Those in South Frontenac and those that frequent the area will begin to notice some changes taking place as the Township rolls out its new branding.
The brand update celebrates South Frontenac’s “natural environment and sense of community,” the Township said in a press release launching the new brand on Friday, Aug. 20, 2021. The rebranding was initiated by the Township in the fall of 2019 as part of South Frontenac’s 2019-2022 Strategic Plan. It was developed by the Kingston-based firm 1dea Design + Media Inc., along with the guidance of South Frontenac Council, a municipal Committee, and the input of the community, the Township said, and “the modernized brand for South Frontenac represents the progress and future of the community, while paying tribute to its roots and the natural environment.”
“A brand is more than just a logo, it is an idea or a feeling about something that develops over time,” said Mayor Ron Vandewal. “Our previous logo, developed after amalgamation, has treated us well the past 21 years, but Council agreed that it was time to consider the Township’s branding beyond just a logo.”
The Township said the new branding is designed to illustrate “community’s shared beliefs about who we are, how we’re different and why we’re special, and to reflect its active, vibrant and progressive nature,” and noted that the branding process has “not only resulted in new visual elements but also in the development of a narrative, including a brand story, promise and other tools and information that will guide how South Frontenac will communicate and promote itself moving forward.” The official name of the municipality will remain South Frontenac Township, however, “the updated brand emphasizes the name ‘South Frontenac,’ while dropping the regular reference to it being a ‘Township.’”
According to the Township, community survey results helped identify six brand attributes that represent key traits of South Frontenac: Natural, Convenient, Friendly, Resilient, Peaceful, and Progressive. From these, the Township Committee developed narratives “as a way to bring the brand to life.
“South Frontenac is more than a place; it’s a breath of fresh air, it’s where you can enjoy a more well-rounded and relaxed life. It’s an opportunity to live rural, surrounded by scenic lakes, trails and wide open spaces while still being part of a thriving and bustling community. It’s small towns with big opportunities, original offerings from artisans and business owners, and easy access to all the amenities you desire. South Frontenac is the rural living you crave without compromising on convenience or a sense of community,” the Brand Positioning Statement of the South Frontenac Brand Manual states.
As such, the new logo and visual elements were designed to reflect South Frontenac’s three distinct landscapes, as well as its people, “represented by a community comprised of smaller communities.” The four elements – Canadian Shield, Lakes and Waterways, Rural Land and Soil, and Community – “represent what South Frontenac was built upon, a shared sense of resiliency and adventure, and what this community will continue to value and protect.”
“I am grateful to all those involved, especially our volunteer Committee and the nearly 400 residents that took the time to provide feedback last fall through a public survey – your input formed the basis for this updated branding, and a brand is only as good as it is a true representation of a community,” Vandewal expressed in a statement.
“Our community ‘identity’ has developed over generations. With this branding exercise, we have tried to put that identity into words and visuals. We can now use these new tools to reinforce who we are and what makes this place special to current and future residents and visitors.”
The Township advised that, over the next few months, the public will begin to see the new brand applied across digital mediums, signage, vehicle decals, and other applications. According to South Frontenac Council documents, the total cost for implementing the branding is estimated between $5,000 and $10,000, “most of which is contained within department operating budgets and does not represent a new cost. The most significant costs will be the purchase of new vehicle decals and the replacement of some Road/facility signage (sign portions only).”
For more information on the new branding, including the South Frontenac Brand Manual, click here.