What is SmartGrowth?

The brand SmartGrowth is a brand developed in the US during the 1990s. It arose after concern about loss of quality of life and prosperity, as a result of rapid urban growth and urban sprawl.

In particular there were concerns about:

• Traffic congestion
• Loss of open space, farmland, habitat
• Infrastructure costs
• Inner city decline

The word SmartGrowth recognises an inter-relationship between community, environmental, and economic problems and the need to find well co-ordinated solutions to address them. In this context, SmartGrowth is a "cross-sectoral" concept. It implies partnership and collaboration between government, business and the community.

SmartGrowth is positive, easily understandable, appealing and memorable. It is a concept that can be owned by the community not just local government.

The SmartGrowth brand has been adopted for this project as it represents an internationally proven approach that provides direct and sustainable solutions to growth related issues.

"Building blocks to a better future"

The three-block logo and strapline "Building blocks to a better future" are designed to distinguish the local use of the SmartGrowth branding from national and international initiatives.

The logo and strapline represent:

• Building relationships between key organisations and the community
• Being part of a much bigger picture, nationally and internationally
• Part of a learning process - promoting awareness and understanding of core issues
• Phased development of the strategy
• A simple, but robust approach
• Land, water, and air - the three primary resources
• Social, economic and environmental - the "triple bottom lines"
• The core concept of "live, work and play"