Downtown Springfield makes statement with new logo, branding ID
SPRINGFIELD – The Springfield Business Improvement District 's new logo, rolling out over the next few weeks, looks like an "S" inside a stylized letter "D." It is meant to signify "Springfield Downtown."
But that's not the whole message, said Michelle Grout , executive director of the district. The symbol is part of a new visual identity and branding campaign meant to communicate complex ideas at a glance.
"I hope it reinforces the fact that we are here. We are committed," Grout said. "I have pride in the district and in the downtown."
That's a tall order for a set of images, a typeface and colors including "bright blue," "deep navy," "copper," "pale blue" and "tan."
"This is to create a sense of place," Grout said.
Springfield Business Improvement District is rolling out a new branding campaign complete with color scheme and logo. (Photo provided)The Republican
The district is supported by 98 property owners representing 220 different properties in the district. It's been around for about 25 years and promotes business and entertainment activity downtown; it employs people to help clean downtown streets.
The new look is meant to spur better recognition of what downtown Springfield's BID members offer the community. "There has never been a clear brand or identifier associated with us, or the staff of the district or marketing — all things front-facing," she said.
The old logo was something that staff came up with in-house about 11 years ago and was seen as out of date, said Samantha Savoie, marketing and creative director for the district.
"It was aggressive. We didn't really love the red color," she said.
Grout credited Savoie and others with doing a lot of the preliminary work on the new campaign. The district hired Darby O'Brien Advertising to complete the work at a fee of $3,500.
Examples of Springfield Business Improvement District's campaign. (Photo provided)The Republican
So far, the new logos and typefaces are up on signs at the Springfield Symphony Orchestra box office in the TD Bank Building. They appear on the marquee at the MassMutual Center and can be seen on a sign at the Naismith Memorial Basketball of Fame, as well as the BID's social media accounts.
Soon, they will also be sported on the uniforms of district employees who clean and beautify the downtown.
Carlo Bonavita, owner of Springfield Wine Exchange in Tower Square, has seen the new branding.
"I like it," he said. "It's new, attractive. Anything that brings some positive attention."
Downtown foot traffic has not fully recovered from the COVID-19 shutdowns, he said, as the practice for some of working from home persists.
"But the people who are downtown are very supportive of small business," he said. "Not just mine."
Stories by Jim Kinney
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