WAUPUN — The Waupun City Council decided to purchase decals covering up the municipal logo on the new wayfinding signs placed earlier this month at the Meeting of the Common Council on Monday, August 8th. This comes as a reversal of the results of the July 12th Common Council meeting where they decided without motion to put up the signs without alteration.
The Council Chambers were packed with standing room only. 18 residents of Waupun addressed the Common Council regarding the wayfinding signs, giving their thoughts on the End of the Trail as well as the overall matter of municipal branding. Most residents expressed support for replacing the municipal logo with a silhouette of the End of the Trail statue and many suggested compromises or asked for clarification on the matter of discussion.
One of the speakers was Waupun resident Linda Nickel, who asked what the municipal logo was supposed to represent. City Administrator Kathy Schlieve, one of the spearheads for the 2017 municipal rebranding initiative, said it was an abstract representation of the “strength Waupun has in natural and human resources.” Nickel argued that such an abstract logo does not represent Waupun, pointing out that if what it means has to be explained it doesn’t represent anything.
Mark Homan echoed Linda Nickel’s statements. “Branding should be simple, logos should be simple,” Homan said. “When it comes down to branding, people know the End of the Trail is Waupun.”
After all members of the public had their chance to speak, Mayor Bishop asked the Common Council to move the matter of the wayfinding signs from the end of the meeting to the beginning, which was motioned by Alderman Matoushek and unanimously accepted by the Council.
Alderman Kazmarski asked City Attorney VandeZande what sort of litigation could be introduced against the City of Waupun if the sculptures are used as branding. City Attorney VandeZande explained that the most likely case that could be brought against Waupun would be an intellectual property suit, but noted that it would not have any ground to stand on due to the decision of sculptor James Earl Fraser, the End of the Trail is not a copyrighted work and can be reproduced for any purpose including city branding.
Alderman Siebers began by thanking the citizens of his district for engaging respectfully. Siebers decided to oppose the use of End of the Trail in city branding, saying that the 2017 rebranding initiative did what it intended to do. He pointed out that there was a lot of research done that went into the economic development initiative and did not want to change anything without a new comprehensive plan. “I’m not concerned about the wayfaring signs, I’m concerned about doing things properly,” Siebers said.
After all matters were discussed by the City Council, a motion was brought to vote by Alderman Matoushek to purchase decals of the statues for the wayfinding signs, seconded by Alderwoman Vanderkin. The motion passed 4-2, Kazmarski and Siebers dissent. The decision was met by a round of applause from the audience.
The City will have decals designed with each of the major statues in Waupun to be placed on corresponding wayfinding signs around town. These statues will likely include the End of the Trail, the Dawn of Day, the Pioneers, and the Recording Angel. When Mayor Bishop first announced the plan, he said he would cover the costs with his own funds and with donations from members of the community.
