Vidalia Brand Lookbook

BRAND L O OKBOOK

v local

sweet people

Credits

VIDALIA BRANDING STEERING COMMITTEE

the sweet life hometown shopping

rural living the outdoors

dining international industry it’s home where you belong

Community Brand Lead: Alexa Britton, Executive Director, Vidalia Convention & Visitors Bureau

Nick Overstreet, Vidalia City Manager

Tonya Parker, Executive Director, Downtown Vidalia Association

Mayor Doug Roper

Valerie McLendon

Phillip Scott

Cindy Reddick

Rick Patel

Blythe Wilcox

Wendell Dixon Rachel Crumpler

Irene Castro

onions the pal theatre

sweet football

we’re family vidalia tradition opportunity

UGA’S CARL VINSON INSTITUTE OF GOVERNMENT (CVIOG)

Principal Investigator:

Kaitlin Messich, Public Service Associate

CVIOG Team:

Kelsey Broich, Creative Design Specialist

Eleonora Machado, Creative Design Specialist

Danny Bivins, Senior Public Service Associate

Leigh Askew Elkins, Senior Public Service Associate

Theresa Wright, Survey and Evaluation Unit

Karen DeVivo, Editor

UGA OFFICE OF THE VICE PRESIDENT FOR PUBLIC SERVICE AND OUTREACH

Shannah Montgomery, Senior Public Relations Manager, photography

Special Thanks

Alexa Britton and the Vidalia Convention & Visitors Bureau

Mayor Doug P. Roper, III

Vidalia City Council

Downtown Vidalia Association

The Pal Theatre

Altama Museum of Art and History

Ladson Genealogical Library

Aries Haygood, A&M Farms

Chick-fil-A of Vidalia

Vidalia Onion Museum

Vidalia Onion Committee

CREATING A COMMUNITY BRAND IDENTITY WITH LOTS OF LAYERS

For most of us who live in the South, the arrival of spring is marked by the return of longer days or the sight of daffodils popping out of the ground, painting the landscape a joyful yellow. In Vidalia, with spring comes the scent of Vidalia® Onions awaiting harvest—a scent that lingers in the collective memories of this small-town Georgia community. Vidalia was founded in 1890 before the famous sweet onion made its way to our dinner plates.

Located in the heart of Central Georgia, Vidalia boasts an international reputation and serves as a regional commercial hub, offering unmatched hospitality and short commute times that Atlantans are likely to envy. Vidalia’s location is not only ideal for growing the sweetest onions, it is also only a short drive from Atlanta or from sandy toes on any Georgia beach.

Department

Partner

Branding vidalia

Vidalia has not maximized its potential in attracting new residents, businesses, and industry. Due to the lack of a consistent message, look, and strategy, a common concern from public input participants was “how do we explain that there’s more to Vidalia than the onion, but still keep the onion in our branding?” The answers often came in the form of humorous onion puns, such as “there’s lots of layers to Vidalia,” Vidalia has “layers of local flavor,” and “you have to peel back the layers.” These “layers” are what make life sweet in Vidalia (sorry, another onion pun!) and include a great quality of life, excellent health care, short commute times, friendly people, arts and culture, a charming downtown, and more.

Participants also complained that visually, Vidalia’s community brand is represented by “too many different onions” and that each city department had a different look and color palette. And while “too many onions” is usually a great thing, in branding it can pose a problem. Inconsistent design and logo use can give the impression that the city has a helter-skelter approach, is not unified, and can appear disorganized. Steering committee members and public input participants desired a consistent brand message and look across platforms. They also wanted a brand design that includes the onion but also captures the community’s unique personality and spirit in its design style, imagery, messaging, and colors.

The Vidalia onion has a strong brand identity across the globe. Vidalia’s community brand, however, is not as well known...yet.

In rethinking Vidalia’s community brand expression, the steering committee aimed to do the following:

» Increase the city’s exposure and brand recognition.

» Attract businesses, jobs, visitors, and new residents.

» Have a consistent look and message among city departments and affiliated partners.

» Increase community pride by having a marketable brand look that people want to buy and wear.

» Strengthen the brand promise as the Sweet Onion City by making Vidalia onions more readily available for visitors (somewhere to buy them, see how they grow, recipes, and more).

» Create a brand that is associated with onions but also highlights hospitality, forward-thinking leadership, and a close-knit community.

» Promote Vidalia’s quality of life.

» Promote Vidalia as a retail and health care hub.

» Promote Vidalia’s downtown and small businesses.

» Promote Vidalia’s outdoor recreation opportunities.

Community Branding

UGA’s Carl Vinson Institute of Government’s Process

Today’s complex challenges demand that governments at all levels strive to be more responsive, efficient, and effective in serving their citizens.

University of Georgia’s Carl Vinson Institute of Government (CVIOG)

The Carl Vinson Institute of Government is committed to promoting excellence in government through technical assistance, training programs, applied research, and technology solutions. The Institute of Government works extensively with governments across Georgia and beyond to develop the knowledge and skills that elected officials, professional staff, and appointed board members need to manage effectively in the 21st century.

Since 2018, the University of Georgia’s Carl Vinson Institute of Government has offered a branding process for communities seeking to create or enhance their overall brand and better position themselves in a competitive global economy.

Carl Vinson Institute of Government’s Three-Step Branding Process

The Institute of Government’s three-step community branding process is designed to be completed within nine to 12 months. It is a community-driven process that engages the public to develop buy-in and support and to help promote the brand, a crucial step in creating a successful community brand. Institute of Government faculty and staff work closely with the community from start to finish, ensuring that the brand created is one that truly represents the place, people, and culture.

In 2021, the City of Vidalia engaged the Carl Vinson Institute of Government to develop a new brand identity to better tell Vidalia’s story, increase community pride and unity, and attract investment. The Institute of Government’s branding team was led by Kaitlin Messich. Alexa Britton, Executive Director of the Vidalia Convention & Visitors Bureau,and Downtown Vidalia Association Executive Director Tonya Parker led the branding process at the local level.

Phase One Research and Discovery

Phase one kicked off in Vidalia in September 2021. This initial phase is crucial to informing the brand’s design and ensuring community buy-in and support.

The Vidalia Branding Steering Committee

The Vidalia Branding Steering Committee dedicated countless hours to the branding process. The Institute of Government team worked closely with this 12-member committee to organize public input meetings, make key design decisions, and refine the brand message. Committee members represented a wide range of ages, backgrounds, and professions, offering their diverse insights and experiences to inform the process.

Committee members

Community Brand Lead: Alexa Britton, Executive Director, Vidalia Convention & Visitors Bureau

Nick Overstreet, Vidalia City Manager

Tonya Parker, Executive Director, Downtown Vidalia Association Mayor Doug Roper

Valerie McLendon

Phillip Scott Cindy Reddick

Rick Patel

Blythe Wilcox

Wendell Dixon

Rachel Crumpler

Irene Castro

Online Perception Survey

Institute of Government branding team conducted

online survey to gather insights about public perceptions.

survey was available on www.brandvidalia.com in fall 2021. Over 300 respondents answered the survey.

Vidalia Branding Survey Questions

are Vidalia’s greatest assets?

you grow up here?

types

makes

Vidalia was a

are some things

has kept you

move here?

attracted you to Vidalia?

specifically

there any unique historical

can branding help promote Vidalia?

to

to

or enjoy?

about Vidalia?

public Input MEETINGS

The Institute of Government team conducted public input meetings with members of the Vidalia community. The following groups were specifically invited to participate:

Altama Museum of Art and History staff

Business owners

Church leaders

Downtown Vidalia Association and Main Street

volunteers

Vidalia Chamber of Commerce

community members

Hoteliers

leaders

Young Parents

Technical College students

The Pal Theatre staff

Vidalia arts community

of Vidalia employees

Vidalia High School students and teachers

Vidalia Mayor and City Council

Experienced community leaders

Vidalia’s Top Community Assets and Unique Selling Points

Public input responses from both the online survey and meetings were overwhelmingly positive. The top three assets identified in public input and the online survey were the people, the Vidalia onion, and the high quality of life. Community members overwhelmingly conveyed that the brand must include the Vidalia onion, while also highlighting what makes Vidalia such a great place to live.

“Vidalia is the poster child for Southern hospitality.” - Public Input Participant

VIDALIA

» People in Vidalia are welcoming, friendly, and hospitable. According to a public input participant, “Vidalia is the poster child for Southern hospitality.”

» The Vidalia onion gives the community instant international brand recognition.

»

Vidalia’s rural lifestyle, outdoor recreation, education system, and sense of community provide a high quality of life. Short commute times are also a plus.

» A strong sense of community entices people to move to Vidalia to raise families (or move back if they left).

» Vidalia is one of the few rural Georgia communities that has retained its hospital. Memorial Health Meadows Hospital offers excellent health care services for Vidalia and the surrounding region.

» Vidalia is the region’s retail hub and draws people from all over the region for shopping and dining.

» Though people expressed they would like to see more, Vidalia’s job opportunities are better than surrounding areas and draw people to the community.

» Vidalia’s low cost of living makes it competitive, especially to those seeking to leave higher cost metropolitan areas.

» Vidalia’s location is ideal, with only a 1.5-hour drive to Savannah, a two-hour drive to Augusta, and a two-hour-and-45-minute drive to Atlanta and Jacksonville.

» Opened during World War II, Vidalia Regional Airport is a cityowned public-use airport and is an asset to the region.

Vidalia’s top community assets as recorded from public input are listed below:

“I met my wife at the Vidalia Onion Festival.”

Other Top Community Assets

Beyond the top community assets listed on page 13, a variety of other noteworthy comments were made during the public input portion of the project. People love Vidalia’s small-town charm and its quaint downtown. They have positive views of Vidalia’s leadership and its forward-thinking outlook. The agriculture industry is greatly respected, and local events are revered, especially the Vidalia Onion Festival and the Vidalia Christmas Parade. The Pal Theatre is a much-loved historic asset, and people generally support locally owned restaurants. Vidalians boast high-quality educational opportunities from pre-K to college without ever having to leave town. Southeastern Technical College offers a variety of degree, diploma, and certificate programs. (Many who pursed careers in health care work at Memorial Health Meadows Hospital and other local health care providers.) Churches are heavily attended, and their outreach is appreciated. People also mentioned that high school and recreation sports are popular and strongly supported. Many public input participants stated that the hotels are a great asset, especially during local events. People also value diversity in Vidalia and generally get along well together.

“Vidalia does not apologize for who it is.”

“Have we mentioned onions enough yet?!”

ESRI Community Tapestry study

Tapestry Segmentation represents the latest generation of market segmentation systems that began over 30 years ago. The 68-segment Tapestry Segmentation system classifies US neighborhoods based on their socioeconomic and demographic composition. Based on the ESRI Tapestry Segmentation Area Profile, the top three tapestry segments in Vidalia are listed below:

ESRI Tapestry 1:

Southern Satellites (36.4%)

Who are they?

Southern Satellites are typically slightly older, settled, married-couple families who own their homes. Workers are employed in a variety of industries, such as manufacturing, health care, retail trade, and construction, with higher proportions in agriculture.

Residents enjoy country living, preferring outdoor activities and DIY home projects.

ESRI Tapestry 2:

Small Town Simplicity (13.5%)

Who are they?

Small Town Simplicity includes young families and senior householders who are bound by community ties. The lifestyle is down-to-earth and semirural, with television for entertainment and news, and emphasis on convenience for both young parents and senior citizens. Residents tend to enjoy online computer games, renting movies, indoor gardening, and rural activities like hunting and fishing. Residents keep their finances simple and avoid debt.

ESRI Tapestry 3:

Midlife Constants (11.4%)

Who are they?

Midlife Constants are

seniors, at or approaching retirement, with belowaverage labor force participation and aboveaverage net worth. Although located in predominantly metropolitan areas, they live outside the central cities, in smaller communities. Their lifestyle is more country than urban. They are generous but not spendthrifts

a rural or semirural

of the population

retired or approaching

with smaller segments of young families

large senior population that visits doctors

health practitioners

Usually owns a truck or SUV

working on DIY home improvement projects

a pet, commonly a dog

outdoor activities such as fishing,

golfing, and gardening

to country music

eating at low-cost family restaurants and drive-ins

Walmart for their shopping needs

clothing, pharmacy, etc.)

watching NASCAR, college football, and basketball on TV

attends church, and belongs to charitable organizations

to arts and culture, educational, health, and social services

Market Profile Summary, along with public input, offers insight

Vidalia

as a community and how to create a brand that represents its unique personality and character, and the lifestyle it offers.

brand message should reflect the values of the people it

brand look should reflect a casual, rural lifestyle

US Census,

in

ESRI Community

large population of middle-aged

to

a younger demographic

traditional, small-town

and

so

Current logos

“Too many onions” was a comment the Institute of Government team heard frequently during public input meetings and was seen numerous times on the community-wide branding survey. The logos (shown right) are some of the various Vidalia logos that people see most often. A primary goal for rebranding Vidalia is to create a consistent look across platforms that reflects the community’s character and personality.

Analysis of the Competition

The Institute of Government team compared Vidalia’s brand to those of other cities in the region, including Dublin, Swainsboro, Baxley, Statesboro, McRae-Helena, and Hinesville. For the purposes of this project, these communities are fondly named “the competition.” The Institute of Government branding team compared these locations to see how other communities are positioning themselves in a regional market. Two areas of comparison, which are highlighted next, are “brand essence” and target audiences. Brand essence describes the overall community brand identity, and the target audiences are the groups that each community is aiming to attract based on their current marketing.

Dublin: Ahead of the Curve

• BRAND ESSENCE: A fun, active, laidback, and casual community

• TARGET AUDIENCES: Weekenders, getaway tourists, foodies, I-16 travelers, golfers, families, outdoor enthusiasts, retail shoppers Swainsboro: Crossroads of the Great South

• BRAND ESSENCE: A traditional, elegant, charming, and Southern town

• TARGET AUDIENCES: Wildlife enthusiasts, fishers, hunters, sports teams, antiques shoppers Statesboro: The City that Soars

• BRAND ESSENCE: A young, active, and exciting college town not too far from the coast

• TARGET AUDIENCES: College students, retail shoppers, restaurant goers

Baxley: no tagline

• BRAND ESSENCE: A relaxing, laid-back Georgia hometown

• TARGET AUDIENCES: RV campers, family trippers, Peaches to Beaches Yard Sale* shoppers, fishers, hunters, canoers

McRae-Helena: The Crossroads City

• BRAND ESSENCE: An outdoorsy, charming, and Southern Georgia community in the middle of everything

• TARGET AUDIENCES: Bass fishers, hunters, golfers, highway travelers, event attendees

Hinesville: Home for a Day or a Lifetime

• BRAND ESSENCE: A patriotic, transient, community that is home to Fort Stewart military personnel and families. It’s also close to Savannah.

• TARGET AUDIENCES: Military families, highway travelers, retail businesses, restaurants, arts and culture enthusiasts

Vidalia’s Brand Essence

The People, the Onion, and a High Quality of Life

At the heart of Vidalia’s community brand are its people, the onion, and a high quality of life. These three features should be at the heart of all marketing efforts.

“The thing that Vidalia really has going for it is the opportunity it offers people, specifically the opportunity for a better quality of life.”

The People, the Onion, and a High Quality of Life

Vidalia’s Community Brand Position

The brand position is meant to serve as an internal statement that guides all Vidalia marketing efforts. Drawing on the public input responses, the Institute of Government branding team consolidated the data from Phase One and created a clear and concise brand position statement describing what Vidalia has to offer.

There’s just something in the soil here. And we aren’t just talking about onions. Rooted in tradition like the Vidalia Onion Festival and high school football rivalries, Vidalia is where shared memories are passed down for generations. Vidalia’s name is known far and wide for its sweet onions – a name that rolls off the tongue with soft Southern drawl and a friendly smile. Vidalia’s old soul remains young at heart, embracing the future with optimism and forward-thinking leaders. Abundant with opportunity, Vidalia boasts international industries, small business success stories, excellent schools, and first-class healthcare. This small town is bursting with Southern hospitality and is bound to entice you to stay. If you aren’t from around here, you’ll be acting like it soon. Life is sweet in Vidalia.

Tagline selection

Just for Fun

Tagline Bloopers

The creative process always includes a variety of concepts and ideas that make it no further than the nearest trash can. The Vidalia branding process is no different, and below are among the “best of the worst” tagline ideas we received from public input and thought up ourselves! They were too fun not to include in this Lookbook. Congratulations if your tagline idea made it on the blooper list. (Don’t worry, we don’t remember who said what!)

»Vidalia: Home of the Yumion

»Vidalia: Aggressively Hospitable

»Vidalia: We Have a Great Donut Shop

»Vidalia: It’s the Dirt, Damnit!

»Vidalia: It’s More Than a Peeling

»Vidalia: Our Parkers Has Clean Bathrooms

»Vidalia: We Probably Won’t Make You Cry

»Vidalia: Soil of the South

»Vidalia: Shine On (because an onion is a bulb)

OFFICIAL TAGLINE

The Sweet Onion City LIFESTYLE TAGLINE

The Sweet Life

“Vidalia is already branded by the onion. We travel a good bit, and whenever we mention where we are from, we hear about the onion. We need to use this as a jumping-off point.”

The steering committee recognized that Vidalia has a strong existing identity as “The Sweet Onion City” and that this tagline should remain in the forefront of the city’s branding and marketing efforts. However, the steering committee adopted a secondary tagline, “The Sweet Life,” that can be used on merchandise and promotional materials to celebrate Vidalia’s quality of life to locals and visitors. The steering committee selected this secondary tagline from a lengthy list of options inspired by public input.

Vidalia’s Brand Personality

Public input participants were asked to describe the “personality of Vidalia.” The responses showed that Vidalia is a community full of personality, with the top responses listed below:

Sweet!

Welcoming, warm, and friendly

Hospitable (Some respondents even said Vidalia is “aggressively hospitable.”)

Traditional

Compassionate

Southern

Loyal

Hardworking

Generous

Forward-thinking

Genuine

Target Audiences

Since resources are limited it is wise to have a targeted approach to marketing the Vidalia brand. The Institute of Government branding team asked public input participants which groups the city should aim to attract. The top responses were young professionals, small businesses, and families. Visitors and retirees were also listed as top groups the city should market to. Specifically, people stated that they wanted the city to try to recruit more clothing and shoe stores to the city, higher paying industry and manufacturing jobs, and better grocery stores, housing, and entertainment.

THREE TARGET AUDIENCES

“Aren’t we already branded as the Sweet Onion City? Stick with that, run with that! Build around that.”

– Vidalia branding survey respondent

Professionals Small Businesses Families

Fulfilling the Brand Promise as the Sweet Onion City

A top concern from public input participants was that visitors look for places to buy Vidalia onions but are often disappointed when they cannot find any when they pass through town. A common misconception is that onions should be readily available and easy to find in the Sweet Onion City. However, unless you are visiting during the Vidalia Onion Festival when vendors line the streets with piles of onion bags, you may find the famous onion to be somewhat elusive.

Most people outside of Vidalia are unaware that Vidalia onions are only available from April to September. So, what can the city do to improve the public’s knowledge and fulfill its brand promise as the Sweet Onion City?

Here are a few ideas from public input:

» Move the Vidalia Onion Museum to a downtown location so that visitors can find it more easily and so that downtown businesses could benefit from shared foot traffic.

» Work with local farms to sell Vidalia onions in the museum and encourage local businesses to sell them when they are in season.

» Second to onions, visitors often ask where they can buy a Vidalia T-shirt. Sell T-shirts with the new city logo along with the Vidalia Onion Festival and encourage businesses to sell them.

» Place branded signs or banners at key intersections that lead visitors to where Vidalia onions are sold when in season.

» Work with local restaurants that use Vidalia onions to advertise where visitors can try delicious recipes made with Vidalia onions.

» Paint Vidalia-branded onion-themed murals downtown so that onions have a presence in town year-round.

Phase Two Design

Phase Two is where

the fun really begins in brand development.

VIDALIA’S VISUAL IDENTITY

This phase includes logo design, creating a brand color palette, font selection, and designing patterns, illustrations, and supportive graphics. The Vidalia Branding Steering Committee was closely involved in the design process.

Using the input from the public to inspire the design, the Institute of Government team presented logo design options to the Vidalia Branding Steering Committee. From these options, the steering committee chose one logo and brand look to refine that best fit the community’s character.

The steering committee selected a logo based on the following guidelines:

» A simple and straightforward design that is easy to understand and remember.

» A design that will be timeless and not “go out of style.”

» A versatile design that can be used on a variety of print and digital platforms.

» A marketable design that will “look great on a T-shirt” and other merchandise.

» A design that captures Vidalia’s rural, small-town, and friendly character.

INSPIRATION

CITY OF VIDALIA’S LOGO DESIGN

The Vidalia logo design was inspired by nostalgic stories people shared, such as fun-loving teenagers driving up and down “the strip,” seeing Santa Claus at the annual Christmas parade, cheering on the high school football team, and dancing at the Onion Festival. The vintage look is reminiscent of old onion packaging and local farmers’ market signs. This logo design also aims to capture the way Vidalia onions are hand-planted and grown with care, represented visually by hand-drawn graphics emulating an engravers skill, and an aged texture that celebrates the imperfect authenticity of things faded in the Georgia sun. The color palette draws from photos of delicious local food, the traditional greens and yellows often associated with the Vidalia onion, vibrant red onion mesh bags, and festive celebrations that everyone remembers.

“Aren’t we already branded as the Sweet Onion City? Stick with that, run with that! Build around that.”

– Vidalia branding survey respondent

Color Variations

Horizontal

Color Guidelines

According to a University of Loyola, Maryland study, “Color increases brand recognition by up to 80%.”

Color plays an essential role in brand recognition and making the Vidalia logo stand out. A brand’s colors really matter, as people often see color before they read words or absorb the graphics in a logo. In fact, research indicates that 60 percent of the time people will decide whether they are attracted to a message based on color alone! (Source: www.colormatters.com).

Public input participants were unified on the color selection for Vidalia. The community preferred to keep yellow and green as the main brand colors because they have long been established in Vidalia’s marketing and promotional efforts. However, participants agreed that including some additional colors would give the Vidalia brand a fresh new look and reflect the vibrancy of the community.

“Since the beginning of time, green has signified growth, rebirth, and fertility. According to the 2019 Farm Gate Value report, Toombs County was listed in the top ten Georgia counties in total vegetables, with over $60 million in value (2019 Farm Gate Report, www.caed.uga.edu). Green is an ideal color to represent Vidalia’s agriculture industry and rural lifestyle.

Approved colors are outlined on the next page.

“Yellow is the most visible color of the spectrum. The human eye processes yellow first. Yellow is also the color of happiness, and optimism, of enlightenment and creativity, sunshine and spring” – and Vidalia onions are harvested, you guessed it, in the spring! (Source: Jill Morton, color consultant, www.colormatters.com).

USING COLORS OTHER THAN THE APPROVED PALETTE IS PROHIBITED.

PRIMARY BRAND COLORS

Primary brand colors are the main, consistent colors used most prominently in all graphics, publications, and signage. Vidalia’s primary brand colors are Vidalia Harvest (green) and Sunny Days (yellow), and they are central to the brand’s visual identity.

SECONDARY BRAND COLORS

Secondary brand colors are supporting colors and should be used sparingly as accents to complement the primary brand colors. They should not consist of more than 50 percent of the overall design.

Photographic Guidelines

Photography plays a key role in communicating your brand message. After all, a picture is worth a thousand words!

Whether used in PowerPoint presentations, on a website, or in social media posts, photos should be carefully selected to communicate Vidalia’s brand message and the story of the community.

USE HIGH-RESOLUTION PHOTOS THAT ARE OVER 150 DPI.

Use photos with people rather than just landscape and architectural shots to make Vidalia appear vibrant and active.

Select photos that reflect diversity so that your brand images represent everyone in your community.

Hire a professional photographer if you can.

Brand Color Hierarchy

5

4 1 2 3

Not all colors are created equal. This brand color hierarchy graphic shows how the colors of the Vidalia brand should be distributed.

Design Elements Guidelines

IT’S ALL IN THE DETAILS.

Vidalia’s visual identity is more than just the logo. Other design elements were created to capture Vidalia’s unique personality and story while adding versatility and visual interest to the Vidalia brand look. The following design elements can be used to create a variety of creative and eye-catching branded layouts, products, and more.

ONION SLICES

This graphic was inspired by relief printmaking, with slices of onions dipped in ink to create circular onion patterns. It can be used anywhere a bold graphic is needed to break up text, add texture, or add a pop of color.

ONION BAG PATTERN

Inspired by the bright red mesh net bags that hold Vidalia onions, this pattern adds a pop of red and texture to digital and printed layouts.

ONION PATTERN

This hand-drawn onion pattern is surprisingly elegant and inspired by etched botanical drawings of a bygone era. From baby swaddle blankets to website backgrounds to handbag patterns, the possibilities for this versatile graphic element are endless.

PEG ROW BORDER

Vidalia onions are planted in rows of three or four. This peg hole border detail is a subtle way to capture the perfect imperfect-ness of Georgia’s hand-planted specialty vegetable while adding visual interest to Vidalia’s brand design.

TYPOGRAPHIC PRINT

Capturing phrases from public branding meetings, this typographic layout gives the viewer a peek into what people love about Vidalia. It can be used as a framed print, postcard, background pattern, wrapping paper design, and more.

YUMION ILLUSTRATION

Not many towns, big or small, can brag that they have an official mascot. The same well-loved Yumion who draws hugs and applause everywhere he makes an appearance, had to also make an appearance in the community’s brand.

onions

pal

CITY DEPARTMENT Logos

City of Vidalia Police

CITY DEPARTMENT Logos

vida lia

AFFILIATED Partner Logos

Partner Logos

Applying the Brand

The new Vidalia Onion Festival logo is displayed on a banner across the top of the concert stage.

Vidalia Onion Festival Branding

The year 2022 marked the 45th anniversary of the Vidalia Onion Festival, a well-loved local tradition that has created memories over generations in Vidalia and beyond.

About the Vidalia Onion Festival

The year 2022 marked the 45th anniversary of the Vidalia Onion Festival, a well-loved local tradition that has created memories over generations in Vidalia and beyond. The mild spring weather and clear skies offered the perfect conditions for a fun time for all ages. Barefoot children ran free on the sandy soil carrying Dip-n Dots and hot dogs, as a maze of camping chairs covered the open grass. Thousands gathered with friends and family as the smell of funnel cakes hovered over the festive scene. Musicians played for a crowd that knew all the lyrics by heart, chanting ballads in unison. The evening came to a close with a fantastic fireworks display that was only matched by the brightness of the stars of a rural night sky. A symphony of car horns beeped as attendees relied on key fobs to help them find their vehicles among a sea of pickup trucks and SUVs. Those who remained danced the night away at a street dance party.

This year’s festival brought over 10,000 people to the Friday night concert featuring country music artist Lee Brice, and over 30,000 attendees to Saturday’s air show featuring the US Navy’s Blue Angels. Modern Midways Carnival added extra fun to the event. The 2022 Vidalia Onion Festival was by far the largest festival on record.

Thousands gathered to watch the Blue Angels perform at the 2022 Vidalia Onion Festival for their first festival appearance since 2015. The air show included six F-18 super hornet jets.

Festival

Festival Guidelines

COLOR GUIDELINES

The colors chosen for the Vidalia Onion Festival are the same as the City of Vidalia’s brand colors (see page 39), with the exception that “Onion Bag Red” has been used more prominently to give the festival a more vibrant look.

TYPOGRAPHIC GUIDELINES

The same fonts from the Vidalia community logo are used for the Vidalia Onion Festival, with the addition of a decorative script font, Milkstore 01 Script.

PHOTOGRAPHIC GUIDELINES

The Vidalia Onion Festival is a wonderful opportunity to capture photos of everyone’s favorite local pastime. Just like Vidalia’s community brand, photography plays an important role in telling the festival’s brand story. Make sure to use high-resolution photos that are over 150 dpi, and select photos that reflect diverse groups of people so that your brand images represent everyone in your community. Hire a professional photographer to ensure that your photos are high quality, giving you great images to use for marketing purposes.

Vidalia Onion Festival Logo

Vidalia Onion Festival Vertical Logo Format

Reversed

Phase

Where

start with rolling out a new brand?

BRAND LAUNCH PHASES for the City of Vidalia, City Department and Affiliated Partners*

Brand Launch, Phase I

» Step 1: Adopt the New Brand

» Step 2: Share Brand Design Files with Partners

» Step 3: Brand Launch Event

The process can sometimes seem overwhelming.

Brand implementation takes time and money.

The following guide breaks down brand implementation into smaller phases and steps.

» Step 4: Merchandise

Brand Launch, Phase II

» Step 5: Social Media

» Step 6: Websites

Brand Launch, Phase III

» Step 7: Communications

» Step 8: Physical Items

» Step 9: The Print Shop

» Step 10: Around Town

» Step 11: Co-brand with Partners

*Downtown Vidalia Association and Vidalia Convention & Visitors Bureau

For brand use, please contact: Alexa Britton, Executive Director

912-538-8687 | Email: ABritton@vidaliaga.gov

Vidalia

Convention & Visitors Bureau

Onion

Vidalia, GA 30474

Use this QR code to download the Brand Launch Phases

Vidalia Brand Launch

PHASE I / Step 1: Adopt the New Brand

F Make it “official.” The mayor and city council can vote to adopt the new brand to replace the old one.

F Encourage city employees to update their email signatures to display the new Vidalia logo. Tip: You may want to coordinate a day when everyone moves to the new logo together so that it happens simultaneously.

Brand Design Files with Partners

F Your partners will need access to the new logos, fonts, and colors. You can easily share the Vidalia Branding Dropbox folder that was provided to you by the Institute of Government team by opening the folder, rightclicking, and selecting “share.”

PHASE I / Step 3: Brand Launch Event

F Many communities like to celebrate the adoption of a new brand by revealing it at a special event. This can be a stand-alone event, or the reveal can be incorporated into another event, such as an annual parade or festival.

PHASE I / Step 4: Merchandise

F T-shirts, ball caps, car decals, license plates, and more.

PHASE II / Step 5: Social Media

Updating your social media pages is one of the fastest and cheapest ways to rollout your new brand. This is also a great time to replace

your key messaging and swap out any old photos that no longer convey your brand message or that need updating. If you want to incorporate a new catchy hashtag, now is the time. Vidalia could use #sweetonioncity, #besweet, or #lifeissweet, for example.

F TwitterF Facebook F Instagram

PHASE II /Step 6: Websites

Your website is like the front door to your community, and locals and visitors alike will see it. When funding allows, update your website with your new brand.

F Redesign city and affiliated partners’ websites to reflect the new brand.

F Work with your website developer to improve your search engine optimization (SEO).

PHASE III / Step 7: Communications

F Create a branded PowerPoint template for city employees.

F If you have an email newsletter, add your new logo and colors.

F Create new branded envelopes, letterhead, and thank-you card templates.

F Create a new branded business card template.

F Create new templates for printed materials such as forms and applications.

PHASE III / Step 8: Physical Items

F Update staff name tags.

F Order new embroidered staff shirts.

F Update city and affiliated partner vehicles.

PHASE III / Step 9: The Print Shop

F Design and print updated promotional brochures.

F Design and print new magazine advertisements.

F Print updated letterhead and envelopes.

F Print updated visitor guides and maps.

PHASE III / Step10: Around Town

F Install new branded gateway signs.

F Install new branded light pole banners.

F Install new murals that reinforce your brand look and message.

F Install new branded wayfinding signs.

PHASE III / Step 11: Co-brand with Partners

F Example: Insert city branding on Vidalia Onion Festival promotional materials and websites and also include festival branding on the city’s promotional materials and website.

F Example: Co-brand with surrounding communities that have local attractions.

F Example: Work with local hotels to place branded promotional information in their lobbies or rooms. Inform hotel employees about what to tell their guests to do in Vidalia. Create an incentive program for hotel employees to get people to come downtown or to visit the Onion Museum.

CREATING A BRAND THAT LASTS

Branding never ends. As your community continues to grow and evolve, so should your brand. The ideas outlined in this Lookbook were given by the people of Vidalia and inspired by this wonderful community. The Vidalia brand identity will continue to be a work in progress. What will remain are Vidalia’s values, sense of community, and, God willing, the sweetest onion ever grown.

For all uses of the Vidalia brand assets, you may not

Alter the logo in any way;

Place a logo too close in proximity to other content;

Use the logo in a way that suggests any type of association or partnership with another entity without approval;

Use the logo in a way that is harmful, obscene, or damaging; or

Use the logo in places containing content associated with hate speech, pornography, gambling, or illegal activities.

For brand use, please contact:

Britton Executive Director

Vidalia Convention & Visitors Bureau

Vidalia Sweet Onion Drive

The City of Vidalia is registering the phrases “The Sweet Onion City” and “Vidalia Onion Festival” and logomarks included in this Lookbook with the United States Patent and Trademark Office (USPTO).

There’s just something in the

soil

here. And we aren’t just talking about onions.

Rooted in tradition like the Vidalia Onion Festival and high school football rivalries, Vidalia is where shared memories are passed down for generations.

Vidalia’s name is known far and wide for its sweet onions – a name that rolls off the tongue with soft Southern drawl and a friendly smile.

Vidalia’s old soul remains young at heart, embracing the future with optimism and forward-thinking leaders.

Abundant with opportunity, Vidalia boasts international industries, small business success stories, excellent schools, and first-class healthcare.

This small town is bursting with Southern hospitality and is bound to entice you to stay. If you aren’t from around here, you’ll be acting like it soon.

Life is sweet in Vidalia.

For brand use, please contact: Alexa Britton, Executive Director

Phone: 912-538-8687

Email: ABritton@vidaliaga.gov

Vidalia Convention & Visitors Bureau

100 Vidalia Sweet Onion Drive Vidalia, GA 30474