Posted Aug 19, 2015, 12:46 PM
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Registered User
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Join Date: Jun 2014
Location: Tuscaloosa
Posts: 515
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I like it, but it's not all that unique. Its good for tourism, but I think they need to start using the original moniker: "Druid City". Regardless, I'll buy a shirt
"The One & Only" is the new brand name for Tuscaloosa
Quote:
There is no other.
That’s the message behind Tuscaloosa Tourism and Sports’ new brand name for the city, unveiled Tuesday before the Tuscaloosa City Council.
After 14 months and $7,500, the city’s tourism and sporting-event recruitment group is today rolling out “The One & Only,” the new brand name for Tuscaloosa.
An additional $100,000 is going toward spreading the message through advertisements in newspapers and magazines, television commercials and billboards that will go up in each of the city’s seven council districts.
“The reason we took so long is because we wanted to make sure we did it correctly,” said Gina Simpson, president and CEO of Tuscaloosa Tourism and Sports. “A lot of thought and a lot of work has gone into this.
“Now, we need to educate everybody in Tuscaloosa about our brand.”
There’s even a new song, the debut of which is set to come during Thursday’s performance by the Alabama Shakes at the Tuscaloosa Amphitheater.
Residents can expect to see “The One & Only” — with a Druid City tree leaf in the ampersand — popping up all across the city.
The group has coasters going in restaurants and bars; T-shirts and insulated drink coolers will be given away; and there are plans to install flags with the new logo on utility poles downtown.
And for those businesses that are a Tuscaloosa original, they’ll be receiving a “The One & Only” sign and stamps to place on customer receipts.
“‘Tuscaloosa — The One and Only’ is meant to serve as a brand for all establishments in our area,” Simpson said. “We hope the symbol becomes a uniting theme for the community.”
Simpson said the process to choose the logo — which features a hand-drawn, asymmetrical font that’s meant to symbolize the movement and growth of the city — included the involvement of business leaders and the community at large.
The process began with a 33-person committee charged with creating a tag line exclusive to Tuscaloosa.
Brand experts developed a portfolio of Tuscaloosa-based assets and a survey to gather feedback from area residents. More than 1,000 responses were received from every ZIP code in Tuscaloosa, tourism officials said.
From this, bids were sought from various advertising agencies to assemble a creative campaign team. After four presentations, Cayenne Creative was chosen to develop and design the new brand and awarded the $7,500 contract.
After several rounds of concepts for tag lines and visual marks, “The One and Only” was created along with the logos.
Simpson said one goal behind the campaign was to highlight other aspects of the city besides football and the University of Alabama. For this reason, the color crimson is not present in the brand’s new color scheme.
“We really are the one and only Tuscaloosa,” Simpson said. “There’s not another one in the nation.”
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Last edited by TheCapstone; Aug 19, 2015 at 1:26 PM.
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