Mayor Madden's Weekly Message
Several months ago, at a Council Meeting at the Senior/Recreation Center, I announced a Borough-wide contest to create a new seal for the Borough and a slogan that would reflect the history, personality and charm of our town. I did this because one of the major consequences of this raging pandemic that we have been dealing with for such a long period of time is the depression, isolation and uncertainty of every aspect of our lives and I believe that creating a slogan and logo for Middlesex Borough provides an educational, fun, family-oriented activity. Thinking about crafting a new logo and slogan for our town can be a wonderful distraction. The selection and design of a seal and slogan will promote imagination and creativity at a time most needed.
Even prior to the Corona Virus, Middlesex Borough has been moving into a new era that deserves complimentary visioning statements and graphics. That vision includes replacing blighted areas with modern, revenue-generating, commercial facilities, enhanced Borough parks and other features. Such a transformation will reflect a well- deserved branding. This branding should evoke feelings and emotions of uniqueness. One purpose of the brand is to instill a sense of a timeless connection to reflect the culture of Middlesex Borough. This vision will result in a “Hallmark“ community – at least that’s how I see our wonderful hometown.
Slogan, Seal, Logo
Since I proposed this contest, there has been some controversy over replacing our current seal which appears on everything in the town from municipal vehicles to uniforms. First of all, our seal is an official “mark” that authenticates documents and property in a government. What we are looking for is more like a new logo -- a marketing tool to brand a product, place or thing. The purpose of a new logo is a symbolic representation, a concept of what one feels about our town’s uniqueness that would send an immediate message to a visitor or potential new resident about what our town’s sense of place is. Secondly, the contest rules which you can find here specifically state that a new seal MAY be used – NOT WILL.
The design should be simple, original and timeless. For this new vision of our town, ask yourself what symbol will universally identify the distinctiveness of our “Hallmark“ town. Each point of the logo should be clear, concise, easily identified and recognized as distinct to Middlesex Borough. Successful logos will visually communicate the unique identity of the town.
Evoking our sense of “place”
Middlesex Borough has never had slogan. Think about the emotion that a slogan like “Virginia is for Lovers” immediately evokes, or “I love New York.” Remember “New Jersey and you, Perfect Together”? One of the current, very successful slogans is “Pure Michigan.” What does our town say to you that you think visitors should know? Our little Borough has amazing restaurants, history and lovely parks. It has strong neighborhoods, fierce sports teams, and strong traditions. Put your thinking caps on and send us your ideas that send an immediate sense of place to someone new who reads it for the first time.
This little slogan and logo contest can be a wonderful way for a family to connect thru researching some of the history of the Borough together, or to wander one of our parks for inspiration, or to talk about the local traditions you love so much. Let your imagination soar and put those creative juices to work. This will open up a new exciting world of imagination. I promise that this will be very rewarding. Your ideas can be limitless, provide endless sources of inspiration and marketing ideas for the Borough and will be better than any marketing firm could ever provide because you live and love our home already.
Happy Holidays and Be Safe
Mayor John L. Madden