Lexington, SC, Revamps Its Image: A Journey to Tell Its Story
Lexington, South Carolina, is gearing up for an exciting transformation in how it presents itself to the world. With a blossoming population of nearly 25,000 and a rapidly changing landscape, town officials are recognizing that it’s time to embrace the story of who they are today. Jack Stuart, the town’s economic developer, is passionate about this initiative. “We do have a logo, but there’s no deep story behind it,” he remarks. “Our Main Street looks a lot different now than it did ten years ago, and everyone wants to call Lexington home.”
A Fresh Marketing Perspective
In light of these changes, Lexington is in the process of hiring a branding and marketing firm to help create a comprehensive brand identity. The firm’s task will not just involve refining a logo but rather digging deep into the heart and soul of the community to find a narrative that resonates with both residents and visitors alike.
As the town embraces a new age, the hope is to have potential visitors and new residents excited about joining the Lexington community. By conducting meetings and community focus groups, the firm will gather insights into what makes Lexington special and how its identity can be accurately portrayed.
What Makes Lexington Special?
But what is that special appeal? Stuart shares that many people struggle to describe the feeling of living in Lexington. “It’s unique, but hard to articulate,” he notes. This effort to craft a distinct image could help in not just attracting businesses but also charming tourists hunting for their next destination.
Unlike nearby towns with catchy taglines—like West Columbia’s “Head West”—Lexington currently lacks a recognizable motto. “We don’t have a catchphrase yet,” Stuart admits. “But I believe that pinpointing our essence will help define us.” The city wants to make sure its brand is inviting and a tad catchy, encapsulating the warm community spirit it boasts.
Making Community Connections
Beyond just branding, this initiative aims to help the town understand its residents better. Stuart notes that Lexington doesn’t have a signature event like Irmo’s Okra Strut or Pelion’s Peanut Party, which could bring the community together and foster local pride. “By refining our identity, we can plan events that resonate with our residents,” he adds.
Funding the Vision
This branding project is currently backed by a $25,000 grant from the South Carolina Municipal Association’s Home Town Economic Development program, with an additional 10% match from local funds. Looking ahead, the town may explore other funding sources to ensure the project meets its extensive goals.
“We’ll evaluate the proposals that come in, seek out the most qualified firm, and align with a budget that makes sense for us,” Stuart explains. The fabric of the community is rich, and finding a way to represent it is something the local officials are taking very seriously.
Turning the Page on Old Branding
Lexington’s rebranding journey isn’t new. In recent years, the town has spent around $100,000 on various rebranding efforts since adopting its current logo in 2005. Changes included repainting water towers, updating displays at Town Hall, and even redesigning police badges. Now, upcoming changes may even revise the logo further from its current representation.
But the essence of this endeavor is to go deeper than merely updating visuals. “We’re more than just a palmetto tree and a crescent,” Stuart states with enthusiasm. “There’s a story to be told, and we’re excited to share it.”
The Future Looks Bright
As Lexington embarks on this journey of rebranding, it holds significant promise for the community’s future. This is not just a logo change but an opportunity to stitch together the rich tapestry of stories, experiences, and dreams that the residents hold dear. The aim is clear: to be recognized as “the best place to live, work, play, and worship in the heart of South Carolina.”
