Alexander County Commissioners voted unanimously on Monday, January 5, to adopt new branding for Alexander County, highlighted by its new tagline: “Space to Grow.”
The branding, developed by the Charlotte-based agency HAVEN Creative, was a countywide initiative led by county staff and involving more than a dozen community leaders, as well as input from hundreds of residents and community members.
During the public brand presentation at the January commissioner’s meeting, commissioners and the general public had the opportunity to hear the entire brand story and view the county’s new marketing logos.
“Alexander County has a strong sense of place and community, and this new brand reflects that,” said Chairman Larry Yoder. “I’m excited to see it rolled out and used to promote our county to residents, businesses, and visitors alike.”
As part of the new brand identity, Alexander County highlighted the connection between its people, tranquil lifestyle, and ability to chart its own path as part of the core brand story. Here’s the whole brand story for Alexander County:
For more than 150 years, Alexander County has been home to a community built on faith, resiliency, and natural resources. It is a place of natural beauty, made up of rolling hills and bountiful orchards and set against the backdrop of nearby mountains. You might never see your neighbor from your backyard, but you’ll almost always see them around town, at a local event, or even in the grocery store. But Alexander County is also a hidden gem in the foothills, offering industry, agriculture, and small businesses the potential to find their home. In Alexander County, you’ll find Space to Grow.
The county’s new brand identity features three unique brand values, all based on resident feedback and input: “Faith in Community,” “Home to Tranquility,” and “Open to Potential.”
“Alexander County’s residents were critical to the development of this new brand messaging,” said Ian Redman, HAVEN Creative’s Director of Strategy. “Our goal is to always build a brand that directly reflects the people in the community. We do not create a story out of nothing but, instead, look to uncover what’s already here.”
Over 500 people provided their input through a community-wide survey, and the branding team spent many hours speaking with community members in local shops, restaurants, on the street, and in panel interviews.
Alongside new messaging, the county also unveiled a new marketing logo to be used in conjunction with the county seal and several sub-marks or icons to be featured throughout the county’s branding. These logos were developed through a multi-stage process that incorporated substantial feedback from county leaders and staff, based on input from residents.
The logo features a distinct “AC” icon in blues and greens, with Rocky Face Mountain prominently displayed in the center. At the bottom of the icon, open space and agricultural fields are shown to highlight Alexander County’s open spaces and rural beauty. Additionally, the visual identity of the branding will incorporate an apple leaf and the county outline in associated icons.
“Our branding committee wanted our logo to tell the story of the county,” said Gary Herman, Alexander County Public Information Officer. “The intentionality of each element was important to help celebrate what makes Alexander County unique.”
County officials have now begun implementing this new brand. The community can expect to see some aspects of the branding very soon, with full implementation taking place throughout the year.
About Alexander County, NC
Alexander County is home to nearly 37,000 residents and a rich history of industry, agriculture, and small-town living. The county offers tranquil living, open spaces, and access to adventures with places like Rocky Face Mountain Recreational Area. Alexander County offers the potential for economic development, agriculture, and small businesses to thrive. In Alexander County, you’ll find Space to Grow.