(Beaver Dam) The Beaver Dam Common Council Monday night approved a rebranding for the city. A new website is expected to go live Tuesday that features a new city logo and tagline: “Beaver Dam, Life Here Is Good,” with the word “Here” having the appearance of being scribbled in. The logo itself is circular. The bottom half is blue waves in three shades while the top half is two circular shades of orange representing a sun. Between the waves and sun is a kayaker holding a paddle.
The rebranding project was undertaken by Botham Ink of Mount Horeb. President Sarah Botham says the purpose of the rebranding is meant to position Beaver Dam in the Wisconsin and Midwest as a growing and welcoming community. She says the brand will become a integral part of the city’s effort to attract new residents and inspire business owners and commercial and residential developers to see opportunity in Beaver Dam.
The branding was not run through committee, the bill has already been payed, city officials were only presented with one option and the logo was kept under tight wraps until it was unveiled Monday night. All points that were brought up by the four alderpersons who voted against the branding. Alderman Ken Anderson called the logo (quote) “a joke” saying it would be more appropriate for a campground or recreational company.
Alderman Dave Hanson says he likes the logo because it is time for a change. City Finance Director John Somers says the now former logo, the first the city ever had, was designed by municipal workers two decades ago when the city was launching a website. Alderperson Chris Olson called the logo vibrant and inviting.
Alderman Jon Abfall voted in favor saying that the logo “grows on you” but was disappointed that the mural festival was not acknowledged.