City completes branding update

GREENFIELD — The city has announced the completion of its branding update, which has two goals: to formalize standards for the use of text and color to support compliance with Americans with Disabilities Act regulations that apply to digital content, and to unify branding across departments to help the public recognize municipal communications, build trust in the city and bolster the Greenfield brand to spur economic development.

“We are one organization, but the use of different logos and styles might lead folks to believe otherwise,” Mayor Ginny Desorgher said in a statement. “I hope that this update helps the public recognize municipal communications, builds trust in us and improves the community’s visual brand.”

In its February survey, Greenfield collected the community’s preferences for color palettes and font, as well as feedback on the city’s branding in general.

“People like the Poet’s Seat Tower icon,” Communications Director Jonathon Weber, who led the effort and developed the new branding and style guidelines, said in a statement. “Over 70% of the 200-plus respondents rated it a 4 or 5 out of 5. So, we took the new font and colors, and applied them to that existing identity to achieve an impactful, yet low-
cost branding update.”

    Community members will notice the new branding gradually rolling out across city communications, websites and documents. Branding updates on equipment and other assets will occur on a rolling basis during replacement to avoid incurring additional costs. The branding update was performed using existing staff resources.

    The new Branding and Style Guide can be viewed at tinyurl.com/GreenfieldBrandingFinished.

    Baystate Franklin nurses ratify contract

    GREENFIELD — Registered nurses at Baystate Franklin Medical Center, represented by the Massachusetts Nurses Association (MNA), voted unanimously on Oct. 14 to ratify a new contract, with 100% of votes cast in favor of the agreement.

    According to a statement from the MNA, the new contract strengthens staffing, protects health insurance affordability and improves compensation to support nurse recruitment, retention and safe patient care. The contract runs through Dec. 31, 2028.

    In the first year of the contract, nurses will get an average of a 6.2% raise, and 13% over the life of the agreement. Other features of the contract include:

    • Additional staffing in both the Emergency Department and the mental health unit.
    • Contractual protections addressing nurses’ concerns about health insurance affordability.
    • Compensation for surgical services nurses who are required to remain on-call for emergencies.
    • Language in the contract around the use of artificial intelligence.
    • A new $4.50 differential for per diems to encourage more hours to be picked up and fill staffing holes.
    • Protections for communicable disease and workplace injuries.