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The recognizable outline of Chisago County is gone as an official logo for county departments and vehicles.  A cheery script with a sunshine graphic, calling to mind the visual for a Days Inn motel, is taking its place (see example lower left).    

The County Board voted 4-1 while meeting May 1, to embrace a new branding theme and logo, developed over the last several months, using American Recovery Program Act funding and a grant from the Central MN Initiative Fund.  

The process was intensive and in depth, Board Chair Marlys Dunne assured everybody.  Dunne sat on the branding committee with Commissioner Jim Swenson and representatives from affected county departments.  The group was led through basics of branding theory and how to develop an identity.  They were educated by consultants Olive & Co. in color selection, font types, the feeling the lettering can evoke, backgrounds, and complementary artwork. The county’s special projects and initiative coordinator Katie Malchow said she brought the firm on-board because they know the county, and were  prepared to hit the ground running. 

When Commissioner Ben Montzka expressed dislike for the logo as presented,  he stated this is not “our best day.”  He would have preferred to have seen the recommendation ahead of this evening agenda item, and wanted to be able to suggest and discuss options or improvements. 

Chair Dunne responded that “...the process needs to move forward.”  She said the committee was given the explicit direction to find a final brand package and logo and this is it.  She added, “the process needs to be trusted” Her point she added, is if Montzka had experienced what the committee working on the logo had, Montzka would embrace the product.

Commissioner Swenson, who also sat in on the logo development, added that having this brand (identity) will “save money.”  He explained various county departments currently operate with different graphics on their vehicles and letterhead, etc.  Agreement on this new logo will streamline this budget, he maintained. 

County Administrator Chase Burnham noted the sheriff, however,  is exempt from implementation of the new logo/graphics. 

The new and improved Chisago County brand package now goes to department heads and an implementation plan needs to be finalized, describing criteria that will be considered for priority incorporation of the graphics,  and where color or black-and-white use is best applied. The complete switchover will take time.

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