advertisement

Buffalo Grove considering new logo

When Buffalo Grove village board members looked at the first draft of the village's new logo, they declared themselves underwhelmed.

This week, Decatur-based DCC Interactive Marketing Agency gave it another try before the village board's committee of the whole.

Looking at two new logos, board members in attendance declared themselves less underwhelmed, although not yet whelmed or overwhelmed. The first of the two, which garnered most of the attention and favor, keeps the image of the buffalo from the existing logo but camouflages it in the form of a grove of trees shaped like a buffalo.

“So what we have done is created an optical illusion,” said DCC's Kara Demirjian Huss. “And we created a buffalo out of the grove of trees and used shading and space to capture the essence of who you are.”

The accompanying materials explain why both designs are green.

“The bold green color palette symbolizes wisdom, nature, life, stability and endurance,” it says. “Green implies growth, harmony, freshness, and fertility. It also evokes the feeling of safety and healing power.”

Trustee Andrew Stein said it was a nice update, but added, “I still don't think people are going to move into Buffalo Grove because of a logo.”

Stein was curious how the logo would work on village vehicles and street signs. Looking at a business card version, he said it reminded him of a landscaper. “Does it actually say what we want to say on a business card?” he queried.

Village President Beverly Sussman wondered about the cost of changing from the old logo to the new, as well as how long it would take for the transition to take place, especially on street signs.

“If we did everything at once, that would be very expensive,” Deputy Village Manager Jennifer Maltas said, but it could be phased in, for instance, as street signs are replaced.

Trustee Steven Trilling called the new design a great improvement, but asked what benefit Buffalo Grove derives from changing its logo.

Surrounding communities are positioning themselves competitively in the area of economic development, Huss said.

“I think that's why we were brought here,” she said. “The existing logo is a bit dated and it represents you as dated and not moving to the future.”

Draft logo No. 2. Courtesy of the Village of Buffalo Grove
Article Comments
Guidelines: Keep it civil and on topic; no profanity, vulgarity, slurs or personal attacks. People who harass others or joke about tragedies will be blocked. If a comment violates these standards or our terms of service, click the "flag" link in the lower-right corner of the comment box. To find our more, read our FAQ.