The Town of Vienna has a new logo, capping what town officials say was an exhaustive, months-long competition involving no fewer than six graphic design firms. While you might think that only a dyed-in-the-wool Viennian could produce a logo worthy of adoption by the town fathers and mothers, it was in fact a Baltimore firm, Ashton Design, that came up with the winning entry.
We’re told that Ashton’s final logo design presents three iconic town facilities – Town Hall, the Freeman Store and Museum, and the Town Green stage – in a “customized drawing that provides a unique composite of the buildings, reflecting on the connectivity of the Vienna community.” The colors featured in the new logo are red and gray. Town officials did not assign any symbolic importance to the colors.
The new logo will be officially launched to the waiting townsfolk at the town’s annual Halloween Parade October 25.
“We’re excited to have the town’s first official logo,” said Vienna Communications and Marketing Manager Lynne DeWilde, “and we’re looking forward to finding consistent and fun ways to use the logo to help us better promote Vienna’s brand as an authentic small town with an independent streak and very strong sense of community. The new logo, we hope, will be a rallying symbol of Vienna’s strong community pride, active lifestyle, and nurturing nature.”
While it may indeed be an “authentic small town,” Vienna — population 15,687 — is easily confused with what is rather clumsily referred to as the Vienna section of Fairfax County (population 1.1 million), a much larger though unincorporated area that surrounds the actual town limits. At any given time, observers say, much of the county’s population is sitting in traffic on Maple Avenue, the Town of Vienna’s self-consciously narrow main drag.
In a news release, Vienna said the new logo “was the capstone of a process that began in May with a brand research and development, led by Trialogue Studio of Washington, D.C.” The town received feedback from more than 100 people who participated in face-to-face individual and small-group interviews, 340 people who responded to an online survey, and live polling from individuals who provided more than 800 responses to questions posed at town events. The process was guided by a community-based “Brand Advisory Board.”
“We found in our research,” said Trialogue partner Ruth Wieder, “that Vienna is an authentic small town, different from everything else around it.” Wieder did not enumerate the factors that, in her estimation, made Vienna more “authentic” than nearby Fairfax, Loudoun, Arlington and Prince William Counties, which surely appear nearly identical to the average casual observer.
The town’s announcement did not specify the cost of the new logo.