MONTICELLO — Town of Monticello’s new brand blends the outdated with the brand new in what consultants imagine is an correct reflection of the city.

Advertising specialists employed for the aim of rebranding town look took the crosshatch sample from an overhead view of the historic Courthouse Sq., blended it with a number of containers of differing colours and got here up with a brand they are saying isn’t solely versatile, however distinctive.

The work, accomplished by Champaign-based Clanin Advertising after a multi-step course of that included conferences with three focus teams, shall be integrated into metropolis paperwork, enterprise playing cards and probably even autos and attire.

“We created the precise map of downtown Monticello into an attention grabbing summary illustration of the neighborhood’s most discernible and charming characteristic: The sq.,” mentioned Scott Clanin, the advertising and marketing agency’s proprietor and president.

After conducting their analysis, the corporate felt a mixture of historic with a contemporary twist could be acceptable.

That sentiment additionally led to the advised tagline, “Monticello: Near All the things; Far From On a regular basis.”

The emblem — and tagline the place there may be room — will exchange a lot of logos which have arisen between town, Chamber of Commerce and Monticello Fundamental Avenue over the previous decade or so.

“Now we have one thing like 19 energetic logos, and we needed one thing extra unified and up to date,” Metropolis Neighborhood Improvement Director Callie Jo McFarland mentioned.

“We needed to develop a uniform model initiative for town.”

She added it was distinctive, and also will be mirrored because the Champaign-based advertising and marketing firm expands the work into associated Chamber of Commerce and Monticello Fundamental Avenue logos.

“What number of communities have an ‘M’ for a brand? What number of communities are their faculty colours?” McFarland mentioned.

“We’re not against that — you’ll discover some purple, and a gold hue in there for a cause — however we’re Monticello, we’re not the varsity, we’re not Mahomet, we’ve our personal sq.. It’s one thing very distinctive to us, and we will really name that our personal,” McFarland mentioned.

The emblem is an homage to a downtown space that’s dominated by the 1903 Piatt County Courthouse and surrounded by a enterprise district that options artisans, eating places and different companies.

“We created an precise map of downtown Monticello into an attention grabbing summary illustration of the neighborhood’s most discernible and charming characteristic: The sq.,” Clanin advised town council. “This was designed to determine town of Monticello as a vibrant metropolis middle that’s open for residents, and a vacation spot for guests.”

Focus teams have been requested what attracted them to Monticello, what makes it distinctive, how they might describe it to guests, what it stands for and challenges they really feel the neighborhood faces.

Clanin mentioned it was clear residents are happy with Monticello’s historic nature, which prompted a brand that displays on that aerial view of downtown, a nationwide historic district.

Metropolis council members appeared happy with the emblem.

Mary Vogt loved the reason that got here previous to the reveal.

“I believe it’s fascinating the way you took all the knowledge from the completely different teams, then got here up with this design. I liked the story behind it,” she mentioned.

“I sat in on a type of focus teams, and there have been of us in a complete gamut of demographics, and every got here to the desk with slightly completely different concepts and experience and expertise,” Metropolis Administrator Terry Summers mentioned.

“You guys did an amazing job making that an interactive session, getting individuals to speak and share.”

Steve Hoffman is editor of the Piatt County Journal-Republican, a Neighborhood Media Group. For extra, go to

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