Owego, New York

Logo Design / Branding / Environmental Graphics / Wayfinding / Type Design

While at Trampoline Design, I headed the rebranding of The Village of Owego located in the southern tier of New York. Following a client survey and conducting research, it was determined that the unique historic architecture and storied past of the town were the two most important ideas to convey, while still appearing hip to appeal to a younger, trendier crowd.

Before

After

Logo Breakdown

Responses from a client survey that influenced the direction of this option.

Primary Nouns

Community ∙ Historic ∙ Distinct

The most important things about Owego?

Tioga County courthouse, historic district, beautiful surroundings.

What is Owego best known for?

Historic village, architecture, historic buildings.

Supporting Quote

“Unique commercial district with an appreciation for historic architecture and Americana.”

Logo Breakdown

Responses from a client survey that influenced the direction of this option.

Community ∙ Historic ∙ Distinct
“Unique commercial district with an appreciation for the historic architecture and American history.”
Tioga County courthouse, historic district, friendly people in beautiful surroundings
Historic village, architecture, historic buildings.

Initial Alternative Explorations

Alternate Option 1: Heritage Script Wordmark

Responses from a client survey that influenced the direction of this option.

Historic ∙ Quirky ∙ Creative ∙ Art ∙ Distinct ∙ Americana
“Small-town American experience.”
“A romantic vision of a bygone American era.”
“Coolest Town in America.”
“Unique commercial district with an appreciation for the historic architecture and American history.”
Americana.
Aspirational like all striving communities dealing with significant challenges.
Historic, stately, proud.
Old fashioned, a step back in time.

Alternate Option 2: Owego Destination Wordmark

Responses from a client survey that influenced the direction of this option.

Creative ∙ Quirky ∙ Distinct
Creative, vibrant, and dynamic. A bigger-picture destination.
Younger families.
Young professional adults ages 20-30s.
...without being overly “fake” or historical.
Appeal to younger generations.
Bring new money to the town.
Build consistent, clear graphics that welcome people with a positive “vibe.”

Alternate Option 3: Strawberry Heart Icon

Responses from a client survey that influenced the direction of this option.

Strawberry Festival ∙ Neighborly ∙ Close knit ∙ Community ∙ Quirky ∙ Cozy
“Charm, history, natural beauty, creativity, and a close-knit supportive vibe.”
“People have come together in good times and in bad.”
Approachable and charming.
Quaint with a old world charm.
Promise to be friendly and interesting.
Aspirational like all striving communities dealing with significant challenges.
Historic, stately, proud.
Old fashioned, a step back in time.

Alternate Option 4: Modular Typography

Responses from a client survey that influenced the direction of this option.

Creative ∙ Home grown ∙ Boutique ∙ Art ∙ Quirky
Creative, vibrant, and dynamic.
Bigger picture destination.
Unique and experiential for people of all ages.
Younger families.
Young professional adults ages 20-30s.
Capture the unique, creative aspects of the town without being overly “fake” or historical.
Appeal to younger generations.
Showcase the town’s personality.
Welcome people with a positive “vibe.”
Quirky and creative.
Has depth that pleasantly surprises you.
Promise to be friendly and interesting.