The consultant working on Huntsville’s new community brand revealed what it had come up with at the July 25 general committee meeting.
William Ferguson representing TWG Communications said they were tasked with the development of a new visual identity for the Town of Huntsville—a new community brand designed “to enhance and unify the public expression and the spirit of community while coexisting with the current municipal branding.”
The new brand would be used on wayfinding signage, for tourism purposes, economic development as well as things like citizen and investment attraction and retention.
The consultants, with input from stakeholders and members of the public, heard that the brand must convey a sense of place for the Town of Huntsville and be seen as a progressive, forward-looking, diverse, inclusive, warm, and welcoming community.
“The natural elements of the area too would need to be visible: water, forests, the seasons. A subtle recognition of the prominence the District of Muskoka plays as part of Huntsville’s identity and perhaps a nod to Algonquin Park and its internationally iconic status,” were also some of the comments, said Ferguson. “We heard through community engagement that history and culture were important and stakeholders said they wanted this to be authentic, progressive, modern, clean, simple, and vibrant.”
He said the final brand speaks to all of that. Ferguson told council the choice of colour conveys the natural environment. He said the use of multiple vibrant colours speaks to diversity, inclusion, and culture.
He told council the font for the brand was specifically designed for Huntsville and the diamond background treatment within the lettering “adds for depth and texture and offers a sense of movement and progression. The diamond grid is inspired by the details of Huntsville’s iconic swing bridge with its prominent diamond railings and truss. The brand speaks to history, a deep connection to the natural environment, a sense of pride in having been influential in the creation of Muskoka—historically, culturally, and naturally,” Ferguson told council as he presented the completed brand and a variety of uses for the brand.
Councillor Tim Withey questioned why images hadn’t been used.
Ferguson said images can be added to the brand as part of the ability to use the brand in different applications.
Councillor Jonathan Wiebe said at first glance he found the brand “not quite distinct enough that you could get lost.” But he said after seeing it displayed on different backgrounds with other materials, “I think it’s really great,” he said and gave the brand a thumbs up.
Deputy Mayor Nancy Alcock said she had sat in on one of the working group sessions and didn’t know how the consultant would put it all together. Alcock said like Councillor Wiebe when she first saw the final brand she wasn’t entirely sure “but it’s really soft and speaks volumes. I really like it. Thank you,” she said.
Councillor Bob Stone said when he first saw it he had to “sit with it for a little while” and see it used in different applications. “But then after I sat with it for a while, thought about the different applications and all the different colours… I started to really, really like it,” he said. “I think, for something like this, in my opinion, this is the kind of thing that we really need 80 per cent of the public to get behind and it’s not necessarily a decision for the nine of us. I really want to hear from the public about this particular piece before we make a final decision on it,” said Stone, noting that community members will have a month to give their input before the brand goes before council for ratification.
Councillor Brian Thompson said he thought the logo was “a little busy,” but after seeing its application “I really like it.”
Councillor Dione Schumacher questioned whether the use of colour and shade was accessible and AODA (Accessibility for Ontarians with Disabilities Act ) compliant. Ferguson said it is, and added that given the ability to use it in other applications “we’ve shown ways to make it very legible in different backgrounds and for different uses…”
Councillor Dan Armour referred to the brand as unique… and said he’s looking forward to its use on a black T-shirt, to chuckles. The consultant presented council with the image on a white T-shirt and other paraphenelia with the brand.
Huntsville Mayor Karin Terziano asked the consultant whether they’d be going out to the community with the final product for input. Ferguson said consultation has already taken place but it would be up to council if it wanted to conduct further consultation. “At the end of the day, one thing about art, commercial or private, it’s subjective. Some people will like it, some people will not like it. Some people will be very vocal in favour of it, and vocal against [it.] That’s typically the way with these things,” said Ferguson. “The question is does it meet the brief? Are the majority of the folks who actually have to work with it day-to-day pleased with it? Do they think it’s a platform they can build on… But again, at the end of the day you can figure out what the right approach is for you, but I would suspect if you do that you’ll find a mix of opinions,” he added. “Thank you for your candor,” responded Terziano.
In a follow-up conversation with the Mayor, she said the cost of getting the consultants to design the brand was approximately $20,000.
Don’t miss out on Doppler!
Sign up here to receive our email digest with links to our most recent stories.
Local news in your inbox so you don’t miss anything!
Click here to support local news
I agree with some of the comments critical of the re-branding. Without community input, you achieve something created in a vacuum. Which is what this new logo looks like – sterile, utilitarian.
The use of more vibrant colors is empirically appealing, but it is disconnected from anything to do with Huntsville itself. It could be a logo for anything.
Perhaps we hold a local contest for the redesign, and chalk this up to ‘a good starting point’?
Hopefully the PTB don’t continue to make expensive decisions like this on behalf of the community.
P.S. – As an experiment I pasted the new ‘Huntsville’ lettering into the existing signage for Huntsville (the one with the historical arch ‘Town of Huntsville, Muskoka’), and the lettering does look nice on the old sign. Just sayin’. There could be compromise here.
Wow, they had a field day at the kindergarten with sticky papers to plaster the Huntsville sign. Did the Council actually pay our taxpayer dollars for this trash? You have the group of seven paintings all around town and you can do better than this for a town logo.
It is tough to find something positive to comment on. Lord knows I’m always looking. Watching the CBC in the morning is somewhat akin to self flagellation. But I do it and hope for the best.
Having Premier Ford tell me that he knows how hard medical staffs are working, and that he’s trying to fix the system, is disheartening. I don’t think he and his band are at all interested. They went through two years of ‘duck and cover’, while thousands died in facilities they were funding.
Today he was telling me that 90 % of those needing medical help, were getting it. Even though some facilities are cutting services and shutting down for periods of time, 90 % are being seen to. I couldn’t find anything printed by a reputable source, that quotes that number.
A medical doctor, in charge of an emergency ward I believe, was on the same report, and said she had no idea where the number came from.
Might I suggest it was from the thin air near Mr. Ford’s left hand. Make up something. They bought it before so they’ll buy it again. I find no quivering moral compass ‘nor social conscience in the man. My opinion.
Segue to the Tami Kegley comment on the new ‘brand’ for Huntsville. 20 grand to do ‘Huntsville’ in plaid or madras! She said “Meh”. Exactly. Bit of a hoot the comments about it growing on you. Kinda’ like those trees in Kent Park. Will I learn to love it all in time? “Meh.”
Then, there it was. The little glowing nugget about a Huntsville lacrosse team. Champions!! I played the game from the time I was 9 to about 29. Was even on a few championship teams myself.
Way to go guys!! You did us proud.
You gave me something good to comment on. Brightened my day.
Again. Congratulations.
Meh.
In three years, this will be tired. It’s already tired. Looks like granny’s quilt. Not a bad thing for a cherished keepsake, but for a logo, not so much.
So much for the “brand.”
As for input? Why weren’t several options previewed instead of the delivery of a fait accompli?
Amateur hour…
Hope we got $20000 value.Maybe sell a lot of new Tshirts to recover costs.
When I look at it the “Hun” part jumps out very strongly, so it reads Hun-stville. Interesting how “Muskoka” elbows out “Ontario”. Guessing Internationally Known Muskoka and even Canada is more marketable than the province of Ontario.
I wonder why it is that elected officials find a “need” to get a new logo or brand created every so often?
Out in Lake of Bays (that quaint cottage suburb of Huntsville that has few services and many potholes) they embarked on community welcome signs a few years back. Spent a lot of money to duplicate the existing MTO signs that said things like “Dwight” or “Hillside” with new ones that are, lower, back further from the road, probably won’t last any longer and have the words “welcome to” or something like that added as well as duplicating the name. These accomplish very little except to make some sign company about $50,000.00 richer I am told. (I think it was 10 signs, you do the math.)
So now we see Huntsville doing the same thing, again. Is the “Muskoka home of the box and dollar store” getting self conscious?
I think everyone already knew the town’s name. Do we no longer get to see the stone archway depicted on the trucks?
It’s okay. Maybe best of the choices?
The dominant blue color does remind us of the Conservative party.
Then again that is Muskoka, has been for decades!
I don’t like it at all. There is nothing in it to reflect: outdoors, fresh air, Algonquin, people/animals, lakes/rivers etc etc. I think the council should be embarrassed to even present this as an option.
After looking for a while, I do like it. But, as stated already, a tree is missing. Huntsville High School art students should be involved! (I am a high school teacher.)
I like it!
It is uncluttered and immediately readable. As someone who has been interested in commercial art and logos for decades, I appreciate a well-designed font. The way the letters have been joined is clever, and the colours reflect our forests’ seasons and our many lakes and rivers.
Well done, in my opinion.
For $20,000. thats our ‘Brand’!!
What are the credentials & credits of the Consultant; you saw examples of ‘Branding’ for other towns right?
One word: ‘Huntsville’.
This appears to be graphic art- period.
Why wasn’t there a competition from some of the brilliant Consultants here and beyond to choose something much more interesting & US!
Maybe half a big Pine tree nestled beside the H at the very least.
Our High Schools are a great source of environmental sensitivity & artistic talent as well. Put it out there!
Please.
Bob Brann I totally agree with you. That’s a lot of money to make a design. There is still the actual signs to make adding to the cost. I don’t care for the sign. Doesn’t seem like muskoka . Too busy and too many colours. When did we decide a new look was needed?
For $20,000 the Kent Park disaster could have been corrected with sod and 20-foot maple or oak trees @$1,000 each as Councillor Withey suggested.
Far more value for money than some new logo.
Instead we are getting umbrellas that have to be put up and down constantly.
Seriously?
https://doppleronline.ca/huntsville/huntsville-bia-to-purchase-three-umbrellas-for-kent-park/
Funny how Bob Stone said “I really want to hear from the public about this particular piece before we make a final decision on it”
Yet all residents were ignored regarding the $350K Kent Park disaster.
https://doppleronline.ca/huntsville/councillor-responds-to-criticism-of-kent-park-redesign/
“the cost of getting the consultants to design the brand was approximately $20,000”
Seriously? That’s the priority? Instead of fixing roads?