New Logo Designed to Market City's Atmosphere
Mayor Mike Anderson said in his state of the city address at the Mesquite Chamber of Commerce awards banquet on Friday that he believes the community is in the best place it has been in many years.
Anderson said residents have a lot to be proud of, especially after a year filled with cooperative efforts such as the first-ever Addressing Mesquite Day and the efforts at Big Town Mall after Hurricane Katrina.
But the community will still face many old and new challenges in the coming year. He thinks a city-funded marketing campaign could be the answer.
The city council last year voted to hire North Star Destination Strategies, one of the largest marketing firms for municipalities in the country, to develop a marketing campaign and new logo for the entire community.
"It is so we can better market our community and our brand, a brand that will fit all of Mesquite opportunities throughout this community," Anderson said.
The resulting product was officially unveiled at the awards banquet. It is a campaign based on the fact that the Mesquite community is genuine and has flavor.
A new logo has the name "Mesquite, Texas" followed by the phrase, "Real. Texas. Flavor." A small flame or wisp of smoke also dots the "i" in Mesquite. Other marketing materials follow the same theme.
Economic development director Tom Palmer said North Star Destination Strategies gathered extensive statistical research and conducted surveys of both residents and visitors the to come up the campaign.
Officials hope it can label the community in a positive way rather than allow others to do it on their own.
In the next few months, the logo will replace the city's old Mesquite tree logo everywhere, including on all city trucks, buildings and official letterhead.
Though Anderson admitted that the phrase "Real. Texas. Flavor." might not be too appealing on the side of a garbage truck, especially during the hot summer months.
In many instances, this is where the different components of the flavor of Mesquite will come into play. For example the sides of city garbage trucks will read something like "Real. Texas. Service," Anderson said.
"This can be used in many different areas in our city. It could be used in the arts, it can be used in our homebuilding and it could be used in our schools," he said.
Historic Mesquite could sport "Real. Texas. History." while the Mesquite Championship Rodeo could be the "Real. Texas. Rodeo."
In a prepared statement, council member Shirley Roberts said she thinks the marketing campaign and new logo offers a wonderful description of the community.
"We are real. We are Texans and we have a unique flavor that I am proud of," she said.
Council member Dennis Tarpley said the flame supports the name Mesquite and lets the community use that name that is already known worldwide.
Following the unveiling, outgoing chamber of commerce chairman of the board Greg Noschese said he loved the idea. He hopes the private sector will embrace it.
"Really what it does is give people a new perspective of Mesquite, Texas," Noschese said.
It almost conjures that same warm feeling that comes from eating things like Mesquite-flavored chips or barbeque, he added.
"It captures the flavor of what visitors are looking for when they come to Mesquite, Texas," said Judy Skowron of the Mesquite Convention and Visitors Bureau.
She personally was the first person to use the marketing campaign earlier this month to secure the bid for the Texas Association of Convention and Visitors Bureaus mid-winter conference.
The conference is expected to impact the local economy by about $25,000, she said.
With the prospects of the new marketing campaign Anderson thinks the community is in a good position to face all of its challenges together.
"I truly believe that our best days are ahead of us," he said.
