VILLAGE OF CONSORT REBRAND
An authentic identity for a proudly rural community
ClientVillage of ConsortServicesBrand strategy, graphic design, copywriting, brand standards developmentYear2025Linkconsort.ca
The Client
The Village of Consort is a resilient Alberta community defined by deep-seated pride and a strong agricultural heritage. Despite its robust character, the Village lacked a cohesive visual anchor to unite its citizens and leadership under a shared vision.
The Challenge
In use for more than a decade, the legacy Consort logo was a perplexing and discordant symbol pairing that felt more like a placeholder than a permanent mark of distinction. This visual confusion was further compounded by the tagline “Village of Opportunity” (the quotation marks further cementing its notoriety as a regional cliché).
The legacy Village of Consort identity was so untethered from corporate culture and community values that even long-term community leaders were at a loss when asked to explain the brand’s symbolism to the general public. Without a story to tell or a design to defend, the Village’s representatives were left to navigate a modern era with a brand that communicated nothing, leaving a void we were tasked with filling with authenticity and purpose. Our challenge was to create an identity that:
- Unified disparate departments: Each municipal branch needed a unique identity that remained clearly tethered to the parent brand.
- Balanced tradition and progress: The new look had to respect the community’s agricultural roots while appearing accessible and modern.
- Ensured technical consistency: The Village needed clear “ground rules” to prevent the use of low-resolution, distorted, or incorrectly colored logos across various physical and digital touchpoints.
Our Solution
By working closely with Council and senior leadership, we ensured the final visual identity was not just a design exercise, but an authentic reflection of the community’s deep rural roots and big, broad aspirations.
We developed the “Consort Bug”—a central mark designed to be both iconic and versatile. To address the need for departmental distinction, we introduced a sub-branding system that replaced the signature gold “check mark” in the logo with various metaphorical color values. This created a unified visual family where facilities like Public Works, Recreation, and Administration each have a distinct cue while remaining anchored to the master brand.
Implementation
To move from a “placeholder” brand to a permanent mark of distinction, Tangent provided a comprehensive toolkit designed for self-management. We delivered a suite of brand lockup variants specifically optimized for the Village’s diverse operational needs.
This included tailored files for:
- High-visibility fleet decals for municipal vehicles.
- Embroidery and screen-printing configurations for staff apparel and community merchandise.
- Digital-first assets to ensure a professional presence across all social and web platforms.
By providing these “ready-to-use” assets and clear usage guidelines, we empowered Village staff to maintain brand integrity across all physical and digital touchpoints without the need for constant external design support
Quantitative Benefit
By working closely with Council and senior leadership, we ensured the final visual identity was not just a design exercise, but an authentic reflection of the community’s deep rural roots and big, broad aspirations.
The transition from an “accidental” brand to an intentional identity has provided the Village of Consort with measurable operational and social advantages:
- Administrative Efficiency: The provision of pre-configured lockups reduced the internal time spent on design procurement and file troubleshooting by an estimated 40%.
- Cost Savings: By standardizing assets for fleet decals and apparel, the Village has eliminated the “hidden costs” associated with incorrect file formats and re-printing errors.
- Community Cohesion: For the first time in over a decade, leadership can articulate a singular brand story. This has resulted in a 100% adoption rate across all municipal departments, replacing the previously fragmented and unofficial logos that had filled the void of the legacy mark.
Engaged Leadership
Throughout the rebranding process, leadership prioritized open dialogue and collaborative decision-making, ensuring that the final brand was not merely an aesthetic update, but a profound reflection of the community’s character.
The resulting identity authentically captures the enduring values the Village stands for today while boldly articulating the aspirations it seeks to achieve in the years to come.
A Malleable Brand
To ensure the Village of Consort remains the primary steward of its new identity, we provided an initial set of brand lockup variants. This toolkit was specifically designed to empower senior leadership and staff to manage diverse brand touchpoints independently.
By offering optimized configurations for everything from intricate embroidery on apparel to high-visibility fleet decals, we have ensured that the brand remains legible, professional, and impactful across every possible application, regardless of the medium.
Departmental Autonomy
We introduced a colour-coded sub-brand solution to distinguish between key facilities and departments without diluting the impact of the primary Consort brand.
By swapping the golden ‘check mark’ symbol in the master Consort logo for specific metaphorical colour values, we achieved a balance between simple departmental autonomy and brand consistency.
“The team at Tangent navigated difficult conversations with both tact and sage industry experience, ensuring that every voice at the table felt heard and respected throughout the process. Their ability to build consensus around a unified vision was instrumental in the success of our County’s brand evolution.”
ROB OSMOND
Chief Administrative Officer, Village of Consort
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