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Greendale board adopts 'Emerald Reserve' as Southridge area brand; Rinka to develop logo and signage
Summary
After a presentation by Rinka, Greendale trustees voted unanimously to proceed with the 'Emerald Reserve' name for the Southridge area branding; Rinka will produce a logo, style guide and signage package and the mall name will be 'Southridge Mall at Emerald Reserve.'
Trustees in the Village of Greendale on March 31 voted to adopt 'Emerald Reserve' as the branding name for the Southridge area and directed the project's consultant, Rinka, to proceed with logo and signage development.
Sarah Sloinsky of Rinka presented two naming concepts tied to a brand narrative that emphasizes Greendale’s garden history and the comprehensive plan’s goal of creating an "emerald necklace" of greenways, parks and trails linking the Southridge site to village open space. Rinka presented 'Emerald Yard' as a more approachable, playful concept and 'Emerald Reserve' as a more preserved, elevated option.
Multiple trustees told the consultant they preferred 'Emerald Reserve' during discussion. A trustee moved to proceed with Emerald Reserve for the Southridge (76 Street corridor) branding; the motion was seconded and passed by roll call. Trustees noted that the decision brands the area and corridor, not a wholesale renaming of existing private businesses: the mall will be referred to as 'Southridge Mall at Emerald Reserve.'
Rinka will take the chosen name to its design council to develop a full logo, a brand style guide (color palette, patterns, typefaces and other brand assets) and a signage-design package for the development. The board clarified that design work will follow and that final graphics and sign plans will return to the board or appear in subsequent administrative approvals as required.
Public commenters during the meeting questioned the process and suggested alternative names; one resident urged a community vote and another suggested 'Emerald Yard' would better reference the site's railroad-yard history. Trustees said the naming followed months of engagement with a steering committee and public input.
Next steps: Rinka will advance the logo and brand elements and village staff will coordinate any required approvals; the comprehensive plan amendment and related rezoning for Southridge were referred to the plan commission for separate review and recommendation.
