Branding Recommendations - Revitalizing Downtown Waynesboro · Branding Recommendations 5 Waynesboro Downtown n Revitalization Plan 109 5.3 Riverfront District Identification Throughout

Waynesboro Downtown Revitalization Plan

Branding Recommendations 5.

103 Waynesboro Downtown n Revitalization Plan

5.1 IntroductionAn important part of this project is the evaluation of Waynesboro’s existing logo and tag line. The goals were to assess the current relevance of the logo and tag line; to explore ways to update them in the short term and coordinate them with downtown graphics; and, most importantly, to recommend steps for an overall update of the city graphics and brand in the near future.

To start the process, participants in the Stakeholder Group Meetings and the Community Charrette answered questions about the current logo and brand as a reflection of downtown Waynesboro. The question asked was: “Waynesboro currently has a logo and tag line used to promote the City on the City website and on gateway signs. On a scale of 1 to 5 give us your opinion of the logo and the slogan with 5 meaning that it reflects the character of downtown and 1 meaning it does not reflect the character of downtown.

Responses for the Logo

Since this project is an interim step and intended only to update the logo, participants were asked what the current logo needed to better reflect downtown. Adding buildings to the image along with suggestion of the river were common suggestions, as was working with the idea of “gateway.” If the concept of a gateway is used, participants emphasized that Waynesboro be tagged as the gateway or crossroads to the Valley, rather than being a gateway out of the city to the mountains.

0 2 4 6 8 10

Reflects

Does not reflect

5

4

3

2

1

Series1

Does not reflect

Reflects

1

The current City logo and brand.

Branding Recommendations5


Participants were asked to evaluate how the existing City tag line, “Hospitality in the Valley,” reflected downtown Waynesboro. Responses were split. Participants who felt the slogan did not reflect downtown Waynesboro were asked for their suggestions for what to use in its place. The concept of the Gateway City was discussed again; the idea of expressing something about the river was also strongly supported, although participants did not want to use the term “the River City”. Other words used to describe Downtown included art, culture, history, living, working, and playing.

Responses for the Slogan “Hospitality in the Valley”

0 2 4 6

Reflects

Does Not Reflect

5

4

3

2

1

Series1

1

Does not reflect

Reflects

The arch that used to span ???? in Waynesboro.

Branding Recommendations 5


5.2 Logo Concept Options and Review ProcessBased on the information gathered from the stakeholder and community meetings and questionnaires, several options were generated for a downtown logo. These concepts were presented first to the Project Team and then to the Branding Focus Group in January 2011.

Since this was not a full rebranding effort for Waynesboro, each concept worked with colors of the existing Waynesboro logo and signs in order to have consistency with the signs already in place, including recently installed directional signs for the parks.

Option 1

This logo option included a reference to the historic arch that used to be in Waynesboro, combined with images of mountains, the river and Downtown buildings. While the majority thought it reflected the character of downtown Waynesboro, many felt it was too busy.

Option 1

0 2 4 6 8

5: Reflects Character

4

3

2

Does not reflect: 1

Option1

1

OPTION 1

RIVERFRONT DISTRICT

WAYNESBORO

DOWNTOWN

Current gateway sign.

Current gateway sign.

New park directional signs.

Option 1



Option 2This concept also worked with conveying the mountains, river and buildings but set the image in an oval shape. The majority in this case did not feel this option conveyed the character of downtown Waynesboro. Again this concept was viewed as too busy and the proportion of mountains and river were not quite right, nor were the buildings.

Option 2

0 2 4 6 8


4

3

2

Does not reflect: 1

Option2

2

D OW N TOWNWAYNESBORO

Riverfront District

OPTION 2

Option 2



Option 3Clearly this concept was the favorite of the group, with a preference for option 3B which included a building. The simplicity and the building image received positive feedback. This option seemed to be moving toward a balance of the mountains, the river and the architecture, thus conveying the feel of downtown Waynesboro.

Option 3

0 2 4 6 8 10


4

3

2

Does not reflect: 1

Option3

z

W AY N E S B O R OD OWN TOWN

OPTION 3VERSION A

W AY N E S B O R OD OWN TOWN

OPTION 2

Option 3A Option 3B



Option 4This concept was too abstract and was eliminated as an option.

Option 4

0 2 4 6 8 10


4

3

2

Does not reflect: 1

Option4 4

WAYNESBORODOWNTOWN

GATEWAY TO HOSPITALITY

RIVER FRONTDOWNTOWN

WAYNESBOROD OWN TOWN

RIVERFRONT DISTRICT

WAYNESBOROD OWN TOWN

OPTION 4A

OPTION 4B

Option 4



5.3 Riverfront District IdentificationThroughout the process, a brand or tag line was explored that describes Waynesboro that could be a possible update to the “Hospitality in the Valley” tag line. Many ideas were explored with the “Gateway” concept mentioned most often.

In years past, Waynesboro was billed as the gateway to the Skyline Drive; however, this invites visitors to go someplace other than Waynesboro! In one session, this concept was turned around to say that Waynesboro is the “Gateway to the Valley.” With the number of visitors on the Blue Ridge Parkway and the number of people coming over the mountain from Albemarle to live and shop in the Valley, this moniker seemed to be more on target. As Waynesboro moves forward with the branding process, this will be something to keep in mind.

As for a descriptive tag line for the downtown, the river kept coming to the forefront as the most important thing on which to capitalize. Coupled with that was the idea of downtown being an arts, history and entertainment center for Waynesboro. Out of the process, concensus built around the idea of designating downtown as the Riverfront District. This concept can be further developed as the branding effort moves forward. Samples of graphic collateral material are included.

5.4 Final Logo Options and Collateral ApplicationsBased on the feedback from the Branding Focus Group, Options 1 and 3B were chosen for additional development with the goal of showing how the logos could be used in context. Banners were chosen as a way to convey how each option could be adapted. Option 1 was simplified using the mountain/river/building composition of Option 3B in conjunction with the gateway.OPTION 1

RIVERFRONT DISTRICT

WAYNESBORO

DOWNTOWN W AY N E S B O R OD OWN TOWN

OPTION 2

Option 1 Option 3B

Branding Recomendations 5

111 Waynesboro Downtown n Revitalization PlanProject Name

WAynesboro, Virginia

DOWNTOWN DOWNTOWN

FallFoliageFestival

DOWNTOWN

OPTION 1



OPTION 2

W AY N E S B O R OD OW N TOW N

FallFoliageFestival

the

DOWNTOWN

the

Project NameWAynesboro, Virginia



Website Brochure Wayfinding

WAYNESBOROWAYNESBORO

Virginia

Hospitality in the Valley

DowntownVirginia

Project NameWAynesboro, Virginia

W AY N E S B O R OD OWN TOW N

Historic Downtown

Heritage Museum

Riverfront Park



5.5 Conceptual City-wide Logo Concept In addition to the downtown logo, an option was developed for a City-wide logo derived from the downtown logo design exercise. This concept places an emphasis on the river identity that was rated highly by all participants throughout this planning process.

The concept is shown adapted to web, print and wayfinding directional signs.

Brochure

WAYNESBORO

Virginia


Website

WAYNESBORO

Virginia

The current City logo and brand.

Brochure

WAYNESBORO

Virginia


Website

WAYNESBORO

Virginia

Brochure

WAYNESBORO

Virginia


Website

WAYNESBORO

Virginia

Website

Brochure

Trailblazer wayfinding sign

Concept for City logo emphasizing the river theme.

Documents

Branding Recommendations - Revitalizing Downtown Waynesboro · Branding Recommendations 5 Waynesboro Downtown n Revitalization Plan 109 5.3 Riverfront District Identification Throughout