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Borden-Carleton shows its heart with updated branding

Borden-Carleton Chief Administrative Officer Wendy McIsaac, seated, Coun. Laurel Palmer-Thompson and Mayor Charles MacKenzie check out the town's social media accounts, monitoring the impact of the new town brand. Alison Jenkins/Journal Pioneer
Borden-Carleton Chief Administrative Officer Wendy McIsaac, seated, Coun. Laurel Palmer-Thompson and Mayor Charles MacKenzie check out the town's social media accounts, monitoring the impact of the new town brand. - Alison Jenkins
BORDEN-CARLETON, P.E.I. —

The residents of Borden-Carleton are putting their collective heart into their community.

Literally.

The town released its new branding graphics on Feb. 14, it was fitting officials chose Valentine's Day since the town's new slogan is “The Coastal Heart of P.E.I.”

In 2016, a public meeting birthed the new vision for the seaside community, which is mostly known for being the first stop on P.E.I. after the Confederation Bridge. But the residents knew the town was more than just a bridge.

At the 2016 meeting, resident Connie Deorksen suggested that Borden-Carleton is the heart of the Island and soon after, town staff member Dennis Bernard made the heart that adorns the lighthouse in the Marine Rail Park near the base of the Confederation Bridge.

“We had so many people come to see this heart on the lighthouse, and it grew on everyone here,” said town councillor Laurel Palmer-Thompson. “We’re known for the heart, so we started to build our brand around it.”

Borden-Carleton's new branding. - Submitted
Borden-Carleton's new branding. - Submitted

When Wendy McIsaac signed on as the town’s new chief administrative officer (CAO), she suggested highlighting Borden-Carleton’s various coastlines.

“I don’t think people realize how many coastal landscapes there actually are in Borden-Carleton,” said McIsaac. “There’s everything. There’s wetlands, beaches, working harbours, red cliffs, we've got it all.”

Palmer-Thompson and Borden-Carleton Mayor Charles MacKenzie have seen the project through from that first community meeting to the development of an award-winning master plan for the town.

The new branding is part of that process. Designed by Craig MacLeod of Graphcom, the image, - a lighthouse with a red heart stands tall next to the arches of the Confederation bridge, white on a blue background - and motto will be featured on signage around the streets and parks as well as on the town’s website, social media and letterhead.

“It combines three of the unique and iconic elements of Borden-Carleton,” said McIsaac.

The depiction of the lighthouse, the heart, and the bridge in the background have an expansive feel, said Palmer-Thompson.

"There’s no other community on the Island that has those three components. It gives a welcoming atmosphere for the people visiting and a sense of place and identity for the people that live here.”

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