WILDWOOD CREST ─ “The Crest needs to be cherished for its uniqueness,” said William Gullan, president of Finch Brands, as he and his associates revealed three modified logos for the borough.
Changes in lightening colors and adding additional waves marked three potential candidates labeled “A,” “B,” and “C.” All three logos still contained the capital “C” and abstract wave design.
“Anyone can have flip-flops,” explained Gullan. “We have still focused on not using imagery that we felt would be predictable,” he said.
After the Nov. 4 meeting, Gullan and team members Mandy Rippert and Scott Richards, returned “to the salt mine” and incorporated elements suggested by Crest residents. By selecting a new logo that will appear on t-shirts, bumper-stickers, banners, official letterheads, and even in a new borough seal, Wildwood Crest will have a distinctive, lasting look, according to Commissioner Don Cabrera. In Gullan’s words, “branding is shorthand.”
Three ordinances and 17 resolutions went before mayor and commissioners Dec. 16. Beginning with amending “Chapter 56 Recreation Commission Rates and Fees” and passing a salary ordinance for borough employees, commissioners set a tone of preparation for 2016.
Under resolutions, an authorization for amending the 2015 municipal budget was approved. The amendment served to “request approval of the director of DLGS (Division of Local Government Service) for the insertion of a special item of revenue, specifically $200,000 from the state Department of Community Affairs, Small Cities CDBG Grant.” Approval was also given for Aurora Environmental Inc. for a new gate controller at Public Works.
A “self-insurance” model passed into effect in order to give life insurance for retirees from the borough. Met Life was approved to enroll contractual, borough employees with life insurance, beginning Jan. 1 through Dec. 31, 2016.
The Crest also wants to submit a grant for FY 2017 Greater Wildwood Municipal Alliance Consortium. Resolution nine was “pulled” from the agenda due to a lack of preparation of a document. Resolution nine dealt with a “collective bargaining agreement” with United Independent Union that represents sanitation workers and drivers.
Edmund Grant, borough administrator, said he expects the agreement to be completed quickly.
Before commissioners went into closed session, Mayor Carl Groon invited Gullan and the team to present the three potential logos and slogans for the borough.
Gullan talked residents and commissioners through the creative process and the changes made to the designs. According to Gullan, what elements remained were the “general abstract” letter “C” and the symbolism of sunrise and sunset in the color scheme.
“Perception is different,” explain Gullan, referring to the difference of opinion expressed by residents at the November meeting.
Also, the two ways of presenting the borough as “Wildwood Crest” or simply as “The Crest” entered the discussion. Gullan said he sees “appropriate usage and time” for both.
In option “A,” the abstract wave was still centered in the “C” but designed to “minimize the mustache concern,” said Gullan with a smile. “Recognizable, but not predictable,” Gullan added.
By lightening colors, “A” remains closest to the original concept, yet adjusted to meet borough residents’ concerns.
Option “B,” retains the capital “C” but has a series of three blue waves in the middle. In this design, Gullan said that there was concern over the “C” looking like a “G.” For those who expressed concern over not having a strong, beach theme, “B” was designed to accommodate resident’s opinion.
In the third option, a single, abstract blue wave crosses the center of the capital “C.” With the logo “It’s better in the Crest” emblazoned beneath, the final option was designed to give a simple, “sophisticated” message.
Gullan explained the vision of “sophistication,” not as a socio-economic reference but rather as something “a bit more enduring, less subject to trends.”
When the floor was opened for comment, opinions varied. One resident thought that “‘ B’ was closer to the sea. I can relate to it.”
Another resident said, “I think it’s an age thing.”
Commissioner Joyce Gould had already voiced favor for option “B” or “C.” The resident went on to ask if “you (Finch Brands) are trying to identify an area or raise a question in peoples’ minds?” Gullan replied, “There are a variety of scenarios.”
Tourists who visit annually and live in the region have a “frame of reference,” as opposed to those who do not. By using both “Wildwood Crest” and “The Crest,” Gullan believes that a “flexible system” can be created and “capture the essence of the Crest.”
Residents in favor of the third option said “the simple, the better.” “I would go with ‘C,’ ” said one resident.”It’s classier, it’s cleaner.” It was pointed out to the commissioners that a similar wave pattern, as found in option “B,” is already in use of a regional sewer or water facility, according to one resident who believed he saw it on a water tower.
Groon concurred with those in favor of the final option. “From my perspective, the third one is the best one that I see. It stands out with the wave. ‘B’ gets busy. I am not voting for the mustache.”
Gould asked if the wave in option three could have “more of a curl?”
According to Scott Richards, associate creative director, experiments in the wave design were carried out, but the curl made the image “more adolescent.”
Cabrera voiced support for option “C” as well. “It has to be simple,” Cabrera reminded everyone.
A consensus for option “C” was given by the board. At the next regularly scheduled meeting, the logo brand will be put on the agenda as a resolution.
To contact Rachel Rogish, email rrogish@cmcherald.com.
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