Last Tuesday I attended the launch of Connecting Green Alliance’s new brand name, The Intertwine. Metro President David Bragdon introduced the new brand at the Keen world headquarters to a crowd of perhaps 75 people, including U.S. Senator Jeff Merkley. The Intertwine “is our connected network of parks, trails, and natural areas in the Portland, Oregon and Vancouver, Washington metropolitan region.”
I was there to observe the launch and the new brand from the branding perspective (I view brands as experiences; everything you see, feel, hear, touch, smell, think about a company, product, or service, comprises brand).
The good:
- The launch presentation: It focused on people and how they fit in The Intertwine. Each slide depicted a contributor to The Intertwine’s creation – government and Metro officials, nonprofit representatives – on the backdrop of their favorite natural area and with a sign stating what they like to do there. It presented a great overview of what comprises The Intertwine, what agencies contributed and support it, and what all you can do – perfect for the audience of internal stakeholders. And at a great venue.
- Brand name: I like the absence of the word green or similar from the new name. The meaning of “intertwine” fits with what the name represents, reaching for the higher, meta level.
- Logo: Sockeye Creative did an adequate and clean, if not the most original, job. (Has everything in design been already done?)
- Collateral: I applaud the minimalism, at least at the launch – brochure, buttons, two handouts, and poster signs.
The rest:
- Two launches: The event targeted people who were involved in creating the network. The Intertwine will be launched for the public in the fall, on National Parking Day, inexplicably after the main outdoors season.
- Brand name: Turning verbs into nouns (or vice-versa) is always tricky, as it creates another hurdle for a new brand name. I’m not sure The Intertwine pulls it off, but perhaps it’s just a matter of getting used to it (which begs the question whether the brand name is right, if I have to get used to it). My idiosyncratic association when I hear “twine” is a hockey net.
- Logo: While the mark elements suggest the area’s four counties fit together into a coherent piece, I fail to see a network. The mark also suggests a right-left rotation, which grinds against the left-right flow of text. Finally, the nitpicky me says the subdued earthy tones in the logo render inconsistently on different media.
- Website: The complete, interactive version is due for the public launch on September 18, 2009. Now I’m three months without maps, themed itineraries, and resources.
With that said, whatever they’re called or whether I like it, I have and will continue to enjoy the natural areas, parks, and trails the Portland, Oregon metropolitan area has to offer. I invite you to do the same: this summer, visit Portland!
In the meantime, whether you’re from the Portland area or not, please share your thoughts about The Intertwine in comments.
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Other event documentation:
- Recap on BikePortland.org. Check out the comments, too, proof that even in the People’s Republic of Portland, people have mixed feelings about their government. Also note the new brand name has trouble resonating, though the commenters are hardly a representative sample.
- Photos by Scott Mizee aka npGREENWAY
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