http://www.rutlandherald.com/article/20100902/NEWS02/709029883/1003/NEWS02
PatChafe, left, from the Springfield chamber, and Carol Lighthall, of Springfield on the Move, show off the new Springfield logo and marketing campaign in downtown.
Photo: Vyto Starinskas / Rutland Herald
Published September 2, 2010 in the Rutland Herald
‘Springfield, reinvented’
By Susan Smallheer
Staff Writer
SPRINGFIELD – The new community branding, “Springfield, reinvented,” is full of symbolism, with a touch of whimsy, and a look ahead.
Springfield Chamber of Commerce and Springfield On The Move on Tuesday held a “roll-out” of the new logo and branding report, designed by Arnett Muldrow, and which many in the town hope becomes a new emblem and rallying point for the town.
The logo takes its main color from the dark grey of the thousands of machines that were built and shipped out of Springfield during its history as one of the nation’s centers of the machine tool industry, called Precision Valley. The multi-colored blue cascade underlining Springfield is meant to symbolize the Black River, said Patty Chaffee, the executive director of the Springfield Chamber of Commerce.
On the top of the logo is half a sunburst, symbolizing the dawn of a new era, and it is in bright “Simpson’s yellow,” said Chafe, a reference to the town’s moment in the Hollywood sun in 2007, when the town and its supporters won the right to host the world premiere of “The Simpsons,” the movie about the popular cartoon family that lives in the mythical town of Springfield.
Springfield in the past 30 years has suffered more economic trouble than most Vermont towns, losing most of its longtime economic base because of the decimation of the domestic machine tool industry.
Carol Lighthall, the executive director of Springfield On The Move, the downtown revitalization group, said the new ‘brand’ was an attempt to give the town a new look at itself, hence the multi-meaning of the word “reinvented” as a secondary part of the logo.
Springfield has a long history of inventions and inventiveness in its history, from high-technology machines to baby carriages and jointed dolls, Lighthall said.
As part of the introduction of the new logo, large posters promoting the town and logo will be put up in the vacant storefronts in Springfield, Lighthall said. She said there would be a grassroots volunteer effort cleaning the storefronts and figuring out how to best display the posters. Included in the report, where samples promoting BART, the bike and recreation trail, Springfield Market, the downtown farmer’s market on Saturdays, and a logo promoting the 250th birthday of Springfield.
Lighthall said the new branding would be used in new downtown banners that are attached to the old-fashioned lightpoles in the downtown area.
The $10,000 project was unveiled to businesspeople and townspeople in two sessions Tuesday at the Springfield Town Hall, and some businesses have already whole-heartedly embraced the logo.
Danielle Calkins, the general manager of the Holiday Inn Express in Springfield, said she planned on using the “brand” or logo in local promotions, although company policy prevented it from appearing directly on advertising.
“We can use it on our website and try and use it in-house,” Calkins said.
“It’s just a really good thing for the town and it gives our guests more of a reason to come to Springfield,” Calkins said. “It’s just starting the town off on the right foot and will help bring other pieces together,” she said.
Janet Hunter, who owns the Baker Road Inn with her husband Richard, plans on using the “Springfield, reinvented” brand on the back of their business cards. She said her husband, who has his own business, plans on using it on his business card too.
Hunter, who first visited Springfield as a child and later attended a Stellafane Convention in 1989, was full of praise and enthusiasm for her new hometown.
“I see so much potential in this community,” said Hunter, who said she daydreams about buying downtown properties along the Black River and restoring them into apartments, condos or studios.
Interested people were given the report from Arnett Muldrow, along with a CD of many possible uses of the logo and the Springfield typeface in everything from downtown signs to logos for other businesses, landmarks ... even the town itself.
Lighthall said Springfield On The Move would be launching a marketing study, but it remains to be seen how far afield the logo will be advertising. The brand, and the general statement about the new approach to Springfield, will run in Springfield’s weekly newspaper, “The Springfield Reporter,” for several weeks, to acquaint the general public to the new brand and approach, Chafe said.
Town Clerk Meredith Dexter Kelley said she was excited about the new logo, but she said it was too soon to say how much would be adopted as part of the town’s official seal, which currently features “Cosmos,” a Grecian-style worker, standing on top of a giant gear and in front of Comtu Falls in downtown Springfield.
Photo: Vyto Starinskas / Rutland Herald
Published September 2, 2010 in the Rutland Herald
‘Springfield, reinvented’
By Susan Smallheer
Staff Writer
SPRINGFIELD – The new community branding, “Springfield, reinvented,” is full of symbolism, with a touch of whimsy, and a look ahead.
Springfield Chamber of Commerce and Springfield On The Move on Tuesday held a “roll-out” of the new logo and branding report, designed by Arnett Muldrow, and which many in the town hope becomes a new emblem and rallying point for the town.
The logo takes its main color from the dark grey of the thousands of machines that were built and shipped out of Springfield during its history as one of the nation’s centers of the machine tool industry, called Precision Valley. The multi-colored blue cascade underlining Springfield is meant to symbolize the Black River, said Patty Chaffee, the executive director of the Springfield Chamber of Commerce.
On the top of the logo is half a sunburst, symbolizing the dawn of a new era, and it is in bright “Simpson’s yellow,” said Chafe, a reference to the town’s moment in the Hollywood sun in 2007, when the town and its supporters won the right to host the world premiere of “The Simpsons,” the movie about the popular cartoon family that lives in the mythical town of Springfield.
Springfield in the past 30 years has suffered more economic trouble than most Vermont towns, losing most of its longtime economic base because of the decimation of the domestic machine tool industry.
Carol Lighthall, the executive director of Springfield On The Move, the downtown revitalization group, said the new ‘brand’ was an attempt to give the town a new look at itself, hence the multi-meaning of the word “reinvented” as a secondary part of the logo.
Springfield has a long history of inventions and inventiveness in its history, from high-technology machines to baby carriages and jointed dolls, Lighthall said.
As part of the introduction of the new logo, large posters promoting the town and logo will be put up in the vacant storefronts in Springfield, Lighthall said. She said there would be a grassroots volunteer effort cleaning the storefronts and figuring out how to best display the posters. Included in the report, where samples promoting BART, the bike and recreation trail, Springfield Market, the downtown farmer’s market on Saturdays, and a logo promoting the 250th birthday of Springfield.
Lighthall said the new branding would be used in new downtown banners that are attached to the old-fashioned lightpoles in the downtown area.
The $10,000 project was unveiled to businesspeople and townspeople in two sessions Tuesday at the Springfield Town Hall, and some businesses have already whole-heartedly embraced the logo.
Danielle Calkins, the general manager of the Holiday Inn Express in Springfield, said she planned on using the “brand” or logo in local promotions, although company policy prevented it from appearing directly on advertising.
“We can use it on our website and try and use it in-house,” Calkins said.
“It’s just a really good thing for the town and it gives our guests more of a reason to come to Springfield,” Calkins said. “It’s just starting the town off on the right foot and will help bring other pieces together,” she said.
Janet Hunter, who owns the Baker Road Inn with her husband Richard, plans on using the “Springfield, reinvented” brand on the back of their business cards. She said her husband, who has his own business, plans on using it on his business card too.
Hunter, who first visited Springfield as a child and later attended a Stellafane Convention in 1989, was full of praise and enthusiasm for her new hometown.
“I see so much potential in this community,” said Hunter, who said she daydreams about buying downtown properties along the Black River and restoring them into apartments, condos or studios.
Interested people were given the report from Arnett Muldrow, along with a CD of many possible uses of the logo and the Springfield typeface in everything from downtown signs to logos for other businesses, landmarks ... even the town itself.
Lighthall said Springfield On The Move would be launching a marketing study, but it remains to be seen how far afield the logo will be advertising. The brand, and the general statement about the new approach to Springfield, will run in Springfield’s weekly newspaper, “The Springfield Reporter,” for several weeks, to acquaint the general public to the new brand and approach, Chafe said.
Town Clerk Meredith Dexter Kelley said she was excited about the new logo, but she said it was too soon to say how much would be adopted as part of the town’s official seal, which currently features “Cosmos,” a Grecian-style worker, standing on top of a giant gear and in front of Comtu Falls in downtown Springfield.
OK, so what is a new logo going to do for a crime-riddled town with failing businesses?
ReplyDeletePutting an expensive wrapping and a bow on a lousy package still makes a lousy package.
Money spent on talk is money wasted. Talking about reinvention isn't the same as actual reinvention... why doesn't anyone understand that?