Schaumburg rejects change of longtime logo, tagline

 
 
Posted1/17/2018 5:35 AM
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  • The village of Schaumburg's logo since the early 1970s, which trustees voted 4-2 to retain Tuesday.

    The village of Schaumburg's logo since the early 1970s, which trustees voted 4-2 to retain Tuesday. Courtesy of village of Schaumburg

  • The most significantly changed of three proposed new logos for the village of Schaumburg.

    The most significantly changed of three proposed new logos for the village of Schaumburg. Courtesy of village of Schaumburg

  • The second-most changed of three proposed new logos for the village of Schaumburg. Trustees voted Tuesday to retain the old logo and tagline from the early 1970s.

    The second-most changed of three proposed new logos for the village of Schaumburg. Trustees voted Tuesday to retain the old logo and tagline from the early 1970s. Courtesy of village of Schaumburg

  • The least-changed and most familiar-looking of three proposed new logos for the village of Schaumburg. Trustees voted 4-2 Tuesday to retain the old logo and tagline from the early 1970s.

    The least-changed and most familiar-looking of three proposed new logos for the village of Schaumburg. Trustees voted 4-2 Tuesday to retain the old logo and tagline from the early 1970s. Courtesy of village of Schaumburg

Though Schaumburg trustees have shown they're willing to approve carefully considered changes to the village's landscape, they voted 4-2 Tuesday to retain its logo and tagline of the past 45 years over specific new options.

After months of research and deliberation with a consultant, the village staff offered "Skillfully Planned. Artfully Achieved" as a potential update of the long-established tagline "Progress Through Thoughtful Planning."

They also presented three possible alternatives to the green-and-yellow logo depicting a stylized "S" inside a heraldic rose from the coat of arms of Schaumburg-Lippe, Germany, from which the village derives its name.

One option largely retained the familiar design but made the "S" more modern and the entire logo green. The next turned the original "S" blue, tilted it, and lost the rose-shaped border. The last depicted a much bolder blue-and-green "S" that curved to form a sphere.

"You had to have known this wasn't going to be easy, didn't you?" Trustee Tom Dailly asked the staff to start the discussion.

While confessing to have never been a fan of the current logo's colors, Dailly said the least changed option was the only one worth considering.

Trustee Frank Kozak said he was uncomfortable with the cost of changing the logo everywhere, particularly without an estimate of that cost.

Trustee Mark Madej focused his criticism on the proposed new tagline, saying it sounded "past tense" and not like a method of weighing future decisions like the current one has been for him.

But Trustees Jack Sullivan and Marge Connelly defended the consideration of change.

Sullivan said he was struck by the third logo option and thought a change like that useful in drawing attention.

Connelly said she felt the old tagline was most in need of change, criticizing "Progress" as an old-fashioned term not reflective of today's high-tech corporations that already have found so many homes in Schaumburg.

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