The Town of Fuquay-Varina found itself in a position many small but growing towns deal with. Little had been done to market the town or build a brand. The logo the town was using was dated and, outside of the town limits, had little meaning. But they were not ready to engage in a branding initiative. They needed a solution that would allow them to be more polished and support initial forays into marketing the community. The goals was to create an identity that could support the town while they found their direction and prepared to engage in a full-on branding project.
Amico Brand Design worked with the town’s public information officer to create a logo that would work on the website and in town-produced publications. The logo focuses on a point of distinction for the town–it’s name. The graceful font highlights the name. The color green was retained from the former logo. The buildings above the town represent some of the architectrual features of the historic downtowns without representing any one building exactly. The result is a solid, polished image.