ABERFOYLE – Call it a blending of past and present to serve Puslinch now and into the future.
Aubs and Mugg Inc. creative director Matthew Aubie reported to Puslinch council on Dec. 19 on the company’s work to build a brand for the township.
The report carries the summary of what Aubs and Mugg say are the elements that made the exercise valued.
“We believe this new Township of Puslinch brand not only holds on to the qualities that make it familiar, but introduces a deeper level of storytelling and authenticity,” Aubie explained.
“The goal is to provide the township with an authentic, true to the township, elegant, and most importantly a pragmatic usable brand.”
He said developing a brand for a place and community is much different than developing one for a major corporation.
“There are considerations which need to be in place such as responsibility.”
Aubie stated, “With this design there were three things we were very aware of. This design was created to be easily reproduced, both physically in one colour to keep costs low, and a simple brand in terms of the design elements, which makes it easy to apply correctly.”
Next, Aubie stated “everything is designed to bring a modern approach to the brand. This will work in print and on social media. It will work in any application the township will need it to.”
Aubie’s last point was “timelessness takes time.”
He said as much as he loved the brand and as much as he believes it will be a success, there is the potential of community pushback because it is a change.
Research by the numbers
Aubie said more than 500 online survey responses were received from residents and non-residents.
The brand team attended two Aberfoyle Farmers’ Market events and the township’s Canada Day fireworks display, interacting with over 250 residents and visitors.
Aubie said when given the option between updating the existing crest or rethinking the visual identity completely, 71% of respondents chose to update the existing crest.
Non-residents were quick to describe the township as “rural” and “peaceful”.
Aubie added PuslinchSurvey.ca is currently running a feedback survey to hear from residents.
He noted one of the more pragmatic aspects of the new design was that nowhere on the original crest was the township name, nor when it was established.
Aubie said the new logo uses lettering based on early maps from the 1860s.
“For the new identity, the lettering has been redrawn and detailed for usability and legibility.”
Township motto
Aubie said the township motto is the one element which he considered to still be in flux. He noted one third of those surveyed disagreed with the authenticity of the current township motto: Progressing Together.
At the same time, Aubie said this could continue to remain as the motto.
He believed it is important for council to have a lot of input in the motto.
He noted the following examples were crafted from conversations with the community and on PuslinchSurvey.ca”
– where opportunity meets tradition;
– in perfect balance;
– built with tradition;
– community at heart;
– humble heart, industrious spirit.
Council response
Councillor Jessica Goyda was impressed with the work, stating, “It is really important that the feedback of the residents has been considered.”
She agreed “the new crest is a modern take, but not so different that it is unrecognizable.”
Goyda said it is great that cost saving opportunities were considered in how the crest could be used.
Councillor John Sepulis said he considers this exercise a thoughtful review.
Council Ken Roth said he is really pleased with the public engagement.
“I think you’ve done a good job and I’m pleased with it,” said Roth.
Councillor Matthew Bulmer agreed that for some, the motto “progressing together” might not ring true, “But at the same time, it does speak to many residents.”
Aubie said income levels do make an impact on community conversations, noting, “Everyone is talking about the big houses being built and the change in demographic.”
Aubie said real estate and shifting demographics were the two largest items of contention among residents.
Bulmer liked the elements of the crest that were retained.
“I’ve lived here most of my life, but didn’t know the meaning of the name Puslinch,” and appreciated that information being brought forward.
Aubie said this branding will offer a means to share all the great things being done by the township.
“I think you’ve nailed it,” said Mayor James Seeley.
Council approved the new logo and branding for the township as presented by Aubs and Mugg Inc.
