The HWFC Logo
Where is it? What is it? Who decides?
“Logo” — a symbol or other small design adopted by an organization to identify itself and its products. Sounds simple, doesn’t it? Your Board of Directors thought so last year when we launched a contest, open to all, to design a new logo for HWFC. We received entries, posted them so interested parties could vote for their favorite, and announced a winner who was awarded the promised cash prize. So, what happened?
At our last Board meeting, we considered the process that was used and realized that maybe we didn’t get what we expected when we started. Participation was very low, under 100 votes cast, and we didn’t know who voted or how many times someone voted, or how many voters were members, shareholders or other shoppers. In short, we didn’t know if the winning logo was a winner for HWFC members or shareholders. Nor did we know if our staff could work with it successfully to promote the image that we wish to project as a cooperative entity, or use it to market ourselves or our products in the Capital District.
Since our logo represents the organization, its members and shareholders, the Board believes that it should have the preferences of the members, the shareholders and the staff before it makes a decision itself, or refers it to the membership according to our Bylaws.
Last month, a mailing was made to all shareholders, members and staff of HWFC with a return-mail postcard picturing all the logos that we have used over the years, plus the logo that won the recent contest — and a place to vote for “none of the above.” The results will be tabulated for the three groups and the results will be considered by the Board, hopefully by the April or May meeting. If you received a card and haven’t returned it yet, please do so ASAP so your opinion may be counted.The Board hopes that we are able to identify a logo that HWFC can proudly display, one that represents our members, shareholders and the store. We will keep you posted through the Scoop and the website about results of the survey and decisions that are made.