3 potential Port Royal logos, taglines presented to town officials, residents

emoody@beaufortgazette.comMay 28, 2014 

Three town logos, three tagline statements and a number of ways to use them for marketing and advertising were presented by consultants to Port Royal officials and residents Wednesday.

The three logos all said Port Royal, Est. 1562, although one used a looped boat rope, another an anchor and the third a multicolored font that looks handwritten.

"I see this and I instantly want to go to this place because it looks like it's fun, it looks like it's different," said Bruce Murdy, president of Charleston-based Rawle Murdy Associates.

The town is paying the company $40,000 to create a marketing plan.

Its three tagline options are:

  • Port Royal. On the Edge of Awesome.
  • Port Royal. Where Out-of-the-Ordinary Docks
  • Port Royal. Cool. Coastal. And a Little Out There.

Last month, Rawle Murdy Associates suggested the town seize upon its unique charm: "Nestled deep within a sheltered natural harbor, Port Royal, S.C., is a coastal town filled with people from every walk of life. Charming storefronts, eclectic shops and funky festivals pull residents and visitors together under towering live oaks."

Council will determine which of the suggestions Port Royal will use, town manager Van Willis said. Councilman Tom Klein said he would like to have a recommendation from the town's Redevelopment Commission, as well.

Murdy showed examples of how the town could use a logo and tagline on signs, brochures, letterhead, newsletters and in the windows of empty storefronts. The firm used watercolor art of water and animal scenes, but the images are not owned by the town or Rawle Murdy, but the artist who drew them.

Many of the company's suggestions are inexpensive and quick to implement, Murdy said. That allows the town to start using the ideas immediately, while officials sort out funding for larger advertising campaigns.

"It's not about necessarily spending big, big dollars," he said. "It's about making this brand come to life and make people feel it and share in it."

The audience discussed incorporating the anchor or rope design into the colorful logo. Resident Jerry Ashmore, Beaufort branch manager for The Greenery, which does the town's landscaping, said he didn't see the connection between the positioning statement and the logos and taglines.

Resident Ann Marie Adams, who previously sat on the Redevelopment Commission, noted there could be additional costs for the multicolored logo, as opposed to the options with two colors each.

Mayor Sam Murray asked Murdy to create a more detailed schedule that the town could follow to implement the marketing plan. A date has not been set for Town Council consideration of the marketing materials.

Follow reporter Erin Moody at twitter.com/IPBG_Erin.

Related content:

Branding presentation

Follow reporter Erin Moody at twitter.com/IPBG_Erin.

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