December 24th, 2014 ~ Vol. 84 No. 50
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Surveys shows public support
for new municipal brand
Crowsnest Pass Herald Front Page
Crowsnest Pass Naturally Rewarding branding.
EZRA BLACK
Pass Herald Reporter
The results are in; the majority of citizens who responded to a recent survey endorse the current municipal brand and logo.
At a council meeting on Dec. 16, Kristin Ivey, manager of Corporate Services, said the municipality received 785 responses, which is about 17 per cent of the population based on a 2011 census.
“There appears to be support for the current brand, the current logo and entrance signs and the logo,” said Ivey. Sixty-three per cent of respondents said they either agree or strongly agree that they like the overall municipal brand while 28 per cent of respondents said they disagree or strongly disagree. Nine per cent of respondents were neutral.
Sixty-five per cent like the municipal logo, 67 per cent like the entrance signs at either end of the municipality, 70 per cent like the municipal website, 58 per cent agree that the brand effectively reflects the identify of the Pass.
On the other hand, only 46 per cent of respondents agreed that the community had been adequately involved in the 2012 branding process.
Perhaps most tellingly, 83 per cent of respondents would not support a rebranding process and the vast majority of respondents don’t want to adopt the ‘Mountain Freedom’ slogan or logo.
continued below...


To collect the data, 3,150 surveys were mailed out in a utility bill while individual copies were made available in strategically placed drop boxes around the community. Based on the survey, there is no support for committing funds to change the brand.
According to a municipal release, the municipality has been through several rebranding campaigns since retiring its longtime logo that featured collage of icons including a train, a miner, Crowsnest Mountain and wildlife.
The 2012 rebranding campaign cost about $322,000 of which $200,000 of the cost was covered by a provincial Municipal Sustainability Initiative (MSI) grant. The campaign saw the development of a new logo and the slogan “naturally rewarding.”
Developing the brand cost about $50,000, while the entrance signs at either end of the municipality cost about $200,000.
Councillor Marlene Anctil thanked Ivey for the report and added that the survey was distributed because of public interest and not because council was interested in changing the brand.
“Whether we agree or not we have to do what the public is requesting us to do,” said Anctil.
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December 24th ~ Vol. 84 No. 50
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