ATHENS — A colorful new street mural is bringing fresh energy to Five Points and marking the first visible step in a larger effort to establish a distinct destination within downtown Athens.
Athens Main Street has completed the Five Points Branding Street Mural, launching a broader district branding initiative centered around the newly improved 
Athens Farmers Market at Doug Gates Park and the businesses and properties surrounding it. Grant funding from Main Street Alabama made the Five Points branding initiative possible.
The Five Points identity grew from the place itself. Local residents were already informally referring to the area as “Five Points,” giving Athens Main Street an authentic starting point for developing a recognizable district brand.
“We want people to begin recognizing Five Points as a destination,” said Tere Richardson, Executive Director of Athens Main Street. “There was already a name people associated with this area, and we had an opportunity to build on that. With the improvements to the Athens Farmers Market, established businesses, available spaces and continued investment in this part of downtown, the timing was right to give Five Points a stronger visual identity.”
The Five Points logo was designed to connect the new district identity to both its physical location and the downtown Athens brand. Its design mimics the street grid that creates Five Points, while its colors were drawn from the existing downtown Athens branding palette.
Angling the square icon is a deliberate reference to Athens’ historic downtown square. Its rotation represents Five Points’ location just off the Square, creating a visual relationship between the two destinations while allowing Five Points to have an identity of its own.
The logo’s more contemporary style also complements the updated structures and amenities at the Athens Farmers Market, where recent improvements have helped transform the market and Doug Gates Park into a more inviting community gathering space. The new street mural brings that identity directly into the landscape.
“Placemaking is about giving people a reason to notice an area, stop and experience it,” said Brad Mallette, owner of AMBL Studios and Athens Main Street Design Committee Chair. “When the identity of a district reflects the place itself, it helps people make that connection. Then, when they see continued investment and activity, it creates momentum. That benefits the businesses that are already here and helps potential new businesses see the possibilities in the vacant spaces around them.”
The branding effort builds on the significant investment already made in the Five Points district. More than $1 million in public and private investment has helped transform the area, including businesses such as Baw Baw’s BBQ and Irons & Ales, the recent renovation of the Athens Farmers Market, and public infrastructure improvements.
The mural was brought to life by local mural artist Adam Stephenson. Athens Main Street also extends its appreciation to Main Street Alabama for investing in the Five Points branding initiative through grant funding, Trisha Black, Design Committee Member, for development of the Five Points brand, and the City of Athens Public Works Department for its assistance with infrastructure improvements.
Together, these partnerships demonstrate how thoughtful branding, public art, investment and collaboration can build on the authentic character of a place and encourage continued reinvestment.
“The mural may be the first thing people see, but it represents a much larger vision,” Richardson said. “We want Five Points to become a recognizable, active part of downtown Athens with its own identity, yet is clearly connected to the heart of our downtown. Most importantly, we want it to be a place where businesses and people want to be.”
Banners will be added to the district soon, adding more visual connections throughout the district.
Media Release/Tere Richardson/Athens Main Street/Photos/ Sergeion Hobbs
