ERVING — A new logo and branding package that will be used in official town materials is expected to begin appearing in publicly visible places later this year.
The branding features imagery of the Connecticut River and French King Bridge, and sets a complementary color palette for use alongside the logo.
Intended for use on town signs, buildings and government communications, the branding is part of a larger effort to establish a coherent identity for Erving, according to town Planning Assistant Mariah Kurtz.
“Basically, everything in town will look cohesive,” she said.
It also ties in with a study conducted last year by a class at the University of Massachusetts Amherst, which sought to identify the assets of Erving Center and to offer ideas for future development. In public forums conducted as part of the study, residents frequently pointed to the area’s natural resources and opportunities for outdoor recreation.
A logo and a letterhead were finalized by the Selectboard in the fall, after several months of working with Tiny Town Marketing, a company based in Orange.
Now the Selectboard is finalizing the new business cards, and will likely choose a design in the next two weeks, Kurtz said.
At that rate, the new branding will probably begin appearing in town communications by February, Kurtz said.
But most residents probably won’t notice it until later this year, when it will begin appearing on town vehicles and on new signs, she said. The Highway Department is working with vendors to create decals for town vehicles.
Otherwise, the earliest use of the branding will probably be at the Park Street park, which is being renovated this year, Kurtz said. Similar signs will appear at other parks later, but probably not all this year, she added.
The “Welcome to Erving” signs on Route 2 will also be replaced with a new sign in the new style, but a date is not known yet, Kurtz said.
In the longer term, she said, as the town renovates or replaces its buildings, the designs will likely reflect the new style as well.
Reach Max Marcus at mmarcus@recorder.com or 413-930-4231.