Mayor Michael O’Connor will hold a press briefing at 9 a.m. Monday in the City Hall boardroom to address concerns over a recent city branding program.
Details of what will be announced were not available Friday.
One element of the program that has been the subject of debate in recent weeks is a new logo said to represent the city of Frederick. Residents and officials alike have been outspoken about their distaste for the design of it, and the future of the emblem will be addressed Monday morning, according to Alderman Roger Wilson.
“I do not want to see that logo representing Frederick,” Wilson said Friday afternoon. “That logo doesn’t capture the essence of what we are and who we are in Frederick.
“I’m not in favor of this logo,” he continued, “and we’ll see what decision the mayor has made on Monday.”
Alderwoman Donna Kuzemchak said Friday that while she was unaware of Monday’s briefing, she does feel that there are misconceptions about the branding program, most notably the idea that the $45,000 used to pay North Star for the branding effort, was actually $45,000 used to pay for only the logo.
“I didn’t like the logo from the minute I saw it,” she said. “But that doesn’t mean I don’t like the branding efforts, which I think are worthwhile. The $45,000 was for the entire process, and it could be helpful for us in the end. I would love to see the logo go away, yes, but I don’t think the branding efforts are inconsequential.”
The logo up for debate currently features a lowercase “f” and four colors, green, yellow, blue and red, which are said to pay tribute to the city’s history and character. It was presented to the city in early May by North Star, which is based in both Jacksonville, Florida, and Nashville, Tennessee, and has since sparked a sea of disapproval from residents.
“My main question regarding the logo is, why?” city resident Ellen Byrne, a freelance illustrator, told The News-Post last week. “I just don’t understand why it was needed; nothing about it says ‘Frederick’ other than the text beneath the logo. The whole look and feel is just Southwestern, in my head.”
Yet, even with the backlash, Kuzemchak remained optimistic that the branding effort as a whole could ultimately be a net positive for the city of Frederick in the long run.
“I don’t think there was any harm meant, and I think the mayor was doing what he thought was best,” she said. “The way to own a mistake is to fix it, so let’s not lose sight of the good things that could come from all this.”