Lexington, SC Launches Branding Initiative

News Summary

Lexington, South Carolina is embarking on a branding journey to refresh its community identity and narrative. With a population nearing 25,000, town officials aim to create a cohesive brand image that attracts visitors and businesses. The initiative includes securing a $25,000 grant for collaboration with a marketing firm to capture the essence of Lexington through community input. This rebranding effort seeks to highlight the town’s growth and aspirations while establishing a unique identity that resonates with its residents.

Lexington, SC Embarks on a New Branding Journey

Lexington, South Carolina, is stepping into a brand-new chapter as it looks to refresh its identity and enhance how the community is represented. With a growing population of nearly 25,000 residents, the town is embracing change, showcasing its evolution, and ensuring its image aligns with its vibrant community.

Assessing the Current State of Branding

Despite already having a logo, town officials admit they are missing a significant narrative that captures the essence of Lexington. Over the past decade, the Main Street area has transformed dramatically, shifting from a small-town feel to a bustling destination with increasing residential living options. But with this change comes the need for a cohesive brand image that not only appeals to locals but also attracts visitors and businesses alike.

Town leaders are keen on moving beyond simply redesigning their existing logo. They plan to partner with a branding and marketing firm that will dive deep into the community’s spirit. The selected firm will host a series of community meetings and focus groups to gather valuable input from residents about how they envision introducing Lexington to the outside world. The aim is to craft a compelling story—more than just visual aesthetics; it’s about what makes Lexington a great place to live.

The Need for a Catchy Identity

One of the standout observations from this branding initiative is the absence of a catchy phrase that encapsulates Lexington’s vibe and uniqueness. Nearby neighborhoods, such as West Columbia and Colombia, have put themselves on the map with clever taglines. Even the nearby towns boast signature events, like the popular Okra Strut in Irmo and the Peanut Party in Pelion, drawing community members together and promoting local pride. In contrast, Lexington recognizes a gap in its branding strategy and is setting out to fill it.

Investing in the Future

To kickstart this exciting rebranding journey, Lexington has secured a $25,000 grant from the S.C. Municipal Association’s Home Town Economic Development program. In addition, 10% of the funds will come from local sources, with hopes to find additional funding opportunities based on the latest insights gathered throughout the project.

This will not be the town’s first foray into rebranding. Since the current logo was introduced back in 2005, the town has funneled roughly $100,000 into efforts to elevate its visibility, including repainting water towers and changing displays at Town Hall. The logo, characterized by a crescent moon in place of the “o” in “of” and a palmetto tree replacing the “t” in “Lexington,” may also see changes if it no longer resonates with community sentiments.

Creating a Cohesive Community Narrative

To truly represent what Lexington stands for, residents need a shared understanding and narrative about their town. At the heart of these changes lies the belief that Lexington’s identity encompasses much more than its visual elements. There is a rich story embedded in the town’s history and evolution over the years that, when communicated effectively, can elevate its status as a prime location for living, working, playing, and worshipping in South Carolina.

As the town prepares for this shift, it remains committed to ensuring the rebranding effort appropriately highlights Lexington’s growth and its aspirations for the future. This is about capturing the vibrant community spirit and fostering a love for their hometown that can be felt not just locally but far beyond its borders. Lexington is excited about this journey, as it strives to build a brand that truly reflects its heart and character.