Last year, the city of Cottonwood tried to come up with a new logo to help identify the town on everything from letterhead to business cards.
The council had been working on possible designs for a new logo for months, bringing in a branding consultant to help with creating new designs.
A committee looked at options and the city decided to move forward with a logo that includes a wine glass and a cottonwood leaf in the shape of a heart.
The council opted for a wine glass logo over one that featured a cottonwood tree, the Verde River and a representation of Old Town in the background.
It went over like a lead balloon with many people who didn’t like the new logo suggestion and were vocal about it.
The rejected wine glass logo had been worked on by Scott Havice, the consultant brought on to the project and work with the logo committee.
“The Cottonwood Economic Development Council identified the wine industry as a major economic driver in 2009 with the development of the 5-year economic development strategy entitled ‘Focus on Success,’” according to a report from the clerk’s office. “The city of Cottonwood in partnership with the CEDC and the [Cottonwood Old Town Association] with financial support from APS decided to conduct a long overdue update of the city brand. There had been no commonality of logo or branding message. Everyone seemed to have their own different logo, but no common message making our community unique. It was decided to evaluate ‘place making’ opportunities. The wine industry sets us apart from everyone else. No other community or region has claimed the wine industry.”
One of the concerns expressed by many, including Vice Mayor Karen Pfeifer, was linking a symbol associated with the town directly to the wine industry.
While the wine industry is welcomed by most to the region, those opposed to the logo in public meetings often pointed out there was more to the town than wine.
It was back to the drawing board.
To read the full story, see the Wednesday, April 22, edition of the Cottonwood Journal Extra.
