Efforts are underway to create a new marketing strategy for the village of Glenview—and a familiar 108-year-old bear could be at the center of the campaign.

Glenview elected officials in September heard from representatives of All Together Studio, a community branding firm hired by the village in June to develop a marketing plan for the village.

The $94,850 contract between the village and All Together Studio calls for the firm to create and implement a “new brand identity” focusing on what makes Glenview unique—with a goal of “attracting new businesses and sustainable economic growth,” according to the village.

The end result, according to All Together Studio, will be a “detailed roadmap for the village to implement its brand through communications, signage and marketing campaigns.” This will include a new logo, specific colors and typography across all village materials and signage, and unique messaging.

An idea floated by All Together Studio Project Manager Rachael Aziz and business partner Marisa Schultz identifies the Jackman Park bear, his concrete body perched atop the plaza’s fountain, lanterns carried in his mouth, as a potential centerpiece of new village branding.

“A lot of people think it’s a very unique thing,” Aziz told the Village Board. “It’s beloved by many and local businesses have embraced ‘Jack the Bear,’ demonstrating its commercial appeal and community connection.”

When asked to identify a symbol of Glenview, more than half of residents in a survey and community conversations mentioned the bear, Aziz said.

Largely known as “the Jackman Bear” or simply “the bear,” the mascot already holds a prominent place in the village’s branding. It is featured on Glenview’s official flag and is incorporated into the current village seal and logo.

“Our recommendation through this process is to help build on the story [of the bear],” Aziz said.

The bear fountain in Jackman Park, built in 1917, is a village landmark.

This will include developing the animal’s personality in branding and building on his “journey as Glenview’s steady guardian,” she said.

“The bear’s original meaning of generosity and community care really continues to reflect who Glenview is,” Aziz said.

According to historic information shared by the village, the bear and fountain were gifted to the village by Edwin Stanton Jackman, a wealthy philanthropist. The fountain was dedicated on Sept. 15, 1917, and the community celebration of that day led to an annual event called Fountain Day, which then became known as Glenview Days.

The fountain was located at the southeast corner of Glenview Road and Pine Street until 1946 when it was moved to Jackman Park. In 1963 it was refurbished and moved a second time to 1930 Prairie Street, the site of the former Village Hall, before being recast in 1999 and moved to the new plaza at Jackman Park in time for Glenview’s Centennial celebration.

“Exactly why Jackman gave Glenview the fountain and what it symbolizes—particularly the bear—remain a matter of conjecture,” the village’s history on the bear states.

The next steps for All Together Studio will be to present some branding options to the Village Board in December, Aziz said. Building a marketing strategy will follow.

Following All Together Studio’s presentation in September, Trustee Adam Sidoti cautioned how the bear is portrayed in branding.

“I would encourage us not to be too cartoonish with it because I think the sophistication needs to be there,” he said.

Trustee Gina DeBoni asked that any new designs complement recently installed gateway signs in the village.

Aziz said this has been addressed with village staff.

“Anything we are designing should feel part of the same family,” she said.

All Together Studio has completed design services for the city of Park Ridge, the village of Antioch, downtown Evanston and downtown Lemont.

https://www.chicagotribune.com/2025/10/07/glenview-branding-campaign-jackman-bear/