Town of Florence, Alabama, caught quick backlash when it unveiled its new brand—an "F!" with a stylized exclamation level—as residents petitioned to alter it again to its earlier brand, saying, "The folks have spoken and we give this brand an F!"
On Tuesday, town unveiled the brand new brand, with the exclamation level after the "F" shaped from the "L" and "O" within the phrase "Florence," and the tagline "Reside for Extra" on its Fb web page. Within the publish, town stated, "the mayor and Council got down to lead a branding and advertising marketing campaign that displays the modern-day really feel of our lovely city."
WAAY-TV reported on the brand new branding, saying it was dealt with by Birmingham, Alabama, advertising agency Tatum Design and value town $25,000.
The brand instantly obtained jeers from commenters on Fb, with a number of the prime feedback studying, "This seems like an episode of Parks and Rec," and, "Gotta admit, it is actually spectacular y'all decided so unhealthy that individuals of all political opinions can truly agree how terrible it's."
Brandon Spinner, a meteorologist with WAFF, even used his Fb web page to remark on the emblem: "In all probability the precise response from some folks as they stroll out into the chilly this morning... 'F!'"
A Change.org petition has been began to return town's outdated brand, a seal with a fleur-de-lis within the middle. As of Friday afternoon, it has obtained greater than 7,500 signatures, not removed from its purpose of 10,000.
Feedback on the petition known as the emblem "unattractive," "a humiliation" and "near vulgar."
"The mayor and Council outsourced a Birmingham-based design firm allocating 25,000 dollars of taxpayer cash and that is the most effective they might provide you with?" wrote Megan Statom, the petition's creator. "It is time to return to the drafting board on this one. Or this is a brand new thought: simply preserve the earlier brand!"
A Wednesday information launch from town clarified that the "F!" brand wouldn't exchange the seal, however would "turn out to be part of a household of logos" to "serve a number of wants and audiences as our neighborhood grows and strikes ahead."
On Thursday, Florence Mayor Andy Betterton wrote a letter to town's residents addressing the criticism.
"I guarantee you that the Metropolis of Florence seal continues to be in place to mirror our historic roots," he wrote.
He stated the rebranding mission started in 2021, with town wanting a extra up to date model to draw new companies and extra tourism. He added that Tatum Design has gained a number of awards "and has efficiently helped many communities develop their branding."
"As we navigate creating the brand new branding, one factor is for certain; the method has highlighted our neighborhood's abilities, humor, and love for Florence," Betterton wrote.
In accordance with WAAY, Florence additionally has a $75,000 contract with Tatum Design for the agency to revamp town's web site. That contract has not but been accomplished.
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