Buffalo Grove unveils new logos, ‘smart. with heart.’ slogan

Buffalo Grove officials unveiled new village logos and a new slogan they say portrays a more up-to-date version of the community.

That new look puts more focus on the grove - with a green, leafy pattern taking center stage - and less on the buffalo, which is cast in more of a supporting role.

The new slogan - or strapline - is “smart. with heart.”

“(Buffalo Grove) is a shining example of a community that seamlessly blends intelligence with compassion,” said Molly Gillespie, the village’s director of communications and community engagement.

Village trustees on Tuesday adopted the key findings of a community brand final report and approved a package of creative assets, including the new logos.

Both are the result of eight months of work by the village and its consultant, North Star Place Branding + Marketing, which it hired for about $98,000. The work included a community survey that elicited 600 responses and input from people outside the village, with an additional survey of 300 people in the Chicago area.

“Beyond the schools, the number one thing that people loved about Buffalo Grove is the open space, green space and the parks,” Gillespie said.

The green colors in the logos emphasize the community’s appreciation of its parks and green space, and the blue and turquoise represent the feeling of tranquility, peace and safety.

As for the buffalo, it will be painted in those colors and adorned with stripes that represent progress.

None of the designs presented are final, but eventually they could be seen on village stationery, banners, wall signs, wayfinding and entry signs, and even the Route 83 pedestrian overpass.

Among the materials presented at Tuesday's Buffalo Grove village board meeting was a conceptual rendering of new branding elements used on the Route 83 overpass. Courtesy of Buffalo Grove

“I love it,” said Trustee Denice Bocek. “It’s very happy. It makes me smile. It is very warm and welcoming. It is I believe who we are as a community. ”

But Trustee Andrew Stein said he is concerned about downplaying the town’s namesake animal.

“I really want to preserve the buffalo,” he said.

  Molly Gillespie, Buffalo Grove’s director of communications and community engagement, discusses the village' news branding package at Tuesday night's village board meeting. Steve Zalusky/

Village Manager Dane Bragg promised that the buffalo is not going extinct.

“Rest assured, there’ll be lots of buffalo in our future,” he said.

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