Roughly two dozen residents came to the RancheHouse to check out the four options for a new town logo Nov. 18.

Three of the options were of the stain-glass stylized Men of Vision statue that have drawn some criticism in the past, and a fourth option was entirely new — and blue — and represented a more realistic version of the Men of Vision statue.

Communication director Laurie Drukier, left, and economic development officer Maggie Armstrong speak about branding options for Cochrane at an open house Nov. 18. Photo by Rachel Maclean

The evening started with a quick speech from the town’s communication director, Laurie Drukier, and the town’s economic development officer, Maggie Armstrong, about how the new branding initiative is more than a logo — it’s about marketing Cochrane.

“There is always a message that accompanies the logo,” said Armstrong.

Afterwards, residents shared their thoughts on the logo.

“Why are you spending our money when budgets are so tight,” Kas Beynon said as she waved a newspaper article that talked about a tight budget expected in Cochrane this year.

Drukier answered that the roughly $40,000 was pulled from a reserve, therefore not increasing taxes this year.

Resident Jessica Arnatt wondered why a Cochrane firm wasn’t chosen to create the new brand, since a local company may have known what exactly it means to be a Cochrane resident.

“They don’t live and work in the community,” she said about Twist Marketing, the Calgary company hired to create the brand.

Arnatt is a designer in town for BlindDrop Design, and said the four new options all have design flaws. She said the options had weak fonts and colours, and Cochrane should have a logo that shows community pride.

Drukier answered that no Cochrane companies met the request for proposal (RFP) requirements.

Don Hepburn, president of the Stockmen’s Memorial Foundation, was confused about the emotion behind the slogan “How the west is now.”

Armstrong responded that it means regardless of when you see the logo it will be current.

Victor McAllister, a hair stylist in town, said that while Cochrane has moved away from a small town the Men of Vision will always represent the community’s values.

“It’s what Mac gave us when Cochrane was a town, and a community,” he said, referring to Mac Mackenzie the sculptor of the Men of Vision bronze statue that overlooks Cochrane from the Historic Ranche site.

Resident Joan Longeway said she doesn’t understand why Cochrane needed a new logo and brand. She said the current logo with the Men of Vision stands for Cochrane, and our future.

“I think (the new stylized logos are) an insult to Mac’s memory,” she said.

But Doug Marter said he was more interested in what the plan means than fussing over the logo. He said the debate has persisted because of media sensationalism.

Clarence Longeway said that marketing the town, such as the downtown revitalization project, hasn’t worked in the past in his opinion.

“The revitalization was to create a downtown similar to 1900, and that didn’t happen,” he said, adding the downtown businesses are still paying a levy for the project.

Mockups of how the logo could be used for entrance signs into Cochrane. Illustrations courtesy Town of Cochrane

Clarence said the stylized logo does not have a heritage look, and asked why Cochrane would move toward a western heritage building theme and then switch to a modern logo.

In the end, many people at the meeting seemed to gravitate towards the newest option of a more realistic version of the Men of Vision logo, but many said that the colours needed to be adjusted so they popped better.

The new option was brainstormed by Couns. Ivan Davies and Joann Churchill, with the artistic help of Cochrane Awards.

“We went out and found someone who would give us a true man of vision,” said Davies. “We wanted to present it at the open house, and administration couldn’t do it for us.”

He said the colour of the realistic Men of Vision logo is open for discussion.

“I think it has to be tweaked,” he said.

Davies said while he was glad a group of passionate people showed up at the open house, he thought there would have been more people in attendance.

The town was accepting feedback online and at the RancheHouse until Nov. 24. Drukier said if the new option, not designed by Twist Marketing, is chosen she does not know if council will use the strategy.

“We are taking direction from council,”  she said. “It is important for people to know council will see all the feedback and decide once it is all gathered.”

The brand — including both the logo and strategy — will be back at council at a special meeting Nov. 30.

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