The logo’s gold represents strength, while platinum reflects flexibility. (CONTRIBUTED)

MADISON – Madison Fire and Rescue Department has a new logo.

The new image is a shield, “denoting protection, incorporated with a flame that represents the continued recognition of the honored and valued culture of the fire service,” Capt. Russ Kennington said. Kennington also works as community outreach officer.

The logo’s gold “represents value, power and strength — similar to traditions of the fire service.” Conversely, platinum “is a catalyst and easily malleable and doesn’t tarnish, reflecting the progressive attitude, reputation and flexibility that the fire service must carry into the future,” Kennington said.

The department intends for the logo to symbolize a dynamic and focused organization that remembers its roots, he said.

For its new logo, the fire department decided to deviate from traditional or formal symbols. The department submitted design criteria to 99designs.com. Using those requirements, graphic designers from around the world submitted their ideas.

“The department took the submitted designs and narrowed choices to five,” Kennington said. Fire Chief Ralph Cobb then encouraged residents on Facebook to comment on their favorite design.

“Perhaps best illustrating how the world is changing, our winning designer, Emilian Constantine, is from Bucharest,” Kennington said.

The fire service describes itself with an old saying: “Two hundred years of tradition unimpeded by progress.” “Today’s world is forcing the fire service to change. In the 1970s, fire departments across the country started to take on emergency medical response. Most fire departments began to change their names to ‘Fire/Rescue’ to reflect this added responsibility,” Kennington said.

Madison Fire & Rescue also adapted with “paramedics that now offer unsurpassed advanced life-support care with the highest cardiac arrest resuscitation rates in Madison County,” he said.

“When you see (fire) trucks pulling up in front of your house, know that you’re getting the best of the past along with the cutting edge of the future,” Kennington said. “Sometimes change is good.”