Woodstock seeks ‘refreshing’ of its image

The Shenandoah Valley-Herald

WOODSTOCK — Woodstock is seeking a new look for the future as part of its rebranding campaign.

The town sent a Request for Proposals to 15 area graphic design firms on Oct. 13. The request calls for new “images and key phrases to be used for business cards, letterhead, website, wayfinding signage, vehicle decals and other marketing materials.”

The Woodstock Enhancement Committee is leading the rebranding effort. Katie Mercer, the committee’s coordinator, said one goal is to change the town’s current motto of “Discover Woodstock.”

“We’re interested in refreshing our image,” she said. “A lot of towns have the same feel with ‘Discover’ wherever. We hope to have something more unique that no one else has.”

Responses to the RFP are due on Nov. 14. Mercer hopes to have new imagery ready by May.

Possible changes include a new color palette, logo and signs pointing visitors to the Shenandoah County Historic Courthouse, the downtown area and other locations, Mercer said.

One question is whether to keep the “Swiss Guard,” which has been the town’s symbol since the late 18th century when it topped of the historic courthouse as a weathervane.

“We’re not sure we’re okay with dropping him completely, but maybe we can incorporate him somewhere,” Mercer said.

The symbol also tops the clock that was installed in December at the corner of Court and Main streets.

The committee will spend a maximum of $20,000 on the rebranding project, Mercer said. Its fiscal 2017 budget is $172,650, according to the town’s budget.

Mercer said the rebranding is the next step in solidifying the town’s image as a family- and environmentally-friendly town, following the creation of the pocket park Jane’s Garden in 2014 and the erection of the “PAC-Man” statue, the town’s first piece of public art, in that park last year.

The town is also planning a 90-space public parking lot downtown, the construction of which will also improve the town’s stormwater infrastructure, according to town officials.

All of those projects, along with proposed public art and green infrastructure programs, contribute to the town’s revamp, Mercer said.

“We’ve got a lot of new things coming down the pike,” she said. “We want people who come in and visit like what they see and like what they feel in Woodstock.”

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