Mark Taylor
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Representatives from Candid Marketing and Communications have spent the last several weeks interviewing Edgerton residents and business owners to gather input for a new logo and tag line for the city.
On Jan. 20, it was the city council’s turn to provide insight.
Candid Marketing President Becky Freetly-Graber and Vice President Sara Freetly-Grubb spent about an hour with the council during a work session asking questions in an effort to get to know the community better.
Among the questions were, “If Edgerton were a color, what color would it be?” and “If Edgerton were a person, what kind of person would it be?”
Council members also were asked to describe the qualities that make residents want to live there.
The city council awarded a $39,000 contract last month to Candid Marketing and Communications to develop a new branding and marketing image for the city.
“What we told you we would do is roll up our sleeves and get to know the community,” Freetly-Graber told the council. “And I think we have reached that goal. It’s been a really fun project for us.”
The Candid representatives said they plan to present some logo and branding examples to the council on March 15.
The branding project consists of three phases of work: research and discovery, brand positioning and creative concepts, and implementation and integration.
The research and discovery phase includes gathering public input.
During the brand positioning and creative concepts phase, the company will use that input to develop three to five logos and present them to the council and public for review.
The implementation and integration phase includes a marketing and communications plan to unveil the new logo and tag line to the public.
City Administrator Beth Linn said a professional logo strategy will position the city for economic and residential growth.
“Currently, Edgerton does not have a strong, cohesive identity to attract businesses or residents to locate here,” Linn told the council last fall.  “The purpose of marketing and branding initiative is to capitalize on the city of Edgerton’s assets and unique attributes and leverage those to positively impact all aspects of the local economy.”
Residents can participate in the process by visiting www.brandedgerton.com.
Candid Marketing and Communications was one of 22 companies that responded to a Request For Proposals for creating the logo and tag line.
The company is based in Lee’s Summit, and has previously done work for the Southwest Johnson County EDC, the city of Independence Tourism, the city of Lee’s Summit, Raytown Parks and Recreation and the Wyandotte County EDC.