City of Clovis logo — the Wrangler, riding a bucking horse remembered as Bronco Billy — has been redesigned, and is deliberately being rolled out.
It is one of three new logos the city has adopted — the others used in Old Town and Heritage Grove, the new Northwest Direction village under construction
The logos designed by Seattle-based Bruce Hale, of Bruce Hale Design. The visual artist has done work for leading brands such as Eddie Bauer, Harry & David, and Land O’ Lakes. He has also done work for Clovis-based P-R Farms, his first relationship with the city.
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“They (P-R Farms) had improved the logo and the style Heritage Grove as part of their work,” Kroll said. “They contributed the logo and the name for independent use in that area, and that was the derivation.”
During the improvement of the Heritage Grove logo, he continued, city officials began to consider renewing City of Clovis logo as well as good a formal logo for Old Town.
“The city logo has been around … since the mid-70s,” he said. “We talked to Bruce Hale about renewing the city logo because we are a little bit of a mixed community than we were in 1975. It is still a Bronco logo, but it is insignificantly more updated.”
“The new logo is a revitalization of what was the existing logo. Clovis is unusual in the way of a city in that it has a distinct heritage that is still relevant. We did not want to reject the identification that was already in place. What I did was change it to become more of a type than an instance, to make it a more modern image,” said Hale, who describes his method as “a modern story of favorite.”
One new enhancement: a gold star above the horse’s head. It serves the city’s support for its veterans and, in appropriate, approves those lost in battle. “There are not many towns that have that at the vanguard,” Hale said.
The Old Town logo, on the other hand, is entirely new. “Old Town never really had an approved logo,” Kroll explained. “Sometimes the light fixtures have been used as a logo — that you can see on our water turret — but that never got properly adopted. We recently renewed the particular plan that is going to guide the fate of Old Town, and we thought, as part of that program, it would be good to come up with a unique logo that could use in a kind of ways.”
The new Old Town logo, which depicts a separate lantern-like light fixture, pays ransom to the water tower.
“The goal was to make it a bigger symbol, and also to move it away from being Victorian because Old Town is not a Victorian-based building,” Hale explained.
It has immense importance for the entire Old Town area, said Kroll.
First and leading, he said, it will be seen on signage for Old Town’s new parking plan.
“Old towns like Clovis not prepared for cars,” Kroll said. “Unlike a purchasing center where you have parking fields right near your business, it is a little bit different. I do not think there’s anything greater than two blocks between a business and a parking lot, but sometimes they are hard to see.”
The new types, he said, will guide visitors to those public areas.
Beyond the parking plan, the logo might be used on anything from other Old Town signage to stickers and T-shirts. A unique version of the logo, specific to members of the Business Organization of Old Town (B.O.O.T), was also produced. Member companies might display it in their windows, Kroll said.
The new logos, he added, “actually represent Clovis. It is respectful of our legacy. We are not using our back on who we were for the last 100 years, but we also think it describes the history of the community Clovis is becoming.”