Pawtucket officials happy with $5,000 investment in logo, website

Pawtucket officials happy with $5,000 investment in logo, website

PAWTUCKET – The widespread outrage over the $500,000 spent on the design of a new “Rhode Island: Cooler and Warmer” logo had many people talking about how much is too much to pay for a rebranding campaign.

Pawtucket officials, who paid $5,000 last year to city-based design firm Glad Works for a new “Join the Evolution” slogan, logo and website, say there’s no disputing that they got a good deal, especially in retrospect.

Though there are still some who don’t like the city’s new branding, the “Join the Evolution” mantra was much more well received and has caught on with many business owners and residents, said Mayor Donald Grebien. He said his administration’s use of the new logo and slogan to lure and attract new businesses, spur economic growth and generate interest in the city has met and exceeded expectations.

“We have already seen some of these goals come to fruition, thanks in part to the coordinated, modern and professional look the branding presents,” said Grebien in an email.

Grebien said that owners of the Peregrine Group, LLC, who are spearheading a mixed-use riverfront development project at 45 Division St., recognized the city’s call to action and efforts at revitalization as something they wanted to be part of. They continue to closely partner with the city by using the logo and tagline as part of their presentations to state officials when they market their project, he said.

More recently, said Grebien, the Isle Brewers Guild unveiled a new logo for its headquarters, The Guild, that ties in with the city’s water wheel-inspired logo. The Guild’s owners have repeatedly said that they’re excited to be part of the “evolution” when they start brewing craft beer later this year, he noted.

Rico Vota, spokesman for Grebien, said officials worked closely with the Glad Works staff on the concept, explaining what they were looking for.

“Glad Works sought our input, and we wanted to make sure they had a good understanding of what we were trying to accomplish, encapsulating Pawtucket’s sense of history and putting a modern finish on it as part of a rebrand,” he said.

He said the company came back with “Join the Evolution,” which, combined with the logo, pays tribute to the city’s industrial past while pointing to a new future.

Grebien said officials are proud of the fact that they partnered with a Pawtucket-based design firm to create the new logo, tagline and new and improved website. The company’s “intimate knowledge of Pawtucket’s rich history and industrial roots helped capture the spirit of ingenuity that our city is known for and has helped us promote the fact that Pawtucket is a great place to live, work, play, raise a family and conduct business,” he said.

As for the state’s rebranding, Gov. Gina Raimondo announced that the controversial “Cooler and Warmer” slogan is out, while the “sail” logo itself will stay. She’s asking Rhode Islanders to think creatively to help come up with a new slogan.

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There’s a reason many companies avoid getting involved in politics they don’t want to alienate potential customers on any side of an issue. Pawtucket-based travel agency Collette Vacations is the latest to learn that lesson. PAWTUCKET The widespread outrage over the $500,000 spent on the design of a new “Rhode Island: Cooler and Warmer” logo had many people talking about how much is too much to pay for a rebranding campaign.