Seal Preservation and Management: an important part of destination branding

Can a municipal seal and logo co-exist?

By Kevin Hinson, Chandlerthinks Creative Director/Brand Strategist/Design Lead

In most communities, a city or county seal is a widely used symbol that was created years ago to remember the community’s heritage and origins. Over the years, what was likely created for a flag and signage, has evolved into being used as a logo in social media communications and also community promotion. As municipal administration seeks to modernize its communications in order to attract new business, resident and visitors, the idea of a new logo is often part of the effort. Can we really replace our seal with a logo? Would this mean we are turning our backs on our heritage? Not surprisingly, this notion has created much conflict and division among local residents and leadership on the role of a seal and whether or not it should be replaced with a new logo. But alas the truth is, they can co-exist if we allow them to be used for the reason they were originally created.

First let’s address the role of a municipal seal. A seal is important and has a role in preserving heritage and giving prominence. It should be maintained for giving recognition to people and events. Examples of this would be a proclamation making it an honored day for a long-time serving but retiring Chief of Police. It also could be used in recognizing a special local holiday such as “(INSERT CITY NAME) Parks and Trails Day”.

A city/county seal can serve important purposes:

1. Symbol of Authority and Identity: The county seal represents the official authority and identity of the community. It is a symbol of its history, values, and governance.
2. Historical Continuity: County seals often embody historical elements that reflect the heritage and traditions of the community. By incorporating the seal into relevant communication efforts, the community reinforces its historical continuity, showcasing a connection between past, present, and future.
3. Trust and Credibility: The county seal is typically associated with trust and credibility, as it represents official government recognition.
4. Sense of Pride and Ownership: Involving the county seal can conjure nostalgia and remind residents of a community’s roots and can instill a sense of pride.

So let’s talk about why a logo is different and a necessary piece of municipal communications.

For starters, most municipal seals were created a LONG TIME ago. They often reflect symbols representing or literally of: wheat, livestock, bibles, scales, transportation, and sillouettes of people shaking hands. It is always nice to remember where we came from, but these types of images combined into a seal most likely does not reflect our community today. It certainly doesn’t make us look desirable or attractive to businesses or families seeking a place with modern amenities and opportunities.

Logos for today’s competitive community require simplicity and resist trying to tell a community’s entire story in a single graphic. They need to be relevant for what the community can deliver. They need to likely show energy, but be versatile enough to create uniformity when applied to all departments and programs. A very tactical but highly important role of a logo in today’s marketplace is its ability to be used in smaller digital communications such as social media handles and graphics. Most seals were created prior to digital communications and often are difficult to recognize when used in a smaller media.

Yes, a municipal seal and logo can co-exist. Everyone can put down their pitchforks and and go back to loving their neighbors. Community harmony is back.

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