By Dennis Seid
TUPELO – In an effort to invigorate what tourism officials said was a diluted and stale brand, the Tupelo Convention and Visitors Bureau on Thursday introduced a new logo and a new theme – the “Center of Positivity.”
The logo features a lowercase “Tupelo” with a four-color “crown” symbolizing that the city is the birthplace of the King of Rock ’n’ Roll. The stylized “p” and “o” point upward to indicate the positive spirit that drives everything in Tupelo, said CVB Executive Director Neal McCoy.
“It’s an uplifting, positive message that we can all share,” he said.
A video shown before the logo unveiling highlighted some of the “positive” accomplishments of the city through the years, including it becoming the first TVA city, its success at dairy production, its ascension as a furniture manufacturing hub and its recruitment of Toyota.
It also poked fun at being stopped by a train and turning it into “a good reason to be late.”
“You can share this happy optimism… and become a Center of Positivity,” the video proclaimed.
Cubic Creative of Tulsa, Okla., developed the new branding, which will be used extensively, but not exclusively, by the CVB.
McCoy said any city department or entity can use the logo as well, provided it follows certain brand standards set by the CVB.
Cubic worked six months to develop the branding campaign, at a cost of $75,000. The branding will extend to the CVB’s digital efforts, along with other traditional mediums like print and television.
“This is something we hope to have a shelf-life of seven to 10 years,” McCoy said.
And the “Center of Positivity” isn’t the slogan or tagline that will be used; rather, it’s the theme of the entire branding effort, McCoy said.
“We’ll have different taglines – including ‘Anything is possible’ – depending on what it is,” he said.
Kylie Boring, the CVB’s director of marketing, said the new logo and new theme set aside the various other images and ideas that had developed over the years.
“We wanted to be more colorful, consistent and cohesive,” she said.