Image from the Fergus Falls Committee of the Whole Agenda
At the Committee of the Whole Meeting Wednesday (March 27th), Jean Bowman, the Communications Manager for the City of Fergus Falls, unveiled the new logo for Fergus Falls, pending approval from the City Council.
On September 5, 2023, the City Council approved the communications plan, which includes a logo refresh and branding guidelines.
The current logo was designed in the early 1990s through a community contest for the city’s tourism work (which was then handled in-house).
At the meeting, Bowman said, “The refreshed logo is intended to give us some new energy, direction, some cohesion around the city and what we’re doing and the progress that we’re making. It’s modern and more updated. The current logo really focuses on the falls, which people are like, ‘where are the falls?'”
Members of the City engaged the professional services of Intrinsic Designs, a local firm with experience in brand identity and general design expertise.
Over the course of five months, they conducted five stakeholder focus groups, both internal and external.
External focus groups included local marketing professionals, marketing students at Fergus Falls High School, and members of the Fergus Falls Senior Center.
The recommended logo builds on the three “waves” and uses dark blue, reminiscent of the current logo.
These “waves” can generally depict water, waterfalls, the river or even a road or journey.
The lower half suggests forward motion, action, momentum.
Blue is associated with knowledge and reliability.
The top portion, the prairie flowers, and grasses (and a bird) provide a sense of identity and place-making.
Orange is associated with energy, welcoming and liveliness.
During the design process, City department heads provided an inventory of places and things that would need the new logo.
Things like, the water tower, business cards and all electronic elements will eventually incorporate the new logo.
This will occur gradually as funds are available.
Digital elements will roll out as soon as possible, following the Council’s approval.
The logo is set to be discussed and potentially voted on at the next City Council meeting on Monday April 1st.
In preemptive response as to why the logo isn’t put to a public vote, Bowman said, “With the kerfuffle the state had with the state flag, we were like, ‘should people vote on it,’ and it was adamant, ‘no.’ This is not a popularity contest, this is a strategic business decision.”