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For its new revitalization project, the Aylmer Association of Professionals, Industrials, and Merchants (APICA) is looking to create new branding for Old Aylmer’s visual identity. Hoping to establish a strong sense of unity and pride and reinforce Old Aylmer’s image across the region, the visual identity project’s purpose is to design the neighbourhood’s new official logo and implement graphic norms for its use in future revitalization events and activities in the area.

Looking for one or multiple graphic designers or communications-marketing firms to do the job, it particularly demands creating the logo and visual identity, as well as a graphic chart indicating norms and characteristics of different graphic elements to allow APICA to use for communications and marketing purposes. The project’s selection jury – featuring APICA board members and Aylmer district councillor Audrey Bureau – will evaluate submissions based on best overall creativity and originality, respect of Old Aylmer’s character, and quality and cost. Project submissions must include a curriculum vitae (CV), a portfolio, and a timeline featuring the project’s budgetary details.

The project’s eligibility criteria say the selected artist must be a graphic artist from the Outaouais, or a communications-marketing firm whose majority of members live in or originate from the region, and that the artist can complete the project’s mandate within its expected deadline of April 25. During the week of April 26, the selection jury plans to hold a meeting to evaluate the candidates. 

On April 30, the jury will confirm its selection. On the week of May 3, the selection jury will meet with a citizen committee, yet to be formed. The process will also include a public consultation for residents. The project is be carried out between May 3 and June 14. On June 15, the new logo and visual identity, and the graphic chart should be ready to be made public. The project is to be spearheaded by an implementation team operating within APICA and the city’s Service de l’urbanisme et du développement durable (SUDD).

The citizen committee will be responsible for guiding the implementation team throughout the process. APICA’s Director General Nathalie Rodrigue told the Aylmer Bulletin that the project is all about better defining what Old Aylmer represents, by highlighting its character with an emblem everyone can recognize. Highlighted by rue Principale, Old Aylmer is the heart and soul of the sector and is characterized by its architecture, heritage and small businesses, Rodrigue said. Receiving various designations over the years, including Carré patrimonial, Destination rue Principale, and eventually Old Aylmer, in more recent years, Rodrigue said it felt like an opportune time to officialise the name - which has become synonymous with thriving small businesses, heritage, and tourism.

Once the project is completed, APICA intends to use the new branding to create merchandise, including banners and pennants that will be displayed on streetlights, and public art linked with the branding along rue Principale. “We really want it to be seen when visitors come,” Rodrigue said. “We want to create a beautiful sense of identity with all this and for people to say right away, ‘Now I’m in Old Aylmer, and it’s obvious.’” For more information about the project, people are invited to call APICA at (819) 685-1823 or to send an e-mail to nathalie@apica.ca or evenements@apica.ca. The tendering deadline is April 25 at 11:59 pm.