Upstart Cornwall
Cornwall’s New Slogan
A City With a World Of Possibilities
That’s it - our new slogan. It is replacing “Come. Play. Work. Live.” which was lauched only a few years ago. My first reaction to hearing the slogan was confusion. My reaction now that I have digested it a bit - is dissapointment.
I don’t like this slogan. Not one bit. And here’s why:
It’s too long:
A slogan is supposed to be memorable. Especially one developed by professionals. Why include the words “A City With” in a slogan? We do not have to be grammatically correct in a slogan. Cut it down to “A World of possibilities” and you have a better slogan. Would McDonald’s say “McDonald’s - A Restaurant, I’m Loving It”? No. Assuming the City wanted something to do with Opportunity and Possibilities … why not something like this:
Cornwall : Endless Opportunity
Cornwall : Opportunity Knocks!
Cornwall : A World Of Possibility
It doesn’t match the logo:
The logo is in a blue and green. The slogan - in a light grey. The design looks like was an after thought that was added on in a few seconds before a meeting. The font doesn’t match the logo and unless the logo is on a dark coloured background (Which would hide the logo) - the slogan will dissapear. It MUST be bold and stand out. If not by it’s text - then at least by its font and colour. The slogan should be in a better font to match the word “Cornwall” and in the same green as the nike swoosh. It should also be the same length.
It doesn’t match the “essence” of the logo:
We were told that the logo was supposed to have these qualities:
The city should be known for its credibility, confidence, generosity, trustworthiness, friendly nature, optimism and knowledge
I argued in my last post that the Logo missed that mark. However, the slogan does it even more. The pitch with the logo’s swoosh was “bridge” “green” etc - yet the slogan says “grey” “boring”. I just don’t get it.
In the end - I think the City got ripped off - again. I don’t understand why it was simpy accepted by Council. I think we the citizens can do better and maybe we should start a list of ideas that are better. Please post all of your slogan ideas here. Funny posts are welcome. In the end, I’m pretty sure none of our suggestions would be accepted. Let’s see what we can come up with.
This blog about positive things happening in Cornwall - and my last two posts have been somewhat critical. The logo and slogan are very important peices of a branding effort - and I truly hope this works for us. I just don’t see how that would be possible. I know we could have done better. Good luck to the people in Economic Development in using this. I beleive they should send the design firm back to the drawing board. Hopefully places like upstartcornwall and other start-ups will show people from out of town that Cornwall does have a world of possibilities. We just need a better slogan.
My Slogan ideas:
Cornwall : Friendly
Cornwall : Version 2.0
Cornwall : Endless Opportunity
11 Responses to “Cornwall’s New Slogan”
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October 10th, 2007 at 11:43 pm
Hey Eric - I agree that the current slogan would be more powerful if stated as “A World of Possibilities”. Adding “A City With” just seems redundant and diminishes the punch a slogan should have. We already know Cornwall is a city.
I decided to think up my own slogans, relying on the great slogans of some of the world’s most innovative companies re: Nike, Apple…etc. Let’s see what I can come up with
My Slogan Ideas:
Cornwall: Start Here
Cornwall: It’s Worth It
Cornwall: Welcome Home
I did a quick search online for “city slogans” and it just so happens many citizens of various other cities are not happy with their city’s slogan. There is however very good slogans that have literal defined their communities and thus have achieved the ultimate goal — when people hear the slogan they immediately associate the city with it and actually use it in conversation.
As an example — Las Vegas’ Slogan - “What Happens Here, Stays Here.” is a great example. The slogan really brings forth the whole “Sin City” … I can lose myself in Vegas and no one will know!
Baltimore recently spent $500,000 on their “Get In On It” slogan while Seatle spent $200,000 on its slogan –”Metronatural” which took 16 months to develop.
Is it worth it? Good question! It all depends. Is Las Vegas’ slogan worth it? I think so!
Is Cornwall’s slogan catchy, will people use it in conversation to describe our city? I doubt it. It definitely isn’t easy to come up with a winning slogan to re-brand a city. I guess the costs is worth it after all, especially if it is successful at influencing people, tourism, business.
October 11th, 2007 at 4:15 pm
Jason - Cornwall : Start here
Very original .. where ever did you come up with that one
Actually, ABC is using that slogan right now. I should have trademarked it a few years ago. A couple of companies use it nowanyway.
October 11th, 2007 at 5:43 pm
Eric,
I looked at the Windows start button… and voila - start here, came to me.
October 13th, 2007 at 10:45 pm
psst - I use that slogan for upstartcornwall!
October 14th, 2007 at 9:23 am
OMG… lol… I never even realized. I guess it was effective because it stuck with me subconsciously.
Here is another list of slogan for Cornwall (on the lighter side)
Cornwall: We Don’t Smell Like Burnt Broccoli Anymore!
Cornwall: You Missed the Turn-off to Montreal
Cornwall: Big Ben: Landfill and Recreation Area
Cornwall: My Neighbor’s A Drug Dealer
Cornwall: Mikey For Mayor. He Knows Everyone!
Cornwall: Our Women Swear A Lot, Be Forwarned!
Cornwall: Can I get you’se guyses anymore coffee?
October 18th, 2007 at 11:56 am
The new slogan makes the city sound like it has nothing good going on and that it needs help from an outside source.
About the only thing I see coming out of it is more cheap labour for Cornwall as that slogan is a bullseye for any business that gets the same impression as myself.
I wasn’t fond of the previous slogan either but this one is surely two steps backwards.
Good job Quimby.
October 18th, 2007 at 2:18 pm
Great job on the blog, Eric!
Keep it up.
October 18th, 2007 at 3:25 pm
How about…Cornwall “only a border away”. Anyway i like Jason’s lighter one’s. Especially “my neighbour is a drug dealer” LMAO.
October 19th, 2007 at 9:40 am
Being a marketing major - I always loved creating slogans.
I agree with everyone and I believe this slogan does not:
a) seperate Cornwall from other cities
b) give a credible impression of Cornwall
c) make the city and tourists feel good / have the desire to support Cornwall
d) sound catchy
A slogan is supposed to be hard to forget and to be honest - I already forget the complete slogan - what I do remember from the slogan is “world of possibilities”.
I think our new slogan is too long and I agree with Eric it should have been “A World of Possibilities”.
November 13th, 2007 at 11:41 am
I actually really like the new logo and slogan as well. As with anything there is a specific target market in business and I think this new “brand” will give the economic development people a valuable tool in doing there job and getting the business they believe they can attract to the City.
November 28th, 2007 at 8:55 pm
Could have been worse I guess …
Check out Scotland’s $250,000.00 slogan