In the interest of clarity and legibility, the proposed new design for South Dundas municipal signs will have a more streamlined appearance.
Gone from the signs area the pictorial displays, the township logo, and any other extra information that at speeds of 100 km/h are little more than just a blur to the 1,000 motorists an hour who pass by the signs on the 401.
Even left off the sign was the municipal website information.
“It’s 2013,” said Tom Graham of TD Graham and Associates, the consultant hired to complete the sign design.
He explained that while it was once trendy for municipalities to boast about their websites, everywhere, including on their signs, now people understand that all you need to find a website is a name.
“What we need is for people to remember the name South Dundas,” he said.
With that, the focus of the process was also to implement the Upper Canada Region name, which is being shared by South Dundas and South Stormont.
“That’s where all of our marketing is being shifted,” said South Dundas economic development officer Nicole Sullivan.
The new sign design is a key piece of promoting South Dundas and the Upper Canada Region.
South Dundas council was presented the new design at the March 5 council meeting.
The names Iroquois and Morrisburg will be replaced on the 401 signs with the name South Dundas.
South Dundas councillor Evonne Delegarde questioned that change.
Graham indicated that the Iroquois and Morrisburg names are already clearly marked along the 401 on the MTO signs and that those will always say Iroquois and Morrisburg. “Those signs will never say South Dundas.”
Informal discussions at the meeting even brought up the possibility of moving the location of the Morrisburg South Dundas sign to the Upper Canada Road exit.
“We are promoting the whole area,” said Sullivan.
Of the picture of the boat on the existing signs Delegarde said, “I think that boat said a lot.”
Graham suggested that it might mean something to those who live here, and already have a knowledge of the area, but it means very little to those driving by at speed.
“This work represents a shift in thinking for the sake of promoting the township,” said Graham.
“This is a big change from the decorative signs we have now, with the boats and the apples,” said South Dundas councillor Jim Graham.
Tom Graham mentioned that roadside signs are the wrong place to tell a long story. “At speed, simpler is better. What you need to do with your signs is claim your identity.”
This simple sign design is meant to be uniform across the region and across the township, including town and hamlet signs, park signs and facility signs.
Those signs will carry the name of the location along with the South Dundas name and the Upper Canada Region name.
The pictorial of the McIntosh apple will no longer be included on those signs.