Initial Input on Ames Logo Negative

The arrow within Ames' proposed new logo, an abstract letter A, isn't immediately apparent to some.

Comments left on the Facebook page suggest that a shoot of grass, a sail boat, crab claws or maybe a pair of scissors is its first impression.

The City of Ames released the logo to the public last week wanting to gather resident input. So far the majority of opinions sent to Susan Gwiasda, City of Ames Public Relations Officer, have been negative. She's received 100 responses or so via email and the city's Facebook page.

Some people really love it, but in general the response is people are not too fond of the new design, she said.

But the logo maker need not take it to heart.

People who think something's fine don't usually respond, Gwiasda said.

Ames residents have until Friday to provide their thoughts on what could become Ames new logo. Gwiasda will present responses to the Ames City Council at its regular meeting Tuesday.

A consultant recommended in June that the city adopt a new logo to match its vision statement and that the logo be shared with other groups that promote Ames. Ames Chamber of Commerce, Ames Convention and Visitor's Bureau and the happened to be designing a shared logo during the city's visioning process, which began in January. The organizations put the redesign on hold while the community came up with its new vision statement which follows below.

“Ames is a community committed to fostering creativity and innovation at the forefront of the world’s important issues that the Midwest is uniquely positioned to address including agriculture, veterinary medicine, technology, sustainability, development, diversity, education, and health care.” From the vision, the City Council adopted the new tagline, “Ames, Iowa is the Heartland’s Leading Edge” or “Heartland’s Leading Edge.”

The economic development agencies asked the designer to incorporate “Heartland's Leading Edge” into their logo. The logo pictured to the right of this story is the result.

The City of Ames hasn't spent a single cent on the design. The Ames Chamber of Commerce, Convention and Visitor's Bureau and the Ames Economic Development committed $30,000 for the project, an amount that has not been fully spent, said Julie Weeks Ames Convention & Visitors Bureau director, because the process isn't complete.

Christie Harper, the consultant who worked on Ames' visioning plan said the logo gave off a smart and confident vibe but wasn't particularly creative since it was based on the initial A and said designing a new logo would cost $50,000 to $75,000, Gwiasda said.

Dan Culhane, Ames Chamber of Commerce President and C.E.O., said he likes the logo and said it would be a disservice to start over.

“It's bold, it's fresh. … I'm anxious to move forward with it,” Culhane said.

Some have suggested that the logo be Iowa State red but Culhane said he isn't particularly concerned about the color.

“The power in a unified logo is that it sends a message to the external audience that there is a high level of cooperation within the Ames community,” he said.

Weeks said the important thing is that all groups move forward on the logo together and that most residents are at least comfortable with the change.

The fact that all groups will use the same logo is what will give the mark meaning, she said.