“Perfect” or “pathetic”? Burlington keeps it simple with new brand replacing ‘Chocolate City’ | Local News

BURLINGTON — Early reviews are mixed as the city officially moves away from its “Chocolate City USA” identity in favor of a new sloganless logo.

The Burlington City Council has adopted a not-so-new moniker that will replace “Chocolate City USA” on signs, vehicles and other places where the city hangs its shingles.

The new brand is a leaf-shaped tricolor image that represents nature, rivers and houses. Instead of a tagline, it simply reads “Burlington, Wisconsin” or, in some alternate presentations, “City of Burlington, Wisconsin.”

After years of discussion and months of study, the city council voted on August 16 to adopt the new identity and move away from the long-held image of “Chocolate City USA.”

In announcing the change, city officials said the new logo represents Burlington’s best attributes of health, growth, nature, hope, peace, unity and deep roots shared by many. many citizens.

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“Burlington is a small city where people can dream big and live their best life,” the city said.

Local officials have been wrestling for years over whether Burlington needs to break away from its ‘Chocolate City USA’ image Burlington adopted the chocolate slogan in 1987, based on the presence of candy maker Nestle’s large manufacturing plant in the 637 S. Pine St. A The summer festival called ChocolateFest has become the community’s largest annual event.

But as the Nestlé factory changed and chocolate became less prevalent in the city, officials began talking about revamping Burlington’s image. Last year, the summer festival was renamed Burlington Jamboree.

The city hired GrahamSpencer Brand + Content Solutions and asked the consultants to come up with rebranding ideas. The company, of Rockford, Ill., said Burlington should stop trying to be a tourist attraction and focus on promoting itself as a place to live and raise a family.

An ad hoc group came up with the idea for “City of Trails,” but it fell apart when officials decided that Burlington’s trail system wasn’t so unique. GrahamSpencer then came up with “Small Wonder, Big Dreams”, which drew negative comments from the audience.

A board member suggested building an identity around the already famous Burlington Liars Club.

Ultimately, however, officials decided to adopt the leaf-shaped logo with no slogans or slogans other than the name of the community.

When the city made it official with a Facebook post, the reaction from the general public was not very positive.

One person, Bridget Hinchliffe, posted a word of support for the new identity.

“I think it’s perfect,” Hinchliffe wrote. “A lot of thought, time and energy went into this. There were a lot of opportunities to be part of this process.

Others, however, criticized the new brand.

“Such a clunky and inelegant logo,” Maia Canadian wrote.

“What a joke”, wrote Gary Tuchel.

Others questioned the amount of money invested in the rebranding effort.

“Can you imagine spending taxpayers’ money on this instead of fixing the roads with potholes?” writes Nick Spallone.

And Aaron Melby, who previously unsuccessfully ran for the Burlington Area School Board, said, “This is a pathetic attempt to pass off clip art as a custom logo. There is literally nothing about the logo that is unique to Burlington.

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