Editor:

Last week’s Sechelt logo defence (“Logo contest is appalling,” letters, July 20) made by David Coates, a partner of Vancouver’s Ion Branding + Design, was remarkable given his claim that “it represents the region well, it is designed to attract tourism, families and new businesses to the District ... is well considered and comprehensive.”

Yet it is difficult to see how the logo’s spaghetti-weave sun and the three words “Sechelt Naturally Spirited” convey anything truly informative about our unique district. 

According to Coates, Ion Branding + Design ran a consultative process with community stakeholders to develop a brand that would reflect the community and its citizens. Subsequent to this, and skipping some important marketing imperatives, the logo was accepted by the previous council. Fortunately, our new mayor and council have acknowledged the logo’s shortcomings and the need to replace it with one that says something positive about Sechelt. 

As to Mr. Coates rant that it is simply a waste of money, the real waste is in paying for and utilizing a logo that falls short of any meaningful show and tell. 

Dale Macdonald, Sechelt