2018-06-07 / News

City marketing plan hinges on new motto

BY LANIA ROCHA
810-452-2652 • lrocha@mihomepaper.com


The preliminary design for the new city logo. The preliminary design for the new city logo. SWARTZ CREEK – The Swartz Creek City Council could choose a new motto for the city this month.

City Manager Adam Zettel is urging councilmembers to make a decision soon so the city, Downtown Development Authority and consultants can move forward with branding and economic development strategies.

“Time is of the essence,” said Zettel.

The tagline will represent the small town essence of Swartz Creek, and will be used along with the city’s new logo to promote business growth and quality of life initiatives.

The council and DDA have discussed several possible mottos, including “Come Home” and a variation on the old tagline, “Where Town and Country Meet,” which is similar to Mundy Township’s motto, “Where Town and Country Shake Hands.”

The DDA has worked for nearly two years with consultants to develop a brand strategy, but progress has been bogged down with indecision over the two pivotal elements: the logo and motto.

In December, the DDA finally settled on a detailed logo, which the council council rejected.

In March, both the DDA and City Council approved a simpler logo.

The image features the words “Swartz Creek” divided by the letters “SC,” an arch and a white swoosh representing the creek against a field of azure.

Consultants currently are finalizing the legal rights to the image and working on formats and guidelines for use (for businesses and civic groups who wish to incorporate the logo into their letterhead, flyers and other documents), in anticipation of developing a marketing strategy.

Without a motto to go with the logo, however, “it’s tough to express who we are,” said Zettel.

The DDA is expected to begin discussions on a marketing plan when they meet at 6 p.m. June 14 at city hall.

The City Council will return to the council table with ideas for a motto June 11.

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