Branding Downtown Logan Utah

A group of my colleagues and I were given the task of re-branding the downtown district of Logan Utah. The downtown area has many shops and restaurants as well as a historical district. The Logan Downtown Alliance wanted to re-brand the city in order to attract more people downtown including making Logan a vacation destination for tourists and not just a gateway to other outdoor adventure towns.

My group and I decided to brand downtown after local folklore, the legend of Old Ephraim. Old Ephraim was the biggest bear every recorded and it was killed in Logan canyon around the turn of the century. We decided to give the downtown are that feel by giving shop owners the opportunity to purchase artistic bear statue they could put outside their store. We suggested that shop owners create merchandise revolving around the bear.

The big idea we came up with in order to attract visitors downtown was to create a plaza filled with shops, restaurants and outdoor gear and demonstration shops because Logan and the surrounding area is an outdoor sports Mecca. Right now, rock climbing is the big hobby among all of Logan's residents and students of Utah State University. In the center of this plaza will be a 75ft. rock climbing wall shaped as a bear standing on two legs. This plaza will not only make people aware of local culture and folklore but it will attract students, families and visitors from around Utah to come and explore Logan and climb the bear. Below are examples of logos, bumper stickers,  a banner example, a brochure and a vision of what this would look like. Downtown Logan would effectively accomplish its goal of bring more people downtown by using this branding idea and strategy.