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Fanning the flame: Quest for new town tourism logo continues

The Jonesborough Logo Committee has taken another step toward choosing an official design for its tourism logo.
The group met on Jan. 15 to decide how to proceed, following the Board of Mayor and Aldermen’s rejection last month of the committee’s recommended designs.
Jane Hillhouse, of Hillhouse Graphic Design, brought two designs to that meeting, one that featured a flame icon and one with a more historic-looking font.
Members of the BMA expressed their dissatisfaction with both logos and asked Hillhouse to go back to the drawing board.
At last week’s meeting, Hillhouse showed the group a number of new ideas her firm had developed, and the group started discussions about how to best proceed.
Hillhouse presented several different ideas from those presented at the BMA meeting. However, most still were based on the two original designs – one featuring a more modern-looking typography with variations of a flame icon and the other, which showcased a more historic-looking font that had been submitted in a branding study by Destination Development International.
Present at the meeting were committee members Claudia Moody, Bob Browning, Marcy Hawley, Alicia Phelps, Amber Crumley, Terry Alexander, Jeff Gurley, Kathleen Petretta and Steve Cook.
The meeting was also attended by members of the community including Herman Jenkins, Jerry and Henrietta Paulsen and Mitze Anderson.
Cook made it clear he was not a fan of the flame.
“It seems to me the flame means so little to so many,” he said. “With the need to build the brand and with the confusion with (similar) logos, it just doesn’t work for me.”
As discussions continued, however, Cook began to suggest more revisions to both the typography and the icon. Before the meeting’s end, it appeared the group had reached a consensus – one which would require Hillhouse to reconfigure the flame icon as well as make some revisions to the fonts used in both designs.
“How about a more antique version of the lettering?” Cook asked, regarding the more modern looking flame design.
He pointed out that adding some irregularities to the typography could provide a more vintage appearance and suggested softening the edges of the lettering.
“It needs to be ‘boogered up’ a little to make it look more historic,” Cook said of the Gloucester design.
Jenkins agreed with Cook.
“I like the historic lettering best,” he told the committeee, “because that’s what draws people to Jonesborough. It’s the pristine historic look of the town. I think Steve is on the right track.”
Cook also suggested further simplifying the DDI’s historic font design by removing some of the hairline embellishments.
Hillhouse agreed to take the committee’s recommendations and come up with five to six new variations of the logos which she will bring to the next meeting set for Thursday, Jan. 24, at 10 a.m.
At that time, the committee will choose their three favorites.
Those top designs will then be taken by Moody, CEO of the Northeast Tennessee Tourism Association, and Phelps, Jonesborough’s marketing and tourism director, to a state tourism meeting later in the month where they can be reviewed and critiqued by tourism professionals from all across Tennessee.