Des Plaines leaders move to rebrand city
Is Des Plaines making a "good move" in its latest attempt to rebrand itself?
The city unveiled a new logo and slogan this week that could be used not only on city letterheads, business cards and newsletters, but also on light pole banners, marketing materials, and welcome packets used to help draw new residents and businesses to town.
The branding strategy, developed by Nashville-based NorthStar Destination Strategies, includes the green logo with a lowercase "d" and uppercase "P" and slogan "Good Move." Residents and community leaders mentioned in interviews with consultants that the city's location and ease of access are benefits.
But officials say the message will be about much more than how close Des Plaines is to the train station or tollways.
Take, for example, an advertisement showing a father dancing with his daughter in the living room of their Des Plaines home, and the headline "Shorter Commutes - That's what I call a good move."
"It'd be real easy for a lot of communities to throw a picture of an exit or on-ramp to 294 and that'd be the message," Mayor Matt Bogusz said. "But the real message isn't the pragmatic one. It's not the fact you can get here to there quicker, but it's the benefit behind that pragmatic thing, and it's an emotional one.
"It's the fact the time you don't spend in your car driving out to Palatine you can use teaching your baby girl how to dance."
The city's consultant spent months doing interviews and research in order to create the brand strategy, after being hired by the city in May 2014 for $88,000.
Aldermen reviewed the brand image and message this week and city staff plans to share the information with other groups, such as the park district and school districts, in hopes of working together on unified marketing.
But not all agree with the approach.
Fifth Ward Alderman Jim Brookman didn't like the logo, calling it "terrible," and saying it took him a while to figure out it included a "d" and "P".
Brookman, along with Alderman Dick Sayad, voted against the branding plan this week, wanting more time to bring it to residents for their feedback. Brookman cautioned against moving too fast, recalling an effort in the 1990s "that was a disaster."
Third Ward Alderman Denise Rodd said when she first saw the logo, it reminded her of leaves and trees in the city, and it wasn't until later that she discovered the city's initials.
"I think that second look at something you've been looking at for a while is exciting, and even metaphoric about what it's like to live in Des Plaines," she said.
It could be up to four months before the new brand is officially launched.