SANFORD — Drum roll, please. Two options for a new brand for this soon-to-be city ”“ in the form of a logo and tagline ”“ were rolled out at the council meeting Tuesday, and in a few days, Sanford and Springvale residents will be able to choose the one they like best.
Nancy Marshall Communications, an Augusta-based public relations firm, came up with the new brand choices at the behest of the Sanford Regional Economic Growth Council, in cooperation with Sanford Downtown Legacy and the Chamber of Commerce.
“A brand is not just a logo and a tagline, but a story of a place or product,” Marshall told the council. “A brand is all about differentiating your town from others. Sanford is trying to differentiate itself from other places where businesses can set up shop or people can call home.”
“Sanford, Maine. Explore. Create. Grow,” features a paint splash in the form of an “S” with the text. Marshall said the logo will appeal to business groups and the creative economy along with parents, students and others.
“Sanford, Maine. Great for business. Great for life,” is crisp, clean and business oriented, said Renée Black, an account executive with the public relations firm.
The Nancy Marshall Communications firm has been working on the project since July. Firm members took a three-hour tour of Sanford and Springvale and two public focus groups were conducted in October to hear how people feel about the town ”“ which becomes a city Jan. 1. A third focus session was held with a cross section of the community, Marshall told the council.
“It’s been a wonderful experience to get to know the town over the past five moths and hear all the passionate input,” said Marshall.
Once the brand is chosen, proponents hope the logo and tagline ”“ along with some talking points and message maps Marshall provided ”“ will be used by businesses, organizations and community members to deliver a consistent message about Sanford.
The message maps, gleaned from information residents provided, points to its rich history, tight-knit multigenerational community, natural resources, recreational opportunities, diverse transportation network, strong school system and farmland.
Regional Growth Council Executive Director Jim Nimon said information about the voting process will be rolled out later this week or early next week. There will be an online process as well as paper ballots for those who don’t use computers.
Some councilors and one councilor-elect weighed in on the logos after the council meeting.
Councilor Bradford Littlefield said he likes the logo with the paint splash.
“I think it’s futuristic and forward-looking,” he said. “It has flair.”
Councilor Richard Wilkins said he didn’t like either of the choices. He said they aren’t exciting enough and that he was looking for something more flamboyant.
Councilor-elect Fred Smith agreed with Littlefield. He said the “Explore. Create. Grow.” option shows thinking outside the box and will hold more appeal for young people ”“ and he said Sanford needs young people to foster economic growth.
Councilor Alan Walsh said he’ll have to examine both and was going to take copies home to have a closer look.
— Senior Staff Writer Tammy Wells can be contacted at 324-4444 (local call in Sanford) or 282-1535, Ext. 327 or twells@journaltribune.com.
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