NASHUA — A preliminary draft of what could become the city’s new logo and tagline was inadvertently disclosed to school officials this week, causing concern among some aldermen.
According to Thomas Galligani, economic development director for Nashua, a work-in-progress version of the city’s new logo and tagline — a significant part of Nashua’s rebranding initiative — was prematurely unveiled during a Board of Education work session on Monday.
“We didn’t want to see it out in public yet,” Galligani told members of the aldermanic Planning and Economic Development Committee on Tuesday, acknowledging the error.
A consultant working with school officials to develop a new school district website had previously spoken with the city’s consultant for its branding efforts, at which time the preliminary logo and tagline was shared.
The collaborative exchange, according to Brian McCarthy, president of the Board of Aldermen, unfortunately could end up hurting the branding campaign.
The logo and tagline have not yet been trademarked, and could give competitors an unfair edge or advantage now that it was exposed during a public meeting, said McCarthy.
It is important to note that the design that was presented to the Board of Education on Monday may not be the final logo and tagline, said Galligani, He said it must first be approved by the advisory group formed to help with the branding campaign.
“I am a little frustrated that this is out there but we can’t see it,” said Alderman-at-Large Barbara Pressly, questioning the harm in viewing the various options for the city’s new logo.
“It may or may not be what we choose to use,” said Galligani, adding it is not how project organizers wanted to unveil the new logo and tagline.
Officials hope to launch the new branding material and implement the branding campaign in September, according to Galligani.
Pressly asked whether there was any truth to rumors about the city crest being changed as part of the branding efforts.
Galligani said that is an false rumor, adding the consultants have no authority to change the city seal.
The city crest, which has been around for about 175 years, has not been used in any capacity as part of the branding campaign, he said, adding consultants are working to create something entirely new, not change what already exists.
“The goal is to shine a bright light on Nashua — a positive light on Nashua,” said Galligani.
Last year, the city hired North Star Destination Strategies of Tennessee and MESH Interactive Agency of Nashua to spearhead the city’s new branding campaign and help create a tagline and logo to market Nashua.
The project is a joint effort by the city and the Greater Nashua Chamber of Commerce. It is costing more than $100,000, with each of the two entities sharing the cost.
Also recently hired was New Sky Productions of Nashua, which has signed a contract with the city to create two promotional videos as part of the branding initiative.
The branding campaign is designed to create a clear, strong brand identity that represents various sectors of the community to promote businesses, residents and visitors to the city, while also highlighting Nashua’s strengths and attractions.