Town Logo Redesign Project

The Town of Basalt is changing, and the current logo no longer reflects the Town's unique and vibrant culture or identity. From October 2022-May 2023, Town staff worked alongside a Brand Committee of community stakeholders to redesign the town organization's current logo. The project's goal was to create a new logo that better represents the town government and its responsibilities.

Why is a new Town logo needed?

• The current logo is not unique, is outdated, and doesn't represent the town organization or community.
• The current logo was designed without a cohesive brand, and brand guidelines were never incorporated, leading to inconsistent logo use.
• Use of the logo on apparel, signs and other digital materials does not reproduce well.

Process and Timeline

Project management and oversight have been led by Slate Communications, with input and guidance from town staff and members of the Brand Committee.

Below is an overview of the project timeline:

• November-December 2022: Town staff met with Slate Communications to develop a logo redesign process that incorporated input from residents and allowed local graphic designers to participate in creating a new logo.
• January-February 2023: Stakeholder interviews with Town Council, members of the Town's appointed boards and commissions, business and arts representatives, local high schoolers and members of the Latino community.
• February-April 2023: The Brand Committee, made up of residents who also serve on Town boards and commissions, as well as two high school students and town staff, met three times beginning in February.
• March 2023: Local graphic designers who reside in the Roaring Fork Valley were invited to submit portfolio work from previous logo design projects. Seven local graphic designers submitted their work and the Brand Committee reviewed and ranked their logos using a Design Criteria Matrix.
• March-April 2023: Two local graphic designers, and graphic designers from Slate Communications, spent about a month designing nine logo options for the Committee to review.
• April 2023: Slate Communications presented the nine logo options to the Committee and the field of logos was narrowed down to five. The top logos were edited at the Committee's request and voted on again by the Committee through an online form.
• April 2023: The top three logos were shared with the community and Town staff for review and feedback via an online visual survey. Survey responses were shared with City Council and the Committee. At the April 25, 2023, meeting, Town Council unanimously approved the new town logo.

Moving forward, you'll begin to see the new logo popping up around town and on Town documents and communication pieces.