Saying that Pasco County is a place with “room to grow” is all but passé, now that developers are on a building spree that is gobbling up wide-open spaces.
Retail, rooftops, offices, hotels are plowing up dirt and raising expectations for a more diversified suburban community that accommodates hipper, trendier living.
So, out with the old, in with the new.
The county’s marketing slogan “Room to Grow” is gone. And the county seal – a green circle with the Historic Dade City Courthouse in the middle – will be phased out over the next two years, except on public documents.
The new slogan will be “Open Spaces. Vibrant Places.” Underscore the word vibrant.
And for a logo, watch the sand hill crane take flight as it rises before a bright orange sun.
“It’s a symbol of Pasco County, which is also taking flight,” said Jennifer Lachtara, marketing communications coordinator at the Pasco Economic Development Council.
The new marketing strategy acknowledges that Pasco is “neither overly built out nor overly rural,” Lachtara said.
The logo will begin showing up on business cards and county vehicles over time.
Residents got their first look at the new logo in May, when the county rolled out its “My Pasco” app for mobile phones.
On Nov. 17, Pasco County commissioners voted to approve the new logo, and the rollout of a re-branding program.
Commissioners voted 4 to 1, with Pasco County Commissioner Jack Mariano dissenting.
The new logo’s message doesn’t capture all that is happening in Pasco, with zip lines, skydiving and the upcoming ice rink, he said.
“I’d like to see something a little more active, more youth-oriented,” Mariano said.
But, Pasco Chairwoman Kathryn Starkey can’t wait to get new business cards.
“I think it’s very elegant,” Starkey said. “I think it describes us perfectly, open spaces and vibrant places.”
Efforts to create the new branding plan began more than a year ago, and included employees from the county’s Office of Economic Growth, Tourism Development, and the Pasco EDC.
Market testing included area chambers of commerce and homeowners’ associations.
A public perception survey received more than 530 responses, with most people in favor of the new logo. Only 29 negative comments were made, said Melanie Kendrick, the county’s acting program director for the Office of Economic Growth.
In such a large county, it is difficult to find a unifying theme that captures the diversity of west, east and central Pasco, Kendrick said.
The county currently has about 20 logos being used, plus logos adopted by its constitutional officers.
The next step is to create standards to license the logo for use by businesses, parks and other venues that highlight the open spaces, vibrant places image.
No funding is required to make the initial changes to business cards and stationery.
“As the items are being used up, we have to replace them anyway,” Kendrick said.
Published December 2, 2015
