Cheltenham Township, an older suburb bordering on Philadelphia, spent $25,000 on new branding.\u00a0<\/p>\n
While some residents are pleased with the results, others cried foul, taking to Facebook to vent their ire.\u00a0<\/p>\n
\u201cLooks like the Cracker Barrel logo\/rebranding debacle,\u201d Lisa Dalton-Hinchcliff posted.<\/p>\n
\u201cI haven\u2019t been this excited since \u2018New Coke\u2019 back in the day,\u201d quipped Mark Rosser.\u00a0<\/p>\n
At the Board of Commissioners\u2019 October 2025 Public Affairs Committee meeting, one resident noted that the new logo would have been \u201ca great opportunity for resident engagement,\u201d noting that it could be coupled with a new \u201cserious\u201d economic plan for the township.<\/p>\n
Commissioner Irv Brockington asked whether they had requested that their residents \u201cget involved with this at all.\u201d<\/p>\n
Public Affairs Officer Lauren Walter said they didn\u2019t ask the public to weigh in because it would have added to the expense. But they had used information from the township\u2019s 2022 comprehensive resident survey and additional research, she said.<\/p>\n
On Facebook, residents asked how the company that designed the logo, LEAP Group (matter),<\/a> was chosen. Walter told Broad + Liberty that the township sent out a request for proposals last year after first trying a local firm.\u00a0<\/p>\n Cheltenham budgeted $30,000 for the new brand, so the project came in under budget, Walter noted.\u00a0<\/p>\n \u201cThe township is not immediately buying anything that\u2019s not already slated for purchase or replacement with the new brand.\u00a0It will appear on signage and vehicles as they are purchased or replaced. The township letterhead is not a supply of paper, but a digital file that can be changed without any cost this year.<\/p>\n \u201cThe goal of the project was not a \u2018rebrand\u2019, but to establish a unified brand where none existed,\u201d said Walter.\u00a0 Previously, our departments were operating under a number of different logos and images that didn\u2019t relate to each other and didn\u2019t create a unified look to identify Cheltenham.\u00a0 With the\u00a0Township\u2019s celebrations for historic America 250 year<\/a>, we felt it was pressing to accomplish this goal for implementation in 2026.\u00a0 The township\u2019s original seal is still part of its identity.\u201d<\/p>\n