The City of Burlington will spend about $250,000 to find a new brand and logo that describes and represents the city.
An RFP closed Tuesday for a company that will research, develop and implement the city’s new look, which will help build local pride and help the city “compete globally for talent and investment,” the bid document says.
The winning bidder, which the city will hire by April, will work with Burlington’s “One Brand” advisory committee on a brand that will launch early next year.
The last time Burlington rebranded was 2002, the city says, but it doesn’t “capture Burlington’s story today.”
Right now, the city is a mish-mash in terms of branding and logos.
The city uses the mission statement “where people, nature and businesses thrive.” Its scant branding manual focuses on how the logo can be used. Individual departments, such as economic development and tourism, use that logo with the name of their department written across the top. Burlington Transit has its own logo, and Burlington’s fire department uses a combination of the city’s logo and a crest.
A new brand, the city says, will help the city compete “for jobs, investment and visitors.”
The rebranding, which will include public meetings, is part of the city’s 2015-2040 strategic plan.
The advisory committee includes the Burlington Chamber of Commerce, the business improvement associations for downtown and Aldershot, and the Halton Multicultural Council, among others.
