Essex Junction council unanimously approves new city brand after year‑long committee process

The City of Essex Junction council unanimously approved a final city brand identity on Feb. 11 after a presentation by Ashley of the rebranding committee. The committee selected a primary logo, adjusted colors based on community feedback and developed sub‑branding plans to serve departments that will retain their own identities (for example, fire department and library). Ashley said the consulting firm Place Creative Company led the design work and the committee narrowed seven options to the chosen design after surveys and public engagement.

Ashley described the process and timetable: five rounds of revision, testing for one‑ and two‑color uses, and work on horizontal and sub‑brand variations. She asked council for approval to move forward to a formal style guide and signage work. “We are proud of what we are bringing forward to you guys, and we're asking for your bridal approval,” Ashley said. Council members praised the committee’s work and professional designers on the panel; a motion to approve the final brand identity carried unanimously. Staff will now finish a style guide and begin signage, templates and other rollout items.