Cleveland Heights chose a bad, new slogan for itself — "We Choose This" — and unveiled it last week. Less than three days later, the city announced it was scrapping the slogan after almost universal backlash from residents.
You can read more about the formation of the slogan and the accompanying surveys and documents that led Align2Market to its creation in our coverage from last week, which was coincidentally published an hour or so before an email went out from Cleveland Heights HQ letting everyone know they heard the complaints and wisely were moving in another direction.
So yeah, they chose a bad slogan, but at least they admitted it. That's... something.
Complete email below:
Brand Process Continues with Community Input
Thank you to all of the Cleveland Heights residents who took the time to take the brand logo survey and to share your comments and suggestions. From the very beginning of this effort, the City and the Brand Steering Committee sought community input, analyzed it and incorporated residents' feedback every step of the way. The more than 1,000 responses we received for the initial community survey to describe Cleveland Heights were used to develop a strong brand story, which has been enthusiastically received. If you haven't taken the time to read it yet, please do so as it is an outcome of your words and sentiments. We plan to use much of this in future advertisements and when we talk about the City to visitors.
Seeking your opinions on new creative concepts is also part of the process. And, we heard clearly that people have an affinity towards our current logo. We also heard your thoughts about the proposed tagline and we took that to heart and have eliminated it as an option. We do expect to further address a tagline for the City in the future.
At this point, we are determining next steps and will again reach out to you for your input. One of the many things that makes our community great is the passion our residents feel for it. We appreciate all of your comments and hope you will remain engaged in this important process.
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