City of Florence has a new logo, motto
Reprinted with permission from the Morning News
By: Joshua Lloyd, Morning News
FLORENCE, S.C. – “Full Life. Full Forward.”
For the past year and a half, the city of Florence has researched possibilities for a new citywide brand campaign to couple its progressive path of growth and redevelopment.
With the help of business people, more than 700 personal interviews, an outside marketing team and seemingly countless suggestions, the city has a new brand – Full Life. Full Forward.
The city will unveil the new brand at 11 a.m. today in the Waters Building in downtown Florence, followed by a block party at 6 p.m.
Tim Norwood, chairman of the Florence Downtown Development Corporation and owner of Victors restaurant, said the brand has a twofold purpose.
“This has an internal marketing component for citizens and customers of Florence, and an external marketing component for visitors who pass through here every day,” he said. “There’s a culture change happening in Florence and people are proud that we’re becoming more progressive and more invested. There are also a lot of people who don’t know what we’re doing here, so this will work on both fronts.”
The idea is to capture the essence of what the people of Florence feel in the present, and nod to the growth happening in the city.
“We didn’t want something was too big to be believable,” Norwood said. “Everybody we interviewed has the full life here, and everything they do lives here. We’re also full forward with direction we’re headed and what we see Florence becoming.”
The Holiday Band will perform at the evening party, which will happen rain or shine. In case of inclement weather, the party will move inside the Waters building.
On Monday and Tuesday, Avant Marketing group will host “Living the Brand” workshops for area business leaders who want to incorporate the brand into their business. Avant assisted the city in establishing the new brand.”