By Jeremy Schwartz
Peninsula Daily News
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After a lukewarm reception to a proposed new logo for the Port Angeles Downtown Association that included the silhouette of a saw blade, association board members continued to work with the North-Carolina-based consultant that developed the design to come up with something different, association board president Bob Lumens said Friday.
The result was a tweaked logo, with an anchor and mountains replacing the blade, and a new tagline: “Soaring Heights, Surprising Depths.”
Lumens said the new tagline, which replaces “From rough cut, to fine grain,” is meant to convey the varied experiences available in Port Angeles between the mountains and the water.
“In other words, there’s a whole lot more here than you see,” Lumens said.
Lumens said the association’s board of directors approved the new design formally during a meeting in January and displayed it at the association’s booth at the KONP Home Show in Port Angeles March 1.
The new logo is part of a larger re-branding effort for the downtown being sponsored by the association, which paid Arnett Muldrow and Associates of Greenville, S.C., $12,000 to develop a new logo, tagline and marketing plans.
The original logo was presented by the consulting firm during a September meeting, during which potential ads and other marketing materials using the same motif were also discussed.
The presentation followed brainstorming sessions earlier in the week during which the consultant gleaned from residents, business owners and city officials what makes downtown unique.
The new logo keeps the original forest green and tannish yellow and the basic layout of the original, with the focus still being the words “Downtown Port Angeles.”
“The tagline will be used some places; it won’t be used other places,” Lumens said.
“It doesn’t have to be part of everything.”
Lumens said the association’s marketing committee began working on changes to the logo not long after the September meeting, adding that the full board of directors also discussed the designs during at least two regular board meetings.
Though the logo has been voted on, Lumens said the association’s work with Arnett Muldrow and Associates is not over, adding that the consultant is now working to develop street light banners with the logo motif and a redesign for the association’s website.
Lumens said a possible name change for the association is also being considered.
“That’s part of it that we’re still massaging,” Lumens said.
Reporter Jeremy Schwartz can be reached at 360-452-2345, ext. 5074, or at jschwartz@peninsula