New logos will be used to promote Grayling
Dan Sanderson| Staff Writer
Things are going to start getting a lot more colorful when it comes to promoting Grayling, its downtown business district and events, and enticing investment into the community.
Grayling’s Main Street Program recently completed a branding and marketing campaign with a consultant provided through the Michigan Main Street Program.
Ben Muldrow, a partner with Arnett, Muldrow & Associates, a marketing, branding and economic development firm, met with the Grayling Main Street Board, its committees, and Executive Director Rae Gosling last year to develop logos and a marketing plan geared for Grayling.
“He met with a couple of other groups as well to kind of understand what Grayling is all about, what our assets are, and what’s positive about us,” Gosling said.
Out of the process, two logos were developed to promote Grayling. The first logo will be used to promote downtown Graying and features a canoe paddle with the tagline “Michigan’s Most Colorful Rivertown.” The logo will be featured in downtown business windows and on banners and flyers promoting programs and events.
The second logo was developed for the Grayling Main Street Program, and features what Gosling refers to as the “Paddle Peacock” look. The logo will appear on Grayling Main Street letterhead and business cards to maintain its focus on economic development, design, and historic preservation efforts and promotions.
“It’s how we’ll identify ourselves as an organization,” Gosling said.
The color schemes for the logos are similar, but were separated for different uses.
“We want to be able to tie them together, but let them be their own entities and their own places,” Gosling said.
Grayling is also a Project Rising Tide Community. Project Rising Tide is an economic development program initiated by the Michigan Economic Development Corporation. Grayling is one of 10 communities selected to take part in the program in the state.
Since the Michigan Main Street Program and Project Rising Tide program are both administered by the Michigan Economic Development Corporation, that entitles Grayling to more technical assistance as far as branding and marketing.
“They really want to get the most bang for their buck,” Gosling said.
Muldrow is set to return to Grayling soon to visit with community organizations, the Grayling City Council, and representatives of the community as a whole. Logos and marketing and branding plans will be developed for the City of Grayling and for Grayling as a destination.
All logos will be distinct and will provide for a concerted effort for economic development and the revitalization of the community.
“It will present this unified image of what Grayling is, which makes marketing our community to developers and marketing our community for developers much easier and much more recognizable,” Gosling said.
Gosling said the marketing and branding services has kicked up the pace for planning for the area.
“Main Street got to start it out and we got ours first, and now we get to tie in with the rest of the community, which is our ultimate goal at the end of the day,” Gosling said.
Gosling said $8,000 to $10,000 was spent to provide the services to Grayling, which will promote the diversity of the brew pubs, businesses, restaurants, fly-fishing outfitters, and canoe liveries the community has to offer.
“We’re more than just a rivertown,” she said.