SoPo unveils new logo to engage residents, businesses
Courtesy / City of South Portland
South Portland's new logo features Maine motifs that include a lighthouse and pine tree.
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The city of South Portland aims to rebrand itself to residents, businesses and visitors with a new Maine-themed logo unveiled Thursday.
The new design features an illuminated lighthouse to represent both the city’s iconic Bug Light lighthouse and its motto, “Forward,” along with ocean waves and a tree.
South Portland is launching its new logo as it gears up for its 125th-anniversary celebration, kicking off in May with a series of community events.
“A lot of collaborative work went into the creation of our new city logo,” said Mayor Kate Lewis, who served on the Discovery Team charged with developing the new branding. The team included residents as well as city staff and consultants.
“In the end, the Discovery Team came to [a] consensus around this image, which we feel speaks to South Portland’s unique character and incorporates elements of our historic branding,” she said. “We hope the new logo will resonate with our diverse community of residents, businesses and visitors.”
Portland Design Co., based in Yarmouth, designed the logo, a spokeswoman for the city of South Portland told Mainebiz.
South Portland, population 27,000, is a city that's home to the Maine Mall and a surge in retail-led commercial development. Stakeholders embarked on the rebranding just before the start of the pandemic, then put the effort on hold to tend to more pressing priorities.
This past fall and winter, the Discovery Team reconvened and ultimately came to a unanimous decision on the updated city logo and brand. The City Council approved the new logo in February.
South Portland officials plan to first update digital and communication platforms before rolling out the new logo in a manner that maximizes the branding opportunity while minimizing the related fiscal expenditures. The plan then is to update physical property as assets reach their natural end, or when new orders are already planned. One project involves new community wayfinding signs, which will begin being placed later this year. These roadside signs will feature the new logo and point to popular destinations. Free stickers featuring the new logo will be available this spring and summer at City Hall, the library, and the community center.
Economic Development Director William Mann, who led the staff team working on the rebrand, said the goals include appealing to residents and businesses who already call South Portland home, as well as those who might consider moving there.
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