The controversy surrounding a new logo and rebranding for Sault Ste. Marie is not unique.
The town of Whitby Ontario is going through a similar exercise and getting the same results.
According to durhamregion.com, Whitby city council has been working with the same design team that designed the now, infamous logo. The new Whitby logo has similarities to the Sault logo and also getting the same reaction.
DurhamRegion.com reports, Scott Thornley and Company — which designed the logo — it’s meant to be a mosaic of two of Whitby’s core attributes: active spaces and community. This is shown through the blending of a leaf, water drop, a ball for sports and recreation, and a heart said a representative of the company.
The new logo in Whitby has caused a stir on social media with hundreds of comments have been posted by people who are either confused by the symbol, or straight out denounce it as a visual representation of their town, said the news outlet. A poll at durhamregion.com currently has more than 3,000 responses with the majority calling on the town to return to the drawing board.
Sault Ste. Marie city council voted last last week to replace the Naturally Gifted logo with a new logo representing “Work. Life. Balance. Where you belong”. The new logo brand was a project under FutureSSM working with a Toronto Design Company, depicting “The outer ring as a stylized interpretation of the steel rafters of the International Bridge – connecting and bringing people together. The inner circle represents a medicine wheel. Overall, there is a sense of coming together and a feeling of centeredness.” said Katie Elliot FutureSSM Communications Coordinator.
The backlash and negative reaction started Monday night when council voted to adopt the new design. Within hours, all Sault Ste Marie city websites were donning the new logo despite thousands commenting to SaultOnline.com and social media that the new logo does not represent the city.
Residents in Whitby Ontario are saying the same thing about their new proposed logo. The city of Whitby is investing a total of $150,000 in a three phase approach. Phase 1 (research) at $25,000 while the total of $150,000 was earmarked as part of the 2018 budget for Phases 2 (design) and 3 (implementation).