The irony of Carbondale’s rebranding is that $98,000 earmarked to build “community” wasn’t invested locally and could have been created at a lesser cost.

According to the Carbondale Times, Carbondale Mayor Mike Henry said only two designers answered his request: firms based in Paducah and Nashville. He mentioned nothing, however, about how he reached out to firms or about negotiating the price.

Henry said in his December State of The City address that the logo implies limitless opportunities in Carbondale. However, he eradicated whatever real opportunities that money would have offered to Carbondale residents such as installing motion sensor lights or cameras in high-crime areas or giving tax credits for interior deterrents such as deadbolt locks and security systems. Or saving for future expenses or using the money to lower city taxes.

Henry digressed in his speech to tell that Carbondale’s current crime rate is at a three-year low. While true, Henry failed to mention the bigger picture. According to neighborhoodscout.com, Carbondale is safer than only 8 percent of U.S. cities. Carbondale’s violent crime per 1,000 residents is 4.21 compared to Illinois’ 3.84.

Moreover, Carbondale property crime per 1,000 residents is 40.15 compared to Illinois’ 19.89 average, meaning that almost 500 out of every 1,000 Carbondale residents have been a victim of a violent crime: the city’s crime rate is 31 percent above the national average.

If Henry wants to reinvigorate Carbondale’s economy, perhaps he should’ve led by example and hire a local designer instead of North Star, based in Nashville. Carbondale businesses might have even sold their services if city officials reached out.

That near $100,000 invested in Nashville won’t likely be spent in Southern Illinois.

Henry should be credited for getting “the institution back on track,” by improving sidewalks, planting flowers and trees, and encouraging business to hold community events.

But no amount of money can buy community. A city logo and rebranding should be designed by those who know Carbondale best, who have lived here for years, and should be competitively priced — further from, rather than closer to, $100,000.

Carbondale PR Officer Amy Fox said that $44,000 of the $98,000 was spent polling 600 individuals and researching Carbondale. North Star’s 243-page high-quality report focused on three categories: assets, challenges, and opportunities.

The report found that SIU anchors Carbondale and the college and city is shrinking. It also laid out a few goals: 23,000 SIU enrollment, lower taxes, and city rules to be more business-friendly.

El Greco and Lone Star Steakhouse have both closed, citing SIU’s draining enrollment and hostile city practices such as higher taxes. It seems fewer parents want to send their kid to college in a city best known for $5 mixed pitcher specials and the Investigation Discovery of 19-year-old freshman Pravin Varughese’s death.

In the same address unveiling the logo (and price tag), Henry warned of a financially rough next four months facing Carbondale due to Illinois’ budget. Obviously, $98,000 can’t dent Illinois’ debt, but the principle holds: spend taxpayer money frugally.

Henry concluded by telling people to be kind to each other. But good intentions work only as well as the institutions protecting rights, and we can discourage illegal behavior through increased safety systems. Even criminals act rationally. While well intentioned, words alone can only boost the economy as much as planting flowers.

Henry’s point in his address was that Carbondale’s current trajectory isn’t sustainable and he’s right. If Carbondale doesn’t change it will dissipate; and children, students, and those left unemployed will be the first ones hurt.