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Council backs rebranding committee recommendation to advance Concept A with refinements
Summary
After reviewing seven identity options, the council supported the rebranding committee’s top pick (Concept A), an abstract 5‑Corners mark; members asked designers to test capitalization, color palettes and centering of the circular mark before returning with refined art.
The council reviewed seven identity options from Place Creative and the city’s rebranding committee and agreed Nov. 12 to move forward with Concept A — an abstract mark that references the city’s five‑corners intersection — while requesting several refinements prior to final approval.
Ashley, a committee representative, summarized the goals of the branding work — warm, welcoming, connection‑focused visuals that nod to both history and forward movement — and said the committee favored Concept A because it balances heritage typographic cues with a contemporary, abstract mark that can read as a five‑corners motif or an attractive geometric device for signage and swag. Several council members expressed preferences for typographic changes, including capitalizing “Essex,” adjusting relative scale so “Junction” is not visually subordinate, and testing more vibrant and monochrome color palettes for different uses.
Councilor Elaine said she liked Concept A but preferred an initial‑cap or all‑caps treatment rather than a lowercase “Essex.” Others suggested centering the circular mark and testing the design at different aspect ratios for lapel pins, signage and digital use. The council directed staff and the committee to work with the designer on the iterations and return with updated samples; they did not select a final tagline and left that to a subsequent refinement round.
