Herndon Council Votes to Adopt Brand Identity

During Wednesday night's public hearing the Town Council voted to adopt the brand identity presented to the town earlier this month. 

The brand identity was created to "further the growth of the town’s commercial sector as well as its desirability as a place to live and visit," according to the resolution that was passed. 

The town's Economic Development Task Force helped determine strategies for the town to connect with local businesses in 2011. A Brand Advisory Committee was appointed by the town to offer direction to Trialogue Studio as they created the brand. 

Members of the committee included Mayor Lisa Merkel, former Mayor Steve DeBenedittis, marketing executives, organizational representatives, town residents and others from Herndon. 

Trialogue conducted research that included focus groups, interviews, psychographic analysis and online surveys to help learn what the community was looking for. 

During Trialogue's presentation in early September, the company said Herndon should be branded as a "next generation small town," welcoming to "innovators, risk-takers, history seekers and family keepers." 

The “on” in the new Herndon logo is stylized, connecting the two letters. The branding initiative takes the stylized letters and creates phrases that can be used in marketing, such as: it’s on, try on, rock on, lunch is on and on point, among others.

The main colors for the new logo will be gray and red—colors that struck a cord with Herndon residents, as red is the color of Herndon High and Middle Schools. Alternate colors that may be used in the “on” marketing include purple, fuchsia, blue, green, yellow and orange.

Over the next few weeks and months the town will work to develop materials to support the brand and will work on projects that reflect the brand's positioning. The town will laso work with businesses and organizations to help incorporate the brand into their marketing as well. 

For more information on the town’s new brand identity, call Herndon Public Information Officer Anne Curtis, at 703-435-6800 extension 2010 or email anne.curtis@herndon-va.gov. 

See more Herndon Patch articles on the brand identity: 
• Council Gets First Look at New Herndon Brand Strategy
• Town Council Preview: Town of Herndon Brand Strategy and More

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