Avon unveils new logo, tagline as part of $43.5K branding effort | VailDaily.com

Avon unveils new logo, tagline as part of $43.5K branding effort

Susan Fairweather, Director of Economic Initiatives for the town of Avon, presents the new Town of Avon logo to the Avon town council on Tuesday. The logo, part of a $43,500 branding effort, received mixed reviews from council members.
Anthony Thornton | athornton@vaildaily.com |

AVON — After months of work on a $43,500 branding effort, the town of Avon got a look at some of the results at their May 13 meeting, to mixed reviews.

A new, wordmark-style logo and tagline reading “endless possibilities” was pitched to the town council at their regular meeting; feedback ranged from “generic and corporate” to “fresh and outside of the box.”

Origin Designs, a Canadian company, crafted the logo and tagline after months of work with the town of Avon’s economic development subcommittee. Avon is paying Origin $28,000 for brand conceptualization, another $12,500 for the logo and $3,000 for tagline development, according to documents released by the town.

Within minutes of its reveal, a defense of the new logo began.

“This logo creation is a byproduct of the process that we went through, it was not the starting goal, or the starting point,” said Chris Evans, an Avon councilman who also sits on the economic development subcommittee. “The ending goal was not to develop a new logo for the Town of Avon and spend a gazillion dollars doing it. It was a branding platform. It was a way to identify the town.”

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Avon’s new director of economic initiatives, Susan Fairweather, echoed Evans’ statements.

“The logo reflects those characteristics that were identified in the brand platform,” she said.

Scott Prince with Avon’s planning and zoning commission said he was not expecting the new logo would look like the one presented.

“Interesting,” he said. “It really is different … (Origin) wiped the slate clean. It’s unique.”

Still, some council members were not convinced the logo and tagline are the right fit for Avon.

“It looks more like a product than a community,” said councilman Buzz Reynolds. “I just can’t buy the logo the way it is right now.”

Mayor Rich Carroll said he was taken aback by the logo on first impression, but warmed up to it the more he looked at it.

“It feels good after a while,” Carroll said.

While the council was scheduled Tuesday to take action on whether or not to adopt the new logo, with a recommendation from town staff to adopt it as is, the discussion was continued until the council’s May 27 meeting. Members of the community will have a chance to voice their opinions on the logo during the public comments period of that meeting.

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