Br anding Recommendations 5.

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1 Waynesboro Downtown Revitalization Plan Br anding Recommendations Introduction An 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. Does not reflect Reflects Series 1 1 The current City logo and brand. 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. Waynesboro Downtown n Revitalization Plan 103

2 5 Br anding Recommendations Does not reflect Reflects Series 1 1 Responses for the Slogan Hospitality in the Valley 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. The arch that used to span???? in Waynesboro. 104 Waynesboro Downtown n Revitalization Plan

3 Br anding Recommendations Logo Concept Options and Review Process Based 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 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. Current gateway sign. Current gateway sign. RIVERFRONT DISTRICT Option 1 Option 1 Does not reflect: 1 2 New park directional signs. 3 4 Option 1 1 5: Reflects Character 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. Waynesboro Downtown n Revitalization Plan 105

4 5 Br anding Recommendations Riverfront District Option 2 Option 2 Does not reflect: Option 2 2 5: Reflects Character Option 2 This 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. 106 Waynesboro Downtown n Revitalization Plan

5 Br anding Recommendations 5 Option 3A Option 3B Option 3 Does not reflect: Option z 3 5: Reflects Character Option 3 Clearly 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. Waynesboro Downtown n Revitalization Plan 107

6 5 Br anding Recommendations RIVERFRONT DISTRICT Option 4 Option 4 Does not reflect: Option 4 4 5: Reflects Character Option 4 This concept was too abstract and was eliminated as an option. 108 Waynesboro Downtown n Revitalization Plan

7 Br anding Recommendations Riverfront District Identification Throughout 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 Applications Based 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. RIVERFRONT DISTRICT Option 1 Option 3B Waynesboro Downtown n Revitalization Plan 109

8 Br anding Recomendations 5 Fall Foliage Festival OPTION 1 Waynesboro Downtown n Revitalization Plan 111

9 Br anding Recomendations 5 the the Fall Foliage Festival OPTION 2 Waynesboro Downtown n Revitalization Plan 113

10 Br anding Recomendations 5 Virginia Downtown Virginia Historic Downtown Heritage Museum Riverfront Park Hospitality in the Valley Website Brochure Wayfinding Waynesboro Downtown n Revitalization Plan 115

11 Br anding Recommendations 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. Virginia The current City logo and brand. Concept for City logo emphasizing the river theme. Virginia Hospitality in the Valley Brochure Brochure Website Trailblazer wayfinding sign Waynesboro Downtown n Revitalization Plan 117

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