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City of Hamilton Flag _ Badge _CSE02022_ _City Wide_

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					                                                                       CITY WIDE
                                                                       IMPLICATIONS


                             CITY OF HAMILTON
                           CORPORATE SECRETARIAT
                 Communications & Corporate Effectiveness Divisions



Report to: Mayor and Members            Submitted by: Anne Louise Heron
           Committee of the Whole                     Executive Director

Date:        July 18, 2002              Prepared by:     Brandon Trpcic - 546-4106

SUBJECT: City of Hamilton Flag & Badge (CSE02022) (City Wide)



RECOMMENDATION:

That, subject to the approval of Report CSE02021 (City of Hamilton Logo),:

a)      That the ‘Bridges’ logo be incorporated both into the City Flag and the City Badge;
        and

b)      That the new Flag and Badge designs be as depicted in Appendix A attached to
        Report CSE02022.




Anne Louise Heron, Executive Director
Corporate Secretariat


EXECUTIVE SUMMARY:

With the adoption of the City of Hamilton’s new logo and considering that the new logo will
be used throughout the City on various applications, both a flag and a badge design
incorporating the logo have been created for the City of Hamilton.

The recommended designs are thought to be simple and elegant in their appeal, while
being bold in their presentation and overall treatment. The flag and badge are to
incorporate the new logo with a blue background and gold border.
SUBJECT: City of Hamilton Flag and Badge
         (CSE02022) (City Wide) - Page 2 of 7


BACKGROUND:

Since amalgamation of the City of Hamilton and the outlying communities in January 2001,
there has been discussion surrounding a new official flag and badge for the City. In
March 2001, the discussion had included adoption of the Coat of Arms as a possible
alternative. However, after much deliberation the Coat of Arms was not adopted as part of
either the flag or the badge.

With the forethought that this project (Branding and Corporate Identity) would include the
development of a new logo, it was recommended that a city flag and badge would be
created incorporating the logo as part of this project and subsequently presented to
Council for approval.




Considering this Report is dependent on the ‘City of Hamilton Logo ’ Report (CSE02021).
If the recommendation of Report CSE02021 has been approved, the new logo for the City
of Hamilton is:


The Branding and Corporate Identity Project is intending to launch the Branding and
Corporate Identity in early autumn. In order to meet this deadline, the recommendation in
this Report has been put forward for approval, subsequent to approval of Report
CSE02021. Thus, once the research was completed on the finalist logos and a winning
logo was determined, the firm of Jan Kelley Marketing was charged with preparing a
design for a new City flag and a City badge, as part of the Branding and Corporate Identity
Project.
SUBJECT: City of Hamilton Flag and Badge
         (CSE02022) (City Wide) - Page 3 of 7




ANALYSIS OF ALTERNATIVES:

Part of the endeavour when creating a corporate brand is to create a powerful identity that
builds awareness and recognition for the City. In keeping with that intention, and in
consideration that the new City logo will be on all other applications throughout the City,
including signage, vehicles, uniforms, stationery, letterhead, advertising, the web, etc., it
would be consistent to have the new logo applied to the official City flag and City badge.


Jan Kelley Marketing, whose services were tendered for the Branding and Corporate
Identity Project, was asked to create the design for both applications once the final
research had concluded which logo would be recommended to Council. Their professional
services in terms of corporate graphics and identity standards, along with their design
team considered several alternatives to the treatment and colour of the applications and
have recommended the following designs:


                   Flag                                          Badge
                                                Note: it has been recommended that the
                                                colour treatment of the badge and the flag
                                                remain the same as the logo; thus,
                                                alternatives for the badge were based on
                                                the shape it should take.
SUBJECT: City of Hamilton Flag and Badge
         (CSE02022) (City Wide) - Page 4 of 7


Other alternatives include the following:

                   Flag                         Badge
SUBJECT: City of Hamilton Flag and Badge
         (CSE02022) (City Wide) - Page 5 of 7



The final alternative would be to not use any of the above alternatives and commission
another group to design a City of Hamilton flag and badge outside of this project. The
implications of not approving any of the above alternatives would be:

•     that the City of Hamilton would continue to go without a City flag and official badge;
•     separate funding would be necessary to come up with the design;
•     the flag and badge would be different from the approved logo and may confuse and/or
      communicate a separate identity for the City of Hamilton.



FINANCIAL/STAFFING/LEGAL IMPLICATIONS:

In November of 2001, Council approved $600,000 for the Branding and Corporate Identity
Project to be financed from reserves as part of the Transition Costs/Funding Report.
Subsequently, in May of 2002, Council approved the award of this contract to Jan Kelley
Marketing to provide their services as a strategic communications firm in the development
and delivery of an integrated Branding and Corporate Identity campaign. The logo design
and research to identify the preferred logo (residents, businesses and employees) is part
of that funding. Subsequently, the design of a new flag and badge came out of that work
with the incorporation of the logo into both the flag and the badge. Additional funding was
not required to create the design.



POLICIES AFFECTING PROPOSAL:

N/A


CONSULTATION WITH RELEVANT
DEPARTMENTS/AGENCIES:

Jan Kelley Marketing graphics and design team.



CITY STRATEGIC COMMITMENT:

A City of Hamilton flag and a City badge in conjunction with the Branding and Corporate
Identity Project aligns with the City of Hamilton’s Strategic Commitments, by supporting the
goals of:

!     putting our best face forward;
!     establishing a City identity/image; and
SUBJECT: City of Hamilton Flag and Badge
         (CSE02022) (City Wide) - Page 6 of 7


As part of the Branding and Corporate Identity Project, the development of a new logo was
a key deliverable that has had extensive input from City residents, businesses and
employees. The logo will allow for a uniform and distinctive representation of the City of
Hamilton, both throughout the City and outside its boundaries to symbolize change,
momentum and commitment to service excellence. It creates a powerful identity that
builds awareness and recognition for the City of Hamilton.

In keeping with the theme of a consistent identity throughout Hamilton, the logo has been
used in the recommended flag as designed by Jan Kelley Marketing.

Attachment – Appendix A
SUBJECT: City of Hamilton Flag and Badge
         (CSE02022) (City Wide) - Page 7 of 7

                               Appendix A

                          City of Hamilton Flag




                        City of Hamilton Badge

				
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