Campaign takes 'pure, simple' approach to selling Longview

Pure and simple — words that best describe Longview and the people who live here — will form the centerpiece of a new city branding and marketing campaign that was officially launched Thursday.

The new logo, "Longview, East Texas, Pure and Simple," is the result of a nine-month study conducted by North Star Destination Strategies, a Tennessee-based company hired to develop a marketing campaign that will attract people, culture and industry to the city.

The city's new logo — the result of a $90,000 branding study — will be used to reflect the attitude of the town and its residents.

Kelly Hall, president of Longview Partnership, described the new brand as "very usable and a good reflection of the city.

"The look and the style is so crisp and fresh and fun. It is who we are," she said.
At a cost of $90,000, the branding campaign is a joint venture between the city of Longview, Longview Partnership and Longview Economic Development Corp. Each entity invested $30,000 to fund the campaign, Hall said.

"East Texas, Pure and Simple" is meant to be a catchy phrase the city and visitors will come to associate with Longview. Read more.

View a Powerpoint presentation here.
Read an editorial here.
Oops, seems the brand is not unique. Here's a follow-up story.
And another editorial commenting on the flap is here.
The sponsoring organizations respond here.
Which prompts another editorial.
Which prompts another response, this one from the ED organization.