Schaumburg to use longtime logo, tagline in new promotions
Despite rejecting changes to Schaumburg's logo and tagline in January, village trustees Tuesday unanimously gave their nod to stepped-up promotional use of the 45-year-old current ones.
Compared to the proposed changes, cost isn't expected to be a major factor in gradually incorporating the existing logo and tagline "Progress Through Thoughtful Planning" into more eye-catching ads, street banners, construction fencing and business cards, officials said.
"Changing the logo would have been a major change to the village, and we were just not interested in doing that," Trustee Tom Dailly said.
Schaumburg's longtime green-and-yellow logo features a stylized "S" inside a heraldic rose from the coat of arms of Schaumburg-Lippe, Germany, for which the village was named.
Trustee Frank Kozak, whose criticisms of a potential change were focused strongly on cost, said he was in favor of the increased public-relations efforts.
"It brightens things up," Kozak said. "We're just putting a little more spiffiness out there."
He suggested the effort could greatly benefit the village's new Economic Development Department.
A suggestion to advertise the village at O'Hare International Airport was seen as worthwhile but deferred for now as it would incur additional costs.
"We'll have to look at how far we want to take this," Kozak said.
Schaumburg Communications Manager Allison Albrecht has been working with consultant North Star Destination Strategies on first the potential changes and then mock-ups of possible promotional uses for the current logo and tagline.
Now that North Star's contract is completed, she'll be coordinating the internal efforts to turn the mock-ups into reality.
These especially capitalize on the concept of "Progress" in the village's tagline and will probably start to appear through an internal rollout of the new branding early next year, Albrecht said.
Examples include the phrase "Progress comes in all shapes and sizes" on an ad showing Zurich North America's distinctive new headquarters, and "Pardon Our Progress" on a smartly painted construction fence.
The village's letterhead and website may be among the first places for the changes to be seen, Albrecht added.