Morinville strikes up the brand

Deputy Mayor Paul Krauskopf examines some of the marketing materials during the official launch of the Town of Morinville's new brand Monday afternoon. - Stephen Dafoe Photo

By Stephen Dafoe

Morinville – The speeches have been made, the cake’s been cut and Morinville enters its centennial year with a brand new brand. Although the Town’s new logo and slogans were selected in December, the official launch ceremony was held Monday afternoon during an event that packed council chambers with local residents, business people and representatives from neighbouring communities.

The process of selecting a new brand for Morinville began last August with Focus Design Group guiding the community through the process of selecting an image that would represent Morinville’s past, present and future.

Deputy Mayor Paul Krauskopf said the branding was an important component of Morinville’s long-term planning.

“As of today, we have built that solid foundation between our municipal sustainability plan and our brand strategy,” Krauskopf told those gathered for the launch Monday afternoon. “So here we are poised to launch that foundation into the water and watch the first ripple flow out into the community and across the region.”

Krauskopf explained one of the key strategies is to increase awareness and recognition of Morinville by connecting the brand to the community.

“We want Morinville to be seen as a vibrant Capital Region community that offers a healthy, small town lifestyle in an inviting, natural open setting,” the deputy mayor said, adding part of that awareness is for the Community Cultural Centre set to open in June. “It’s certainly going to be a state-of-the-art venue for theatre, music and many other cultural activities.”

Krauskopf went on to discuss the symbolism behind the logo ultimately selected to represent the community.

“The brick red colour was influenced by the brick colour of the heritage properties and the green, the clean break from the city that our culture and location offers,” Krauskopf said. “The stylized M was inspired from the historic architecture that is an integral part of our town’s history. The overlapping M is suggestive of the collaborative efforts within the community and across the region. The green leaf below the M is reflective of the community’s open setting and trail system. Its shape gives the logo motion suggesting activity and progress. This is all pulled together nicely with our simple tag line ‘Growing Together’, a confirmation of our ongoing commitment and collaboration to our growing community.”

Former Morinville Councillor Joe Gosselin, who came up for the launch, said he was pleased with the finished project.

“I think it’s great,” he said. “It’s not too long from now we’ll be a city and it’s good to get a brand going and try to set yourself apart in the Capital Region so that you can attract visitors here, families – the whole gamut.

Gosselin said he felt the new brand presents those outside the community with a fresh look at a progressive council and leadership that’s trying to be fresh and exciting and not stick with the status quo. “People will see it as an alternative to the larger centres and then they’ll be encouraged to come here as a result of that,” Gosselin said.”

One resident who had some hands-on involvement in the branding process is Elizabeth Nakohonyk. The Morinville resident participated in a number of workshops and public consultations on the branding as well as the community’s Municipal Sustainability Plan.

“It’s wonderful to see it come to fruition,” Nakohonyk said. “I really, really hope that all the people of Morinville take ownership of the brand and really promote it, not only to people who live here but to others.”

The new brand and tag line will be rolled out over a period of time as it becomes implemented in all stationary, brochures and Town of Morinville signage.

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The Morinville News is an online daily and bi-weekly print publication serving Morinville and surrounding area. Our print publication is distributed on the first, third and fifth Wednesday. You can also follow us online on Twitter @MorinvilleNews and on Facebook at Facebook.com/MorinvilleNews

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