Florence introduces new brand identity - WMBFNews.com, Myrtle Beach/Florence SC, Weather

Florence introduces new brand identity

The new brand rolled out by the city of Florence is "Full Life. Full Forward. Florence." (Source: Audrey Biesk) The new brand rolled out by the city of Florence is "Full Life. Full Forward. Florence." (Source: Audrey Biesk)

FLORENCE, SC (WMBF) - For the first time ever, the city of Florence is rolling out a new branding for the city.

It was publicly announced on Friday morning with the Florence Downtown Development and the Florence City Council.

The logo is "Full Life. Full Forward. Florence." The city said its not just a new brand, it's a new identity.

The branding movement has been more than a year in the making, following the surveying of hundreds of residents, businesses and students to find the perfect vision.

“We feel the new branding is representative of Florence and look forward to sharing it with the community at the launch event. It is our hope to promote our community and future progress with a clear message developed through the new branding.” said Drew Griffin, city manager.

For the past 15 years, people have seen the same city logo, but the city said it failed, and now wants the community to be a part of it.

There is no better time than right now for a new brand, according to Mayor Stephen Wukela, who cited the progress and movement forward that is clear in the downtown area. 

“People find themselves here accidentally sometimes, and then decide to stay here for their entire lives and that’s because there is a rich life here in Florence and there is good people here," Wukela said.

Ezra Brown is the newest business owner in downtown of Soule Cafe. He said he didn’t find himself here accidentally. He is from Florence, but making the choice to come back home after many years is a decision he made on his own.

"Florence right now, it’s at a peak," Brown said. "It's at an area right downtown and it’s the epicenter. This is the nucleus of what happens in the Pee Dee and we can spread that love right now of what’s going on to the rest of the Pee Dee."

Soule Café is part of the vision to move forward in Florence. Brown wanted to create a place downtown hasn't seen yet.

"I wanted a place where people can feel what the world has to offer, too. Since we didn't have very many new things before, we can start the new things now in Florence the way it is, because the people are here to do it," Brown said.

The City of Florence, Downtown Development, and the Convention and Visitor's Bureau want people to incorporate the new brand into the fabric of their community. Free workshops will be offered Monday, April 3 from 2:30 to 5 p.m., and Tuesday, April 4 from 9 to 11:30 a.m. at the Greater Florence Chamber of Commerce, located at 100 W. Evans St.

"We’re talking about forward. The city brand right now is talking about moving forward and that’s what we are trying to do," Brown said.

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