Lexington, South Carolina: A Fresh Look at Branding
Lexington, a charming town nestled in the heart of South Carolina, is about to embark on an exciting journey to redefine its identity. With a community of nearly 25,000 residents, Lexington is proud of its small-town feel, but recent growth has sparked a need for a fresh approach to how it presents itself to the world.
A New Era for Lexington
As Jack Stuart, the town’s economic developer, wisely noted, “We have a logo, but not the story of who we are today behind the logo.” Over the past decade, Lexington has transformed significantly, with its bustling Main Street now a hub of activity that beckons both visitors and new residents alike. As the town blossoms, a thoughtful evaluation of its branding becomes essential.
What’s Happening?
In pursuit of a more vibrant identity, the town is in the process of hiring a branding and marketing firm that will assist in crafting a comprehensive brand identity. This new effort aims not merely to create a fresh logo but to develop a rich narrative about what Lexington represents today. So, what will that story be?
Community Engagement is Key
Once the firm is on board, they will delve deep into the heart of the community by hosting meetings and focus groups. This engagement will help residents articulate their feelings about Lexington, ultimately leading to a clearer image that can attract new businesses and tourists. “As of today, we don’t have a catchphrase,” Stuart mentioned, highlighting that neighboring towns already have catchy identities and events that define them.
Seeking a Signature Event
In addition to enhancing the town’s branding, there’s a desire to establish a signature event that could become synonymous with Lexington—just like Irmo’s popular Okra Strut or Pelion’s beloved Peanut Party. Stuart emphasized that understanding the local vibe will help produce events that resonate with both current residents and visitors. The ultimate goal? To make Lexington the most desirable place to live, work, play, and worship in South Carolina!
A Financial Boost
Funding for this clever initiative is being provided by a generous $25,000 grant from the S.C. Municipal Association’s Home Town Economic Development program, with a small 10% match from the town. Stuart has mentioned that additional fundraising could occur based on the outcomes from this project, ensuring that they have the necessary resources.
Previous Branding Efforts
This isn’t the first time Lexington has looked to enhance its image. Since adopting its current logo in 2005, the town has invested around $100,000 into rebranding efforts, including refreshing water towers and producing new police badges which ditched the controversial old town seal featuring a Confederate flag. This commitment to change shows a clear desire for Lexington to move forward and embrace its evolving character.
Rethinking the Logo
As the town embraces its new chapter, officials are even open to redefining their logo once again. The current design incorporates a crescent and palmetto tree, representing South Carolina’s heritage, but the emphasis now is on telling a bigger story. “We’re more than a palmetto and a crescent,” Stuart stated with optimism. “There’s a story to be told.”
Exciting Times Ahead
In conclusion, Lexington is taking significant steps to ensure that its identity resonates with its residents and shines to the outside world. With a little help from experts and community feedback, the town is on a spirited mission to showcase what makes it truly special. As this branding project unfolds, the excitement is palpable, and the community eagerly anticipates what the future holds!
