.
“Town staff are currently drafting a roll-out strategy for the new brand that will be implemented in phases over several years across all departments as the old brand is phased out,” stated the release.
CAO Rob Adams told the Advertiser by phone on the afternoon of Sept. 13 that Erin officials were “working on” getting more information out to residents and the media about the new logo.
