Lexington Revamps Its Identity: A Fresh Take on Branding
In the charming town of Lexington, South Carolina, change is in the air! With a population nearing 25,000, this quaint community has experienced a remarkable transformation over the past decade. As many folks flock to Lexington for its small-town vibes and friendly atmosphere, local leaders are gearing up to tell a more compelling story—one that truly reflects who they are today.
More Than Just a Logo
As Jack Stuart, the town’s economic developer, aptly puts it, “We have a logo, but not the story of who we are today behind the logo.” It’s clear that Lexington is ready to step into a new era. Their Main Street is no longer the same sleepy stretch it was ten years ago. Instead, it’s bustling with life, and the town wants to show it off! So, what’s their plan? They are actively seeking a branding and marketing firm to help create a comprehensive brand identity for Lexington that resonates with residents and charms visitors alike.
Listening to the Community
The chosen firm will not just come in and whip up a new logo on their computer screens. Oh no! They plan to hold meetings and community focus groups to really tap into the heart and soul of Lexington. This isn’t just about attracting businesses; it’s about celebrating the unique character of the town and sharing it with the world. People have often struggled to pinpoint what makes Lexington feel so special, and that’s the challenge at hand. Stuart noted, “Something I hear often is that they can’t quite put their finger on what the feeling is in Lexington.”
Setting the Stage for Signature Events
It’s not just about the visuals either. Stuart highlighted another exciting opportunity: “We don’t have a signature event like Irmo’s Okra Strut and Pelion’s Peanut Party.” By understanding the community better through this branding initiative, Lexington hopes to launch events that enthusiasts and residents can rally around. Imagine a festive celebration that becomes the talk of the town, drawing in visitors from all around South Carolina!
Funding the Vision
So, how will they finance this ambitious project? Well, Lexington has hit the jackpot with a $25,000 grant from the S.C. Municipal Association’s Home Town Economic Development program, supplemented by a modest 10% local match. As funding proposals roll in, town officials are keen to evaluate all options to ensure they get the best bang for their buck. Stuart shared, “We’ll be looking at proposals as they come in, see who’s most qualified and what budget might align with that.”
A History of Change
This isn’t the first time Lexington has sought to rebrand itself. In fact, since adopting the current logo way back in 2005, the town has invested approximately $100,000 in various rebranding efforts. Changes included everything from repainting water towers to swapping out police badges. They even made a bold move by replacing an outdated town seal that featured a Confederate flag. Times have changed, and so has Lexington.
The Road Ahead
With eyes on the future, Stuart emphasized that the ultimate goal is clear: “To be the best place to live, work, play, and worship in the middle of South Carolina.” As discussions continue and plans shape up, it won’t be long before Lexington has a fresh, vibrant identity that not only speaks truth to its legacy but also draws people in with open arms. One thing is for sure—Lexington is gearing up to tell its story, and it’s going to be a tale worth sharing!
