I would just like to clear up a misconception that the City of Whitehorse is currently perpetuating. A brand is not a logo; it is not an advertisement; it is not a colour or even a slogan. A brand is everything about how you are perceived or experienced by your audience. You have one even if you don’t want one.
“Branding” is about coming to a clear understanding about what you value, what sets you apart, and what—specifically— makes you different. Then you can begin to articulate your values and differentiation in your communications.
What’s valuable in rebranding the city we live in is the opportunity to understand what people living here and abroad feel about Whitehorse, how the city envisions it’s future and how best to represent that.
SOME of this information gets translated into visual components, like colours, a logo, a “tag-line.” But branding has the potential to radically change how the subject functions internally too. In the case of the city, having guidelines about our city brand could allow all the different departments and businesses to work together in creating a unified vision of Whitehorse’s future.
At this very moment, the “brand” of Whitehorse is being created by a public vote on two logos. There’s so much to write about this that would far exceed my blog quota for the day.
This is the survey:
The image above is taken from this survey and you will note that it asks you to choose a logo. I repeat… a logo is NOT a brand!
Unfortunately you cannot finish the survey without clicking on one of the two logos, so please make note in the comments that without an articulated set of brand values you are not selecting an identity in any meaningful sense. You are actually being asked which picture you like best based on a gut reaction.
If you have any other questions about branding and what it really means, please drop us a comment/question. We would love to clarify any confusion.