Jefferson has a new brand

Jefferson’s new logo was introduced by Jefferson Matters: Main Street program director Peg Raney at the city council meeting Tuesday.

The logo was shown as part of a branding/wayfinding proposal developed by RDG Planning and Design of Des Moines. Cost for developing the logo and writing the proposal was $10,000, with $5,000 coming from a Main Street Iowa Challenge Grant and $5,000 coming from the city’s hotel/motel tax revenues.

The branding/wayfinding project was facilitated by Jefferson Matters but the city, Greene County Chamber & Tourism, Thomas Jefferson Gardens, the Historical Society, the Garden Club, the Mahanay Memorial Carillon Tower staff and board, Greene County conservation and tourist businesses were all involved. Nineteen persons served on the committee that worked with RDG through initial drafts to a final product.

The city now owns the logo and can do with it whatever the city council wishes. Along with signage, it could be put on city vehicles, letterhead, and much more.

The wayfinding proposal includes gateway signs at the north and south entrances to Jefferson on Highway 4. The north sign would use the brick framework already in place on the southwest corner of the intersection with Highway 30, but the sign would be replaced with the new logo. A similar new sign would be placed across from the Jefferson Community Golf Course at the south entrance to the city.

The tree and people are intended to give an idea of the height of the signs. All signage meets DOT requirements.

The proposal includes a welcome sign at all four entrances to the city, a total of 20 wayfinding signs at various locations on Elm St and Lincoln Way, and two pedestrian kiosks. The wayfinding signs direct travelers not only to the downtown district, but to schools, the fairgrounds, the law enforcement center, Freedom Rock Park, the pool and community center, and other locations.

Total cost to implement the entire wayfinding proposal is $140,415. The proposal also includes banners for the light poles on the Highway 4 railroad overpass and other locations. Those costs were not included in the total estimate.

According to Raney, the committee would prefer the signage be installed all at once.
RDG Design is one of the companies working with the Vision 2020 planning process. Wayfinding may be incorporated into that plan.

The city council’s streets committee will discuss whether or how to proceed with the wayfinding proposal. The city plans not to move forward without grants or other outside financial support.

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