FLORENCE – Mayor Betterton and the Florence City Council unveiled a new brand for the City of Florence on January 25th, 2022. The new brand is based on the collective insights and feedback received from the leaders and residents of the city of Florence.
The leadership of the City of Florence identified an opportunity to raise awareness of our city as a destination, and a key part of this initiative was to craft a strong brand image that would be recognized and representative of the city as a whole and create a solid foundation for future growth. To guide the effort, residents and members of the city were engaged early in the process.
The first step of the official rebranding process was meeting with city leadership. The goals and objectives were laid forth by Mayor Betterton and the Florence City Council. Following these initial meetings, a comprehensive community survey was then crafted and distributed to the residents of Florence. Hundreds of community surveys were collected. The community’s input and feedback from the surveys were utilized as the guide for the new brand.
One of the primary insights from the community was that the city of Florence has a lot to offer. The city is not just one thing. It’s many. The unique combination of the river, downtown, University of North Alabama, and many other elements set the city apart as a dynamic, unexpected destination. The most popular phrase community members used to describe the city of Florence was “Alabama’s Best Kept Secret,” and this insight revealed an opportunity to raise awareness inside and outside of the city about everything Florence has to offer. The new brand will not replace the existing City seal that will be used on official city business, but will become a part of a family of logos. This family of logos will serve the multiple needs and audiences as our community grows and moves forward.
The new logos feature an exclamation point made up of the “l” and “o” letterforms that are cleverly integrated into the word “Florence.” The exclamation point represents the unexpected “wow factor” that people experience when they visit our city, and this discovery that we have so much to offer for a small town is encapsulated in this unique logo. The new logo symbolizes the people of Florence’s passion and love for the city. A sense of amazement, delight and pride is all reflected in the Florence logo exclamation point. It’s the city’s promise of what people will experience here. The primary brand colors were inspired by the natural beauty of our city – the Tennessee River, the trees, foliage, green spaces, parks, and trails.
The new brand was designed to leverage all of the unique aspects of the city that were highlighted by the community and position Florence as a celebrated destination.
Media Release/Rachel Mansell/City Of Florence
