Taber council discuss municipal brand identity
By Stan Ashbee on February 10, 2021.
Town of Taber Communications and Projects Co-ordinator Meghan Brennan said administration is seeking approval for the new Visual Identity Standards Policy, during a report submitted to council for consideration at a regular meeting held Jan. 25.“The Visual Identity Standards Policy outlines the standard to which the town’s brand and visual assets will be held. It provides stringent outlines as to how the town’s visual assets will be used in design, which assets are to be used and when, and the control and access of the assets,” it was stated in Brennan’s report to council.
These particular Visual Identity Standards follow similar protocols found in the City of Calgary and the City of Edmonton, whose own guides were used in the making of the town’s document.
“The policy also outlines how breaches of this policy will be handled, as brand mismanagement can have serious repercussions for the municipality and is difficult to rectify once damage has been done to the brand,” Brennan pointed out.
Therefore, this policy and its corresponding procedure attempts to clarify roles and responsibilities in terms of the town’s branding assets — prior to any such mismanagement occurring, according to Brennan.
“While the risk is low, the town’s current state of not having a policy, procedure or standards leaves grey areas and lack of control over the town’s visual assets. Typically, breaches can be handled with education, but this policy does outline that severe violations can result in disciplinary actions of varying degrees. It also defines what constitutes as a severe breach, so proper discipline can be administered if required,” stated Brennan, in the report.
Council, it was noted, retains ownership over the town’s visual and design assets — meaning should council wish to change the town’s logo, motto, colours or branding, future council retains the right to do so at their discretion.
“Therefore, the standards themselves are included in the procedure so administration can make quick and necessary changes to the standards if and when council changes the assets,” said Brennan, adding as noted within the standards document itself, it is not meant to be an exhaustive list of occurrences for town designs — but a minimum to which the brand shall be held.
When situations arise for any design-related infringements, administration’s thought is to triage it at that time, Brennan added during the council meeting. Coun. Mark Garner made the motion council adopt the Visual Identity Standards Policy, as presented. The motion was passed unanimously by council. 2
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