Halifax branding issue goes to staff for more research

Municipal staff will look at the issue of Halifax branding on signs, but not specifically about removing it in Dartmouth and other communities.

The motion to have a staff report made on the issue passed 14-0 on Tuesday, but not without an amendment and some debate.

Dartmouth Centre Coun. Gloria McCluskey had first put the original motion forward at a Harbour East – Marine Drive Community Council meeting on Feb. 4. She wanted the Halifax logo to be removed from all Dartmouth signage, flag poles and buildings.

The logo, introduced in April 2014, was part of the city’s rebranding strategy to promote Halifax. The contract and promotion of the new brand cost the city approximately $309,000.

McCluskey said that using only the word Halifax, instead of the blanket term Halifax Regional Municipality, is detrimental to Dartmouth’s identity.

“We are hurting in Dartmouth. We are not being nasty to Halifax or any other community,” she said. “We just want our identity back.”

David Hendsbee, councillor for Preston–Chezzetcook–Eastern Shore, expressed doubts about supporting the original motion.

“I’m not prepared to start ripping down the 200-plus signs I have already now across the Eastern Shore to satisfy the removal of a logo,” he said.

Others were confused by the motion itself.

“I actually don’t support (the motion) as it’s written,” Jennifer Watts, Halifax Peninsula North councillor, said of the original motion.

“I do support all the things the report might come back with in terms of clarifying once and for all so the public record is clear.”

This prompted Mayor Mike Savage to suggest they ask for a report about the application of the Halifax logo on signage, rather than specifically focusing on removal. McCluskey agreed to the amendment.

It is not known when the staff report will be finished.