Staunton reveals new brand statement and logo

By Mindi Westhoff/staff mwesthoff@newsleader.com

STAUNTON — Amid a crowded Blackfriars Playhouse on Monday, Staunton Downtown Development Association and the Staunton Office of Economic Development told us just why we like Staunton.

After months of planning, Arnett Muldrow and Associates revealed "Staunton: As You Like It," as the city's new brand. Staunton officials hired the marketing firm last year to find the city's essence and capture it in a simple statement and logo.

"If you like a place where the independent spirit thrives in gifted artists and musicians, and where the solitude of the mountains is just a short drive away..." were just a few of the values Tripp Muldrow read from the brand statement, which promised scenic views, hip restaurants and historic homes, among other things, from the city of Staunton.

From the brand statement, the firm narrowed the city's attributes down to five aspects of the Staunton community to come up with a suitable logo:

The shape of the city's name represents its rolling hills, while the "U" is emphasized to show the unique spelling. A tiny crown-like symbol over the same "U" denotes the Queen City nickname, and the tagline — "As you like it" — shows both the Shakespeare connection and the ability of each resident to make Staunton his or her own.

"You are the biggest fans, and you are the best advertising that this community can possibly have," Ben Muldrow said to the audience.

The Muldrow brothers created two logos, one for marketing and one for more formal endeavors, the latter of which replaces "As you like it" with "Virginia" and includes the city seal. The logo can also be customized for other city departments.

The brothers also showed several possible uses for the logo, including letterhead for City Council, SDDA and the Office of Economic Development, a formal Web site, street banners, trifold brochures and, for the residents, house flags.

"With all the beautiful porches in the community, give people the chance to hang a flag from those porches," Ben said.

Though the marketing firm has helped create brands for cities in 14 states, Ben and Tripp Muldrow complimented Staunton as being welcoming and diverse.

"We have fallen in love with Staunton, and we think it's an absolutely phenomenal city," Ben said to a smattering of applause. "We drive up 81, and it feels like we're driving home."

Staunton Office of Economic Development's Amanda Huffman encouraged business owners and members of nonprofits to use the brand and said it's important that the brand grow just as other, more familiar, brands have in the past.

"We look forward to seeing how the Staunton brand evolves and what it means to different people," Huffman said.