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February 17, 2021

Lewiston unveils new logo as part of city marketing campaign

Courtesy / City of Lewiston
The new logo for Lewiston incorporates elements of the original city seal, and references Lewiston's industrial heritage, officials say.

The city of Lewiston is rolling out a new logo and a new branding campaign in an effort to boost economic development, but the new look also pays homage to the past.

The visual elements of the brand were unveiled Tuesday evening and approved by the City Council after more than a year of development by city staff and an Auburn branding and marketing agency, Warp + Weft.

The new logo features a honeycomb image, similar to the beehive symbol of industriousness found in the original Lewiston seal, according to a news release. The honeycomb is combined with a keystone shape referencing Lewiston’s history, architecture and central role in Maine. The color palette is described as “brick meets sky.”

“The logo, visuals, and messaging build on Lewiston’s heritage, highlight diversified opportunities in present day, and complement our ongoing economic development initiatives and plans for the future,” City Administrator Denis D’Auteuil said in the release.

The brand identity was developed through a process that drew input from a cross-section of Lewiston residents, business and community leaders, city officials and staff, and others. Warp + Weft held 21 focus groups and public sessions and conducted surveys that generated 14,000 answers to an average of 33 questions.

Jennie Malloy, director of strategy and a founder of Warp + Weft, said, “A strong brand isn’t built on generic appeal or saying the same thing as the competition. It’s built by honest authenticity and in defining differentiators that can be delivered on as promised. Lewiston is a growing city full of possibility, offering all the potential of a vibrant and diverse city balanced by a strong hometown sense of community.”

Lewiston Mayor Mark Cayer added, “The city of Lewiston is a unique hometown with endless potential and boots-on-the-ground community partners who get things done. The new brand will enable all of us to rally even more effectively around our proud heritage and to tell our continuing story of success, growth and vision for the future.” 

The city did not immediately provide information about the cost of the campaign, but said it's covered by general fund budgets for 2020 and 2021. D’Auteuil is now introducing the logo for use across municipal departments, and other displays of the brand will be unveiled in a campaign kick-off this summer.

The Lewiston logo launches as municipalities in Maine and nationwide pay more attention to their branding. The city of Caribou has been considering a redesign of its logo, although officials there recently balked at the estimated $50,000 to $80,000 cost of the project.

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