APPLETON, WI (WTAQ) – Appleton is looking to refresh its brand, and the city is willing to spend a half-million dollars to do it.
Mayor Jake Woodford says they are looking at a new logo and a new marketing strategy for the city.
“Really what we’re trying to convey with this brand study is that it goes beyond just imagery and design. We’re really focusing on strategy and communication,” said Senior Communications Specialist Sheng Lee Riechers. “The hope is to more accurately portray and communicate what the city of Appleton is and what we stand for.”
When it comes to the rebrand, Riechers says it’s just good timing. Former Mayor Tim Hanna held the office for 24 years, and the current logo is 27 years old.
“We just thought that now is a great time to really look at the city strategically and find ways that would help us align our mission and vision of our organization with our branding and marketing,” she told WTAQ News. “The current logo served us well back in the nineties, it’s very dated, but the city has grown so much since then and really has evolved in all aspects and we really want to reflect that.”
But it won’t be an immediate change. She says the whole process could take anywhere from 2-5 years.
“For the actual brand study itself, we’re really hoping to involve a lot of community and public participation. So my estimate is that that’ll take maybe 6 months,” Riechers said. “We’re hoping to get everything that we can transferred over to the new brand within 2 years. But also knowing that there are things like vehicles that are regularly replaced, and we could always wait to change vehicle wraps and the branding on those.”
Woodford hopes that having a new, clear and consistent brand will help with recruiting efforts and could bring more jobs to Appleton.
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