Wellesley WillLogo Design Contest

This will be a new brand for the Town of Wellesley, MA.

Elevator Pitch for Wellesley Will Brand
Wellesley’s rich history provides a strong foundation on which to find bold and collaborative solutions to climate change and other contemporary challenges. Through Wellesley Will, we WILL build a more sustainable future.

Wellesley is a unique community filled with highly engaged residents who are banding together to fight climate change and improve their sustainability. As a result, the town is launching “Wellesley Will,” a brand that will unite the town's sustainability initiatives. The hope is to create a consistent look and feel across initiatives.

The logo should speak to a highly educated, civically engaged audience.

Wellesley is a community where people have always worked together to solve problems. Addressing climate change is no different.

We have the power to choose a future where we protect our natural and cultural heritage, support a thriving business community, cultivate a welcoming and inclusive vibe, and embrace innovative opportunities. We won’t stand down in the face of climate impacts like flooding, more intense storms and heat waves. We’ll stand up together to make the future we choose a reality.

Wellesley is a town that has a healthy respect for its history even as we pursue bold 21st century solutions.

We do not want the current brown color that we have
Green #3E853Fand blue (from the unified plan logo) as the primary colors

We also like a grey (from the unified plan logo) - maybe charcoal grey

Secondary color options:
yellow #DDB712
red: #E63942

For the Town Seal colors the Pantone colors are as follows:
Green: PMS 356
Gold: PMS 116
Red: PMS 185

The Town has rebranded its collective efforts into Wellesley Will. The idea is that each municipal department will add their on tagline off of that and pull from the town wide logo. For example, the police department may have a logo that says: Wellesley Will: Be a Safe and Welcoming Community for All.

For this logo tournament, we are seeking to develop a logo for the Wellesley Will brand knowing it will then be customized (adding a tagline and maybe zooming in on a design element of the Wellesley Will logo) for each department/program that wants it.

The Town has both a seal and a logo. Both are attached to this brief. The seal is the round one and we do like it. We would like to pull the green and gold colors from there. The logo is something we would like to move away from - particularly the brown color- but we do really like the arrow at the top of the sign in the logo, which we feel is an interesting way to depict that we are leveraging our rich history to build a more sustainable future.

The Town recently completed a Unified Plan. Through that process, a new logo was developed, but it was not developed with enough stakeholder input and we are not that thrilled with it. We do however, like the blue color that was used and we encourage designers to use that blue. We do not have the specific hex code information, but please just get as close as possible. We also like the charcoal grey that was incorporated with that logo.

Finally, the Wellesley School Department has created a different logo for itself. We are providing that here, only because we like the spokes of the compass and the idea that each municipal department could have its own spoke. Again, we want to emphasize that we are looking for a logo to represent this new brand for the Town, but want to be able to have each department and/or program be able to use it and customize it (to some extent) for themselves- while still aligning and clearly being part of the whole.