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Thursday, August 8, 2013

‘Dare to begin’: Nashua reveals new city logo, slogan

NASHUA – The Gate City’s new logo and tagline made their first official public appearance this week as a $110,000 effort to rebrand the city of Nashua nears its conclusion.

After more than a year of work, the team responsible for helping to craft Nashua’s new image unveiled the new branding elements at a public meeting Tuesday night. ...

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NASHUA – The Gate City’s new logo and tagline made their first official public appearance this week as a $110,000 effort to rebrand the city of Nashua nears its conclusion.

After more than a year of work, the team responsible for helping to craft Nashua’s new image unveiled the new branding elements at a public meeting Tuesday night.

“Dare to begin” was selected as the city’s official tagline, a phrase intended to harken back to the pioneering spirit of the city’s early inhabitants and the potential for new growth and development in the future.

Nashua’s history has been marked by examples of courageous new beginnings, Tom Galligani, the city’s economic development director, told members of the aldermanic Planning and Economic Development Committee on Tuesday, from the settlers who established the community to the economic achievements of 19th and 20th centuries.

The tagline will serve as a challenge to business leaders to start new ventures and products in the city, and as an invitation to residents to move to Nashua or start new chapters in their lives here, Galligani said.

The slogan is paired with a colorful new image, which will appear on the city’s website and other official materials. A swatch of orange near the top represents the rising sun and alludes to the opportunity for new beginnings in Nashua.

Underneath, two blue lines wrapped into an infinity symbol call to mind the two rivers that converge in Nashua and also represent the idea that possibilities are limitless in the city.

“The infinity symbol really represents our ability to keep things in motion and to reinvent ourselves constantly,” brand designer Bill Schick, of MESH Interactive Agency in Nashua, told the aldermen.

A patch of green in the bottom left represents the natural beauty of the state’s trees and hills and is also meant to convey the idea that high-tech businesses will provide a foundation for Nashua’s economy in the future.

“The colors were meant to be very bold and vibrant to represent the ‘Dare to begin’ element,” Chris Williams, president of the Greater Nashua Chamber of Commerce, told The Telegraph on Wednesday.

The rebranding initiative will officially launch in September. The effort is a collaboration between the city and the chamber, which also will unveil a new logo this fall. The city contributed $50,000, and the chamber raised $60,000 more from private companies and organizations.

The project will yield a new website for the city containing promotional materials. The city’s official site also will be “reskinned” to incorporate the orange, blue and green colors that appear in the logo.

Ward 1 Alderman Kathy Vitale said she was pleased by the positive reaction from local business leaders. The virtue of the project lies in creating a consistent image for the city, she said.

“It wouldn’t have been what I originally thought, but that’s OK, because I do think that it is something that will be very good for our community,” she said.

Alderman-at-Large Barbara Pressly said she was happy to see rivers incorporated into the logo, given their prominence in the city.

“I think I was really pleased with the people that were involved and their reaction to it,” she said.

The city began its rebranding efforts last year by hiring Tennessee-based North Star Destination Strategies to study Nashua’s attributes. MESH Interactive then began crafting the new branding elements and websites.

The city also has hired local company New Sky Productions to make two promotional videos that will “capture the cultural pulse” of the city and reflect its appeal to younger people.

Williams said the new branding is versatile enough to be utilized by a range of local organizations and businesses. Early evidence of success on that front came a few weeks ago, when the school district inquired about incorporating the new color scheme into its website. Symphony New Hampshire also named the opening performance of its upcoming season “Dare to begin,” Williams said.

He emphasized that it will be important to provide a narrative alongside the new logo to help viewers interpret the components.

“Each time we have shown this to someone – whether it be the Board of Aldermen last night, or the Board of Education a few weeks ago, or to our own chamber’s board of directors – every time they hear the explanation and the narrative behind the logo, you can see their eyes light up,” he said.

Jim Haddadin can be reached at 594-6589 or jhaddadin@nashua
telegraph.com. Also, follow Haddin on Twitter (@Telegraph_JimH).