BY SCOTT SULLIVAN EDITOR
Could the above be Saugatuck Township’s new logo? The board, after close to six months of deliberating, was slated Wednesday, Feb. 9 — too late for this week’s Commercial Record print deadline — to decide.
The board last July 14 last year hired Concept A Creative, also used by the Saugatuck-Douglas Convention & Visitors Bureau, for $8,500 to modernize the township’s look and website.
The firm’s concept goal was “an enhanced brand identity that will reflect the quality of the lifestyle and abundance of natural beauty and trails in the area, and that will also provide a connection with both the city of Saugatuck and the Douglas area.
“The new visual identity,” its statement went on, “should complement the existing area branding and help convey unity.
“In addition to the new visual identity, a comprehensive brand guidelines document outlining typography, identity uses, color palettes and overall voice will be pivotal towards ensuring brand cohesiveness moving forward,” it says.
Concept A Creative projected the full branding process to take 10 weeks.
At the Jan. 12 township board meeting almost six months later, the board instructed its design committee to respond to the firm’s submitted Logo Option 2B asking it prepare a tri-colored, as opposed to a mono-colored rainbow. Above is what has resulted.