Lexington, SC Embarks on Exciting Branding Journey to Craft Its Unique Identity

Lexington, SC: A Town Ready for a Makeover

Lexington, South Carolina, is experiencing quite the transformation these days! With a growing population of nearly 25,000 residents, the town is taking a fresh look at how it presents itself to both its citizens and potential newcomers. The voice behind this exciting initiative is none other than Jack Stuart, the town’s economic developer, who is eager to share the story of what Lexington has become.

Finding the Right Story

“We have a logo, but not the story of who we are today behind the logo,” Stuart said, highlighting a common struggle for towns that evolve as rapidly as Lexington has. As the town’s Main Street changes and more people flock to enjoy its charm, it’s crucial for Lexington to ensure it has a strong narrative to support its growth.

So, what’s the plan? The town is in the process of hiring a branding and marketing firm to help them develop a comprehensive brand identity that reflects its character today. Instead of just creating a new logo, the aim is to craft an entire story that captures the essence of Lexington and what it represents.

Community Engagement is Key

Well, that sounds fantastic! The first step in this friendly rebranding journey will involve the new firm conducting community focus groups and meetings. This allows the residents to voice their thoughts and ideas about how they would like Lexington to be represented. Stuart shared, “Something I hear often from people is that they can’t quite put their finger on what the feeling is in Lexington. People have a hard time describing what that is.” By unearthing that unique feeling, the town hopes to attract more businesses and visitors.

A Catchphrase is in Order

Right now, Lexington doesn’t have a catchy slogan to rally around, unlike neighboring towns. For example, West Columbia boasts the catchy, “Head West,” while Columbia once grabbed attention with “Famously Hot.” Stuart noted, “As of today, don’t have a catchphrase.” But that could soon change! Finding a catchy way to define Lexington could make it more appealing to potential visitors.

Signature Events for Community Connection

Stuart pointed out the lack of signature events in the town, comparing it to the iconic Okra Strut in Irmo or Pelion’s Peanut Party. “We could also plan events that truly represent what Lexington stands for and who our residents are,” he remarked. The ultimate goal, Stuart declared, is to position Lexington as “the best place to live, work, play, and worship in the middle of South Carolina.”

Funding for a Bright Future

The branding project is supported by a $25,000 grant from the S.C. Municipal Association’s Home Town Economic Development program, alongside a 10% local match from the town. This funding will help ensure Lexington doesn’t just dream big but follows through with well-thought-out plans. Stuart mentioned that they may also seek additional funding sources as the project continues to unfold.

Past Efforts and A Bright Tomorrow

It’s worth noting that this is not the first rebranding effort for Lexington. The town has invested around $100,000 since adopting its current logo design back in 2005. This was part of the initiative to distance itself from an old seal that included a Confederate flag. So, the residents have a history of embracing change!

With the possibility of revising the current logo, which features a crescent and palmetto tree, the town’s officials are aiming for something with more depth. “We’re more than a palmetto and a crescent,” Stuart said. “That can be turned into something. There’s a story to be told.”

The Journey Ahead

As Lexington embarks on this branding journey, the potential for a fresh identity is brimming with excitement. Residents can look forward to more robust storytelling about what makes their town special. Who knows what enchanting surprises await as they come together to shape the future of Lexington, SC!