Creating an identity

The latest part of the evolution of Summerland’s image came with the unveiling of a new tourism logo and brand.

Not too many years ago, Summerland worked to create an identity as an Old English community, complete with a themed facade in the downtown and a town crier. Today, that vision of Summerland has been left behind as the community has new ways of defining itself.

The latest part of the evolution of Summerland’s image came on Tuesday evening, when the Summerland Chamber of Economic Development and Tourism unveiled a new tourism logo and brand.

The branding and logo project, funded by the municipality and the chamber, cost $10,000.

This is not the first logo change for Summerland.

A few years ago, the municipality adopted a new logo, which can be seen on municipal documents, on the website at summerland.ca and on the signs at the north and south entrances to the community.

Both the municipality’s logo and the tourism logo and branding have changed considerably from the Old English emphasis which had been used to identify the community. Old English is no longer used to describe the appearance of the downtown buildings, nor is it used as a selling point in tourism promotions. The former Town of Festivals slogan, used in the 1990s, has also been abandoned.

The logo changes make sense since the community has changed over the years.

The new tourism logo and branding, along with the municipal logo, provide a fresh image for the community.

Over time, however, the logo and branding should be revisited to ensure it continues to serve as an accurate description of Summerland.

All communities are continually evolving and eventually, the descriptions which fit today will no longer be as accurate in the future.

Until then, however, the logo and branding should help to clearly identify Summerland and to set the community apart from other places.