The branding efforts for the City of Bainbridge Island by the firm Arnett Muldrow have no particular insight as to what it means, or feels like, to live on the island, and could just as well be used for cookies, coffee, a bakery, yogurt, or any number of other applications. Change the words and there is nothing but a generic attempt at identity. Amongst other things, the branding effort by Arnett Muldrow are missing a delight in nature, whimsical artistry, local artisanship, and a nod to the indigenous peoples that inhabited the island for thousands of years.

A good brand is an emotional understanding of what encompasses the totality of an experience and whose customers or fans become evangelists, not just loyal followers.

The city made a terrible mistake in not inviting the many national award winning design firms, artists and individuals of the Pacific Northwest to compete for the branding concept initiative.

My vote at this point is to toss the current design effort ending the city’s relationship with Arnett Muldrow and reboot with a focus on local input and creativity with an attempt to create an open, transparent, and inclusive process. Let’s involve the local designers, artists, and children of the island.