Hope now has a community brand with three different voices.
Two new logos were revealed during a branding open house last week at the Hope Golf Club.
The original logo used by AdvantageHOPE to attract visitors, investment and new residents is considered the community’s marketing voice. A corporate logo has been added for use by the District of Hope on its website, stationary, vehicles and signage. In order to give people an opportunity to share in telling the brand story, a related logo was created to represent “the community voice.” Residents at the open house chose the new community logo from two design concepts. The available decals bear the words “Proud to Live in Hope, BC” or “Proudly Made in Hope, BC.”
“We really wanted to find a vehicle so that local people can actually use that brand in their own way without compromising the messages and the initial use of those logos,” said branding coordinator Alison Harwood. “It’s meant to be like a seal or stamp of approval. It’s kind of a little rough around the edges because that’s kind of our town. We’ve got a little diamond in the rough quality here.”
The first phase of the branding process was completed in June 2013 with the input of over 400 people. The initiative, a partnership between the District of Hope, Chamber of Commerce, and AdvantageHOPE, aimed to define the spirit and personality of the community. Hope’s brand essence was identified as Being Connected: To nature. To community. To oneself. The first phase of the branding process culminated with the release of a Brand Book, which included a logo set and guidelines. It explains what the community stands for, its vision, values, personality, positioning, and unique selling proposition. It also outlines the context for the brand, defining the target audiences, competing communities and relative brand relationships.
The branding committee has since worked on building the brand by communicating Hope’s story through collaborative relations and marking initiatives, as well as developing regional assets, encouraging local businesses and organizations to project brand attitudes and behaviors, coordinating community planning, and building long-term vision and commitment. A new image bank has also been developed this year to showcase the region.