On Monday, March 2, 2015, the Wilsonville City Council adopted a new branding strategy that includes a new logo, tagline and positioning statement for the City. The logo is topped by “Wilsonville” in a font that aims to keep a historic feel, while looking forward to the future. The new logo prominently features a symbol resembling a “W” which signifies both Wilsonville and also implies a valley surrounded by mountains and trees. The symbol uses shades of both light and dark green, giving a nod to the city’s prior logo representing the city’s agricultural roots and proximity to verdant valleys. The City’s new tagline, “Powered by Purpose,” replaces the prior tagline, “Serving the community with pride.” Anchoring the logo is a water droplet signifying the important role the Willamette River plays in both Wilsonville’s history, as a river-town and home to the Boones Ferry, and the City’s future.
A key element of the City’s new branding strategy is a positioning statement that is based on numerous interviews of stakeholders and community leaders. The statement attempts to capture Wilsonville’s history, as well as, express the City’s unique positioning and offerings. Here is the City’s new positioning statement:
To modern-day pioneers seeking a small town community with accessibility to big city benefits, Wilsonville is the purpose-driven city that provides a safe and thriving home to businesses, families, and residents alike.
In reflecting on the City’s new branding strategy, Mayor Tim Knapp states, “Several decades after first incorporation, Wilsonville is growing into a strong community prized by residents and business alike. The time has come for the City to refresh our image to better reflect the bright future and impressive potential our community has to offer, while acknowledging our agricultural roots and geographic advantages. Our new tagline, ‘Powered by Purpose,’ captures the thoughtful planning approach that has come to characterize our City and has brought Wilsonville to this favorable position. I look forward to seeing this fresh vision used to communicate the opportunities and values Wilsonville offers to citizens, business, industry, and to interested people throughout the region and beyond,” continued Mayor Knapp.
“Our new branding strategy and identity helps the City better communicate in a modern fashion Wilsonville’s unique attributes and opportunities. It will make us more effective as we market our community to residents, businesses and visitors,” states City Manager Bryan Cosgrove.
The City’s new branding and identity replaces the original logo, which was adopted in the ’70s, depicting a hand holding a seedling and a tagline of “Serving the community with pride,” as well as all other versions of the City’s logo that are currently in use. Over the past five months, members of the City leadership team have worked closely with a Portland-based branding and marketing firm, Manifesto, to conduct research, interview community leaders, draft a positioning statement, and develop the logo and tagline. Creation of a new branding identity for the City represents the completion of a City Council goal that was suggested during both the economic-development and tourism-development strategies formation.
Over the next year the City will gradually replace current versions of the logo in place throughout the community on City vehicles, signs, printed material and other places where prior versions of the logo and tagline are in use. The Wilsonville Public Library and the City Parks and Recreation Department are also gradually transitioning to the new logo, while South Metro Area Regional Transit (SMART) will retain their unique identity.