Great Things Come Naturally: Laurel council endorses new community image

LAUREL – Laurel has been branded: Great Things Come Naturally.

Laurel Mayor John Shwed and town council members unanimously approved the new branding strategy designed by consultant Ben Muldrow of Arnett Muldrow & Associates during their regularly scheduled meeting March 21.

Implementation of the community image is expected to begin almost immediately, including the use of a new town seal.

laurel brand logo

Mr. Muldrow recently challenged workshop participants to describe Laurel using human traits. Community members agreed: Laurel is an older woman who was very attractive at one time; she used to be a real “knockout,” but hasn’t aged so gracefully; she has some wear and tear now, yet there’s still a distinct beauty about her, and… she’s badly in need of a makeover.

Laurel’s makeover included an intense series of roundtable discussions with a broad range of community stakeholders March 1-2. The big reveal occurred during a community meeting March 3 attended by town officials, Laurel residents, consultants, and federal, state and county representatives.

Mr. Muldrow presented a variety of town and organizational logos based on a new destination brand: Laurel, Delaware …  Great Things Come Naturally.

This new brand package will help Laurel and its partners continue to build local pride, recruit investment to the community and market the town to visitors. It will also help create an identity unique to Laurel that not only encourages people to visit the town, but reminds them that the community is more than just what’s seen driving down U.S 13.

Through his research, Mr. Muldrow created a brand that takes into account the history that is Laurel from its period as a Nanticoke Indian reservation to its more than 800 historic buildings to the town’s relationship with its lifeblood, the waters of the Broad Creek.

The graphic he designed shows the outline of a laurel leaf with one side in green and the other in blue to represent the town’s connection to its natural resources and reflect new interest in positioning itself as a destination for ecotourism.

The word Laurel appears boldly below the leaf with both typeface and colors reflecting the design of the logo for The Ramble waterfront redevelopment project.

In his presentation, Mr. Muldrow remarked, “The Ramble is an economic infrastructure.  It is a way for us to grow the community of Laurel by attracting private sector growth and creating market driven desirability for businesses to locate here.”

The branding project cost was $8,000. Funding was provided by USDA Rural Development through the Delaware Economic Development Office/Downtown Delaware Program.

A required funding match of $1,500 to initiate the brand implementation was provided by the University of Delaware’s Sustainable Coastal Communities Initiative.

For more information about the branding effort, The Ramble waterfront redevelopment project or other activities associated with Laurel’s downtown revitalization activities, contact Ed Lewandowski/University of Delaware at 645-4253 or edlew@udel.edu.

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