CA saw a growing need for a logo with more flexibility, such as on social media networks, where logos are required to adapt to small, tight spaces. Also, the People Tree image is often used as a symbol for Columbia, as demonstrated via the use of it by several other businesses and organizations in the community. CA also sought a unique representation for branding purposes, which meant a change to the current logo. Equally important, the community is in a time of change. With the development of Symphony Woods Park, the Downtown Plan and the first round of new housing units being developed in Town Center, mall redevelopment and a new generation taking root and starting families, the time was right to redesign the logo.
“We thought it wise to make a change,” says Valerie Barnard, CA’s director of Sales and Marketing. “CA owns the People Tree statue located at the Town Center Lakefront, CA does not own the trademark to the image.”
The development of the new logo was a collaborative process between CA’s marketing department and Redhead Companies, a local marketing communications company. CA’s new logo gets its “roots” in the People Tree statue. The new “tree” is comprised of people with open arms in each leaf of the top of the tree. The arms and the people connect to one another. As the logo is designed to be flexible and used in different ways depending on space availability and other factors, the logo appears in several styles. “When the logo appears with the tree trunk,” says Barnard, “it gives people a feeling of moving forward while holding on to our past. The circle of the tree signifies this community, different, yet complete; each person adding to the whole of the community. The colors represent the sky and earth; and indicate health, growth, happiness and fun.”
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