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Superior Council adopts new city image

Superior is looking to step up its image and the City Council on Tuesday adopted a new logo and catch phrase to capture that image. "Living up to our name" ties to the honest way of life that's lived in Superior and represents a value that people...

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Superior is looking to step up its image and the City Council on Tuesday adopted a new logo and catch phrase to capture that image.

"Living up to our name" ties to the honest way of life that's lived in Superior and represents a value that people share about the community, according to the rationale for the slogan, Mayor Dave Ross said.

"As every product that's ever sold -- including the image of cities -- there has to be some symbol that identifies that community," Ross said.

The city launched the effort by bringing together a select group of residents, business leaders, nonprofit leaders and organizations such as the school district, university and business associations that work with the city to shape Superior's future to help identify the new identity. Working with Westmoreland Flint, the group met to respond to a variety of questions crafted to develop a picture of the community, said Mary Morgan, Parks and Recreation administrator.

The city's slogan was developed based on that discussion, she said.

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"It's a promise that we make to ourselves, to each other, to our customers, both internal and external," Morgan said. The image, which represents a gull flying near a sail, was developed to support the slogan, she said

The change won't happen overnight. The new logo and slogan will be phased in as budgets allow and replacement necessitates, Ross said.

Councilor Nick Milroy questioned the mayor about the cost before the meeting.

Ross said there are no plans to do anything that would put the city in financial jeopardy and anticipates the change will come slowly.

The city plans to unveil the new logo and slogan to the public at 10 a.m. today in the Health and Wellness Center at the University of Wisconsin-Superior.

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