Better in the Crest: Residents Voice Opinions

WILDWOOD CREST ─ William Gullan, president of Finch Brands, presented the unofficial slogan, “It’s better in the Crest,” to the Board of Commissioners and Crest residents during the Nov. 4 meeting.
Showing an abstract letter “C,” the slogan’s color choice and signature wave is designed to solicit a response by the viewer.
“It will feel part of the fabric of the community,” said Gullan as he explained the design team’s philosophy behind the logo and slogan. According to Gullan, what humans “feel strongly about” is impacted by “shapes and colors.”
Gullan explained how Finch Brands seeks to strike a “creative balance” in choosing a “visual metaphor” in depicting sunrise and sunset colors in the letter “C.”
The progressive, contemporary design, however, did not appeal to many residents at the morning meeting. “It looks like a “C” with a mustache!” said one resident, expressing her opinion.
As Wildwood Crest continues to move forward, public opinion varies concerning the image it will present to neighboring communities, the region, and beyond.
The meeting began with a series of ordinances, all six requiring augmenting and amending.
From peddling licenses to property maintenance, commissioners passed the ordinances for second reading at the next regularly scheduled meeting. In ordinance 1226 (Chapter 22, Construction Code), certain times will be implemented when “demolition, pile driving, and house raising work will not be permitted.”
The amendment reads, “Beginning with the 15 of May and through the 15 of September the demolition, removal, or razing of buildings, structure or improvements to real property, pile driving activities or the raising of any structure shall be prohibited within the Borough of Wildwood Crest.”
In the resolutions, a professional services contract was authorized, engaging the services of Louis M. Barbone, of Jacobs and Barbone, as special counsel for the borough.
Barbone’s services are not to exceed $5,000 “for the period ending Dec. 31, 2015.”
When asked why additional funds are being spent in obtaining special counsel, borough solicitor Doreen Corino, said to answer such a question was “inappropriate” due to ongoing litigation.
Mayor Carl Groon commented on the “slight” rise in costs, but assured residents of remaining on track in regards to the budget.
The 2016 borough commissioners’ meetings schedule may potentially include Saturdays. When the vote was taken, Commissioner Joyce Gould opposed the motion, but it was moved by Groon and Commissioner Don Cabrera.
After resolutions, Gullan and two associates, Mandy Rippert and Scott Richards, gave a presentation regarding the logo and slogan for the Crest.
Finch Brands is located in Philadelphia, Gullan referred to the project as a “labor of joy” and emphasized listening to “key voices in the community.”
Art is subjective, according to Gullan, and said that not everyone will “love it on day one.” Two potential images were presented, one bearing the name “Wildwood Crest” and the second with simply “The Crest.”
Gullan said the two options relate to how “we present ourselves” in appropriate settings and usage. Presenting a distinct community took center stage during the discussion.
If approved, the logo and slogan will appear on bumper stickers, banners throughout the borough, tote bags, tee shirts, and letter heads. In more official capacities, the logo would also appear on uniforms, vehicles, and may even serve as a the borough seal. “I expect strong conversations and opinions,” said Gullan after presenting the images.
Groon opened the floor for comment, and the opinions ranged from approval, interest, and dislike. “There is nothing about the beach,” said one resident. Confusion over the “mustache” also lead to more discussion and explanation on the abstract nature of the logo itself, prompting the question “how many people think in the abstract?”
Gullan answered with, “The success of any logo is going to be its consistent and contextual use. Not everyone got the Nike logo right away.”
Cabrera also explained that the logo “has to be easy to print and read,” but assured everyone present of a “no rush” attitude in the process. Cabrera desires the project to be done right and to last. Gould added her comment as well on the lack of a beach theme, “I was the person most against a beach chair, a boat, or an umbrella. We want to be unique.”
Earlier renderings of the potential logo were displayed alongside the two posters, prompting residents to compare and contrast elements they found more appealing from varying designs. One individual expressed his approval of the final design, saying it “grew on him” and how such an abstract concept would appeal to millennials.
Cabrera concluded the public comment by saying that the commissioners and Finch Brands will “come back in a month” after “tweaking” the present design.
To contact Rachel Rogish, email rrogish@cmcherald.com.