June 16, 2009

SEDCOR has introduced a new logo which will be integrated into all of our stationary, marketing and other materials by our move in September to the new Chemeketa Center for Business & Industry building.

DESIGNING THE NEW SEDCOR CORPORATE LOGO  

The Process

When PAZ Design Group was commissioned to design the new SEDCOR logo, we agreed that there was a fair amount of equity in the logo that had been used for more than 15 years. It was easily recognized throughout the regional business community.

However, SEDCOR is often recruiting businesses from outside the Oregon, including international corporations, so it was vital to provide a description of what SEDCOR is and what it does, both in words and a graphic representation

Our goal was to design a new logo that did not confuse an audience already familiar with SEDCOR, and also better communicate SEDCOR’s purpose. 

SEDCOR sent an online survey to their members. Members were asked to describe their impressions of the current logo, as well as what they thought the new logo image should convey.

• 74 members responded; of those, 10% saw the logo as familiar, recognizable and were comfortable with it
• But 44% said they were unsure what the old logo represented, and they said the logo did not effectively describe what SEDCOR does.

What message should the new logo convey? Members responded with key words such as:

• Strength, unity, "green" awareness, vitality, energy, confidence, synergy, partnering, cooperation, community.
• Respondents also used phrases such as "community partnerships; working together to make the community a better place to live, work" and "signify the great relationship you create between business, community, education".

The New Logo

PAZ Design Group provided more that 20 logo concepts and variations. After a series of evaluations and refinements, the new logo incorporated much of what the SEDCOR staff and membership desired.

The new logo emphasizes SEDCOR’s primary purpose, which is bringing business and industry together, linking them into the community through its workforce; through land and buildings; utilities and infrastructure; transportation; land use planning; and tax credits.

The linking shapes reinforce this idea that SEDCOR is an advocate for both business and the communities of Polk and Marion counties

The clean blue and green colors reflect Pacific Northwest’s emphasis on environmental stewardship.

A new tagline included with the logo: “Linking industry with our communities,” which reinforces the new corporate symbol.

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