Riverside said so long to its familiar, 1980s-era green water tower logo and hello to a new village emblem on July 21 when the village board voted unanimously to adopt a new logo.
The logo chosen by village trustees was also the one favored by a majority of the members of the Riverside Economic Development Commission. Chosen from a group of three finalists (there were 15 logos initially presented to the commission) the winner is circular and emphasizes Riverside’s new designation as an arboretum.
The word “Riverside” bisects the circle, with the tail of the “R” serving as a tree branch. Leaves swirl inside the circle, which is outlined by a blue line referencing the Des Plaines River and topped by an illustration of the crown of the historic water tower.
Trustees didn’t need a lot of convincing to settle on the circular logo.
“I absolutely agree with your decision,” said Trustee Ellen Hamilton. “It at the same times evokes the historic character of Riverside, but it’s a nice, clean-looking logo that evokes an idea that Riverside is not stuck in the past, that we are a modern village that has a rich historical legacy.”
Trustee Patricia Collins also said that the preferred option presented a more modern feel. While she liked the more vertical logo option, which emphasized the water tower, it was perhaps too similar to the existing logo.
“[The circular logo] gives us a more modern look, and the idea that we are keeping our past but we are also are changing,” Collins said.
There were some concerns that the water tower on the preferred logo would be difficult to reproduce on a smaller scale, but a representative from the consulting firm, Point B Communications, that developed the logo, said that wouldn’t be a problem.
“We are confident that our logo can be reproduced in a variety of sizes and a variety of different reproduction methods,” said Rob Grusin, president of Point B Communications, during the village board’s discussion of logo options on July 7.
The Economic Development Commission has been working with Point B Communications for the past six months on the first phase of a marketing plan for the village. A major component of phase one was an updated logo for the village to be used on everything from letterhead stationery to a new village website to souvenir T-shirts, employee polo shirts and village vehicles.
The logo establishes a palate of colors as well, predominantly green and blue, which will be used for marketing materials, the website and new wayfinding signage. The signage is part of the phase one work and adoption of the logo was necessary before that work could move ahead.
“This project is more than just about a logo,” Economic Development Commission member Kristine Herbst told trustees when the logos were first addressed by the village board on July 7. “It’s really about marketing our town as an attractive place for new residents, for new businesses, for visitors.”
Riverside budgeted $25,000 to have Point B Communications and the Economic Development Commission craft a positioning statement, logo, and wayfinding signage as phase one of a marketing plan.
Phase two, which would include creating a marketing strategy and implementation plan, likely will be included in the village’s 2017 budget. The cost for phase two is estimated at $20,000.
According to Riverside Village Manager Jessica Frances, the logo will be rolled out incrementally over the next few months, after Point B Communications provides the village with a style guide for its use.