Is Highland having an identity crisis? City adopts fourth logo
Highland city leaders approved a new city logo, but that's not the news. This is the fourth logo, as a symbol of the community, in 7 years.
The first logo for the city of Highland was in the form of a municipal seal and, as well as being detailed, also had a wide variety of shading in black and white and several colors when color print was used.
The most recent city logo for Highland before changing to the current logo was a simple styled design in blue, green, gold and black.
Highland has a new municipal logo … again.
In what appears to be an identity crisis, the city has had four new logos in seven years.
“We did not change the overall dynamics of the logo. We liked that idea of the mountains showing American Fork Canyon,” said Erin Wells, assistant to the city administrator.
While the consensus was positive and the logo was officially approved for citywide use, Highland council members teased staff about the newest logo lasting longer than the city’s typical history with logos.
The next step is to create a style guide for the logo’s use. The deadline for the guide has not been determined.
“We’re hoping Dec. 1, for the Dec. 1 council meeting,” Wells said.
The ad hoc Web and Social Media Committee was organized several months ago, and its members recommended a new logo as part of an entire re-branding process.
Committee member Brian Parrish, who professionally specializes in design, volunteered to create a new logo and style guide at no cost to the city.
“One of the cool things about this committee is that it is all done by volunteer professionals who specialize in this area,” Wells said.
The logo process took 2-3 months, and Parrish didn’t design just one logo but variations, providing many different designs with the social media committee and staff.
“Updating and modernizing the current logo is something that will be a better branding tool for us,” Wells said.
Made of tones of blue and featuring fewer elements than previous editions, logo No. 4. should be ready to go in little more than a week.
Once the use guide is approved by elected officials, Highland will begin using the logo.
Fiscally, there will be no impact to the city’s coffers from the new logo. According to Wells, rather than do a drastic and expensive overhaul of every city item that uses the municipal logo, the change will be gradual on an “as needs” basis.
As items are replaced because of wear or because of being outdated, the new logo will be used instead of the former Highland logo.
