The City of Lebanon may be getting a new look.
A proposed new logo and rebranding for the city was designed to feel “modern yet grounded” and “confident yet welcoming,” the designer told Lebanon’s City Council last week.
The council learned about the effort at a work session meeting on May 11.
Steve Chandler of ChandlerThinks in Franklin, Tennessee talked about how the new brand for the city was developed. The company was hired last August to conduct the research and design a new look for the city at a cost of $74,705.
The rebranding includes a new logo for city letterhead, vehicles, cards and signs. The new design would replace the familiar leaf logo now used by the city.
Chandler said the circular element of the logo was designed to represent “community, connection and unity,” he said in the presentation, “The modern geometric style creates a confident, productive feel without becoming overly industrial or cold.”
“The integrated ‘L’ creates a strong, memorable identity unique to Lebanon while allowing the symbol to stand alone across signage, merchandise and marketing,” Chandler said. “The blue conveys trust, stability, professionalism and progress. The gold adds warmth, optimism, energy and a connection to the region’s scenic outdoor environment.”
Chandler said his research involved more than 600 participants and included tours, 15 one-on-one interviews with stakeholders and elected officials, four focus groups with a total of 49 people, 200 community surveys completed online and a digital audit of websites, social media, search and reviews.
He also shared what he learned from research and focus groups. Chandler said Lebanon’s identity is anchored by three defining elements: Bennett Spring State Park, Route 66 heritage and a strong boat manufacturing legacy.
He said one area where the city could improve is in promoting itself.
“You don't brag about yourself enough,” he said. “We need some ambassadors, because we have some strong assets. But the advocacy is not there as much.”
On its website, ChandlerThinks is described as a group of marketing specialists who help cities, regions or destinations “find direction for the promotion of their place.”
In recommending the company for the project, the city staff noted in the Aug. 11 council agenda that “Chandlerthinks’ portfolio includes several communities Lebanon has looked to for inspiration, and their work is known for being grounded in local research and practical implementation. Their timeline, pricing, and deliverables align with the City’s goals and expectations.”
For more stories, see Wednesday's LCR.
