Elgin Water Tower
July 3rd, 2008
Elgin Water Tower, Photo by James Jordan
Could this be the most handsome water tower in Illinois? What do you think?
The Elgin logo on the water tower is not used anymore, which is too bad, because I think it looks better than the current logo, which to me just looks like some generic cursive writing. I don’t know who designed the logo that’s pictured above–and which was used for a number of years as the city logo, but I think it’s an effective one. For many years I never thought about the logo. If anything, the large loop of the letter G evoked a money bag. It wasn’t until I was an adult, that I understood the genesis behind the motto “City to Watch”–also retired–and the money bag logo, which of course is actually meant to evoke an Elgin pocket watch.
I understand the need to freshen things up occasionally. Every major brand sort of gets a makeover every several decades or whatever and it’s often necessary. But I have to admit that I just don’t find the current logo or motto very effective. “It’s happening here?”
I can see how they evolved from “City to Watch” to “It’s happening here!” But is “It’s happening here” really better than “City to Watch?” The problem with “It’s happening here” is that it just doesn’t evoke anything. It’s not all that different from a motto that proclaims, for example, “Best city in the world!” It’s sort of an empty promise, in other words. What exactly is happening here? It is. Okay. Whatever that is. Use your imagination? Unfortunately, some people’s imaginations will tend towards the negative…
Sure, “City to Watch” doesn’t tell you what to watch for, but it’s still clearly linked to Watch City, and believe it or not, millions of Americans still know and love Elgin watches. Of course we can’t get stuck to the past and be known as the city where something used to happen, where watches were once made, but the old motto grabbed a hold of that old identity or position–already cemented in the minds of millions–and turned it around in a new and positive way, saying basically, look, we were the Watch City and now we’re the City to Watch. And that statement implies something. It implies that this is a growing, dynamic city that is moving into the future, unencumbered by dying industries of the past, yet proud of its heritage.
It was a clever motto and along with the logo, I think it worked very well.
I am a big fan of the water tower, and the old logo. Great photo find!
Posted July 3rd, 2008 at 11:00 amHmmm, your article brings up a good point. I sort of liked “It’s Happening Here” but you’re right…exactly what is happening. I think the new logo with the fancy cursive writing is in order to evoke an upscale identity, after all there are all those expensive fancy houses on the west side that need filling. I like the new logo and motto but I like the point you bring up.
Posted July 3rd, 2008 at 5:58 pmThat’s interesting. The current logo doesn’t give me any upscale vibes. There are a lot of cursive logos that do create that impression for me–the old Marshall Field’s comes to mind, but this one is just sort of a cartoonish script. Because of the broad strokes it does seem more dynamic, but it also looks messy to me. So I have to disagree with you here, Paula, because I don’t get any upscale vibes from it at all…
Posted July 4th, 2008 at 6:20 amOf course logos are simply the stylistic representation of a brand’s substance. Sometimes the logos change - particularly when a brand is in trouble - though often, as for example COCA COLA or the Budweiser label, they may retain their fundamental design for a century or more. When a brand is in deep trouble such as those of General Motors or Ford, all the logo-fiddling in the world won’t help. And Toyota’s success is hardly based upon the appeal of its logo. In the case of Elgin, the logo’s appearance probably won’t make any difference either so long as the brand promise remains “No Naperville.” Indeed, that phrase has long been the city’s de facto tagline expressing the gambling-subsidized low-wage, low-skill, high-crime subprime culture that infests Elgin under our local version of General Motors leadership. Just look at Elgin’s news over the past week - the closing of another downtown retaurant, another murder conviction, more shootings, and good old Jesse Padron - and ask yourself what logo adequately conveys that brand substance?
Posted July 4th, 2008 at 9:31 pm“Its happening here” Yes, it is. The only problem is you need to understand Spanish to figure out what’s happening here! aayy eeeey, aaayy, eeeyy
Posted July 12th, 2008 at 9:52 pmBoy, am I sick and tired of people bashing Elgin. I love this town. Yes, we have quite a diverse make-up, but did you know that over 70% of the population is Caucasian?
Posted July 16th, 2008 at 11:51 am