SANFORD — Sanford Maine ”“ Explore. Create. Grow. That’s the message of Sanford’s new brand, unveiled formally Tuesday morning at a ceremony in a hangar at Sanford Seacoast Regional Airport.
The new logo, with a sweeping “S,” is designed as a unifying theme, meant to create a consistent message throughout the community.
The message will go out to everyone ”“ economic developers, business contacts, anyone who does business with the city, plus the school department and others.
Businesses will be encouraged to use the logo on letterhead and on business cards.
City departments expect to color code the “S,” with red for the fire department, blue for police, yellow for public works, and so on.
“I like the brand,” said Josh Benthien, a partner in transforming the mill at 15 Washington St. into apartments and commercial space, before the ceremony began. “It’s about the message being consistent. I think that matters.”
Mike Ralston of the Sanford Regional Economic Growth Council agreed. He admits being hesitant at first, and was assured it wouldn’t replace the city seal.
“It’s growing on me,” he said of the logo. “It seems to have caught on. It’s important to have something simple.”
Nancy Marshall Communications, an Augusta-based public relations firm, came up with the new brand after a series of focus group meetings with a cross section of the community last year. The firm provided two choices at the behest of the Sanford Regional Economic Growth Council, in cooperation with Sanford Downtown Legacy and the Chamber of Commerce. A poll was taken late last year, with the new brand rolled out Tuesday.
“Our new logo embodies Sanford’s energy, creativity and focus on the future, while maintaining its ties to a rich history in manufacturing during the Industrial Revolution and the multi-generational families who have been part of the fabric of this community for so long,” said Jim Nimon, executive director of the growth council.
He pointed to Sanford’s assets, including the airport, which boasts a recent $7.5 million expansion; the town’s industrial development parks that are home to Tom’s of Maine, Baker Company, Evonik, Flemish Master Weavers, Rubb Building Systems and Maine Manufacturing, among others; and a new, state-of-the-art high school and technical center that is on the horizon.
The occasion was a time to celebrate the brand but also to celebrate Sanford, Maine’s newest city. Speakers like Mayor Maura Herlihy drew on the area’s history and what brought people to the area early on: Power generated from the river, rich farmland, natural resources, and proximity to nearby cities like Portland and Portsmouth, N.H.
“All these resources still exist today, but we place different values on our assets then our predecessors once did,” Herlihy told the audience. “The proximity to the ocean, lakes, mountains and cities as well as our own two downtowns make the Sanford-Springvale area ideally located to live a vibrant, active life.
“Sanford Seacoast Regional Airport, built in the 1930s, is the second busiest non-commercial airport in Maine and provides a vital asset to our entire region. The rich farmland located within a short distance of the downtowns is home to a new breed of farmer bringing the ”˜locally grown’ movement to our front door. The Mousam River, once the source of power for the mills, is now being sold as a visual benefit to those future businesses and residents who will be taking up space in the architecturally-rich brick buildings that once housed manufacturing operations.”
Speakers included aides representing the congressional delegation, Maine Department of Economic and Community Development Commissioner George Gervais and others, like Maine Manufacturing president Bill Emhiser.
Maine Manufacturing grew from a seven-employee company to a 200-employee company during the depths of the recession. The company develops and manufactures filtration devices for the medical industry.
“We strongly support the new city’s branding and logo theme,” said Emhiser, pointing out that his company “explores” through research, “creates” new products with its research and development and expects to continue to “grow.”
Gervais took note that Sanford was among the first cities to become “Certified Business Friendly,” under Gov. Paul LePage’s initiative.
“This city understands who drives economic prosperity,” he said.
— 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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