Elgin's new logo faces city council vote

For years, Elgin was "The City to Watch," paying homage to the classic timepieces once manufactured here.

Then the city's slogan shifted to "It's Happening Here."

On Wednesday, if the city council approves, Elgin will be known as "The City in the Suburbs."

The slogan is the product of two years worth of research and input from key representatives from the city, Elgin Area School District U-46, the chamber of commerce, both Sherman and Provena St. Joseph hospitals, Elgin Community College, real estate agents and other leaders.

"It's authentic, first and foremost," City Manager Sean Stegall said. "And it is the ideal reflection of what the community is and what the community aspires to be in the future."

Local leaders want to show that the community of 110,000 people has all of amenities of a big city, but right here in the suburbs.

Sue Olafson, the city's public information office and co-chair of the Enhancing Elgin committee that received its charge from the council two years ago, said the city has character and vitality. It also is sustainable, accessible and authentic, she said.

"When a city is looking to identify who and what it is, there is some great economic development value in having people identify positively with Elgin," Olafson said. "We know if we don't brand, we will be branded (by others). This visual mark is only one small component of the entire branding and identity campaign."

The city earmarked $75,000 two years ago for the marketing effort before the economy went sour.

The logo is part of the first comprehensive city branding effort since 2002. Last year, South Elgin changed its logo and ECC recently launched a re-branding effort to coincide with the 60th anniversary of its founding.

So far, there is no budget to implement the logo. The cityofelgin.org website will see an immediate change, but the city will slowly switch over as vehicles are repainted and letterhead runs out and needs to be reordered, for example.

"We've got urban, but still have a small town community experience," said Carol Gieske, the Elgin Area Chamber of Commerce vice president of communications.