For a town whose history is largely tied to the tobacco industry, but whose future could be linked to the tech fields prominent in the Triangle, picking an appropriate brand can be a tricky proposition.
Fuquay-Varina has gone all-in on the future, as the town revealed its new brand to the public Wednesday, complete with a new logo, redesigned website and motto.
The town worked with Clean Design, based in Raleigh, to develop the new brand campaign. The efforts started this spring and cost Fuquay-Varina about $95,000.
The key feature is the new logo. The logo no longer has a simple green and gold “FV” that has been used since 1985. Now it spells out the Fuquay-Varina name in green and blue dashes reminiscent of a digital array. The town also plans to redesign its official flag, although that won’t be revealed until a later date.
The logo also incorporates two triangles above the town name, which officials said “represents two towns coming together and conveys the sense of forward movement, while the fresh colors signal it’s a new day in Fuquay-Varina.”
The new motto is “A dash more” – a play on the town’s hyphenated name that also is meant to give the sense that there’s a little something extra in this fast-growing town at the edge of Wake County.
“Fuquay-Varina’s new brand is about how we are a forward-moving and innovative community,” Town Manager Adam Mitchell said in a news release.
The towns of Fuquay Springs and Varina merged together in 1963, although 20 years later, the population remained only about 4,000 people. Fast forward 30 years to the present, and Fuquay-Varina is nearing 25,000 residents.
“Fuquay-Varina has the reputation for being an up-and-coming community that is rich in history and tradition,” Mayor John Byrne said in the release. “We have a great story to tell, and I believe the new brand will help us communicate the town’s message more effectively.”
The design firm used input from town and business leaders, as well as about 1,300 residents who participated in an online survey.
“Research revealed that citizens have a very strong connection to their hometown, often describing the lifestyle and business atmosphere as smart, fun, creative and ambitious,” according to a town statement.
A video about the redesign, produced by local company Amazing Studios, can be found on the town website, which remains www.fuquay-varina.org. There are new bumper stickers at Town Hall with the logo. Those found sporting them in person or on social media could win a prize, officials said.
Doran: 919-460-2604; Twitter: @will_doran