Lexington, South Carolina Embraces Rebranding Efforts to Define Its Unique Identity

Lexington, South Carolina: A Tale of Transformation and Identity

Hey there, folks! Let’s chat about Lexington, South Carolina, a charming town packed with potential and a changing face. Right now, this vibrant community is gearing up to rebrand itself, looking to tell its story better than ever before. Jack Stuart, the town’s economic developer, expressed the excitement that’s buzzing around this initiative, saying, “We have a logo, but not the story of who we are today behind the logo.”

A Fresh Look at Lexington

It’s true — Lexington has transformed over the last decade. With a population that’s swelled to nearly 25,000, it’s no small wonder that the town feels different. People want to live here, and that’s sparking a wave of growth that’s among the highest in the state, if not the entire country! It’s time, then, for the town to reevaluate its identity and how it presents itself to both residents and visitors alike.

Hiring a Branding Expert

In a bid to explore this new age of Lexington, the town is on the lookout for a branding and marketing firm. This group will help craft a comprehensive brand identity that resonates with what the community stands for and aspires to become. “Once we find the right firm, they’ll gather insights from meetings and focus groups within the community,” explained Stuart. The aim? Not just a flashy new logo, but a compelling story that represents the heart and soul of Lexington.

Understanding the Feeling of Lexington

Fun fact: many Lexington locals find it hard to pinpoint the unique feeling of their town. “Something I hear often is that people can’t quite put their finger on what the feeling is in Lexington,” Stuart added. By shaping this image, the town hopes to boost business recruitment and allure more visitors, which is always a win-win!

Searching for a Catchy Tagline

Speaking of branding, have you noticed that Lexington doesn’t have a catchy catchphrase? Neighbors like West Columbia have “Head West,” while Columbia was once known for “Famously Hot.” But Lexington? Not so much! Stuart believes that a snappy tagline could really put the town on the map, driving home what makes it special. There’s potential for growth, especially when it comes to creating signature events, much like Irmo’s Okra Strut or Pelion’s Peanut Party.

Funding the Vision

So, how will they make this happen? The town secured a generous $25,000 grant from the S.C. Municipal Association’s Home Town Economic Development program. Along with a 10% match from local funds, they’re off to a great start! “We’ll sift through proposals from various firms to find the one that best fits our mission and budget,” Stuart indicated.

A History of Rebranding

This push for rebranding isn’t entirely new. Since adopting its current logo design back in 2005, Lexington has already invested around $100,000 in rebranding efforts. From repainting water towers to refreshing police badges, the town is committed to evolving. Stuart admitted that they’re open to revisiting the existing logo, which features a crescent moon nestled into the “o” of “of” and a palmetto tree replacing the “t” in “Lexington.”

More Than Just Symbols

Stuart believes there’s “more than a palmetto and a crescent” to Lexington, and it’s time to get that story out. “There’s a story to be told,” he said, filled with passion about the potential the town has. After all, Lexington dreams of being “the best place to live, work, play, and worship in the heart of South Carolina.”

Stay tuned, Lexington! A new chapter in your story is just around the corner, and we can’t wait to see how this fresh branding adventure unfolds!