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Client: Monticello, Indiana
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Splashy new Monticello logo a group effort
BY Justin Mack
MONTICELLO -- When looking at the new logo and
slogan for White County's largest city, Jill Sims is
reminded of the spirit that defines her community.
"I think it's great," said Sims, owner of Cazadores
Mexican restaurant in Monticello. "It's a fun logo,
and it says it all in a real quick sentence."
City officials unveiled Monticello's logo Thursday
evening, along with the slogan "Life with a Splash,"
to nearly 60 residents and business owners who
played an integral role in creating the new brand.
Monticello Mayor Jason Thompson said the city
worked on the project for more than a year
alongside Tennessee-based marketing company
North Star Destination Strategies.
"The branding process is highly emotional, and it's
emotional because it's personal," he said. "We know
what makes our city special, but we didn't how to
visualize that."
The city started working with North Star in late 2008
to create a brand that highlights what the town is
famous for, and draw attention to some aspects that
are often overlooked.
Thompson said the brand was chosen after
interviews with hundreds of residents, tourists,
business owners and local leaders.
Both the logo, which depicts a water droplet
splashing into a pool of water, and the slogan draw
inspiration from the city's two nearby lakes, Shafer
and Freeman, and its biggest attraction -- Indiana
Beach.
However, Thompson said the branding strategy will
include Monticello's other assets, such as its
growing downtown and peaceful lakeside living.
"Extensive research went into creating this brand,"
he said. "It's about finding the strong, singular
message that defines a community.
"I'm excited. You always wonder how people will
respond to something like this, and it's encouraging
to see business owners and community members
already thinking of ways to incorporate the new
brand."
The public unveiling will take place in May.
Thompson said after officially launching the brand,
the city will create events and merchandise to
strengthen Monticello's new identity.
During the meeting, attendees were able to view
banners and sample merchandise bearing the logo.
Lynn Deno, owner of Lynn's Embroidery & Graphics,
said her company created the T-shirts, lapel pens,
water bottles and other items on display Thursday.
"I'm very excited for the new brand" she said. "It's a
big opportunity for all of the businesses to attract
more people to Monticello."
Indiana Beach General Manager John Collins agreed
that brand unveiling was a major turning point for
the city.
"We will be working with the mayor and the city to
do whatever it takes to incorporate the brand into
our business," he said. "We're very honored to be a
part of the process."
