New City Branding Unveiled At Council Meeting

Tuesday, November 19th, 2024

The City of Dalton's heritage as the Carpet Capital of the World is enshrined in a new City logo and branding concept that was approved by the Mayor and Council on Monday night. The new logo and branding was studied by a committee of City staff and Dalton residents and designed by the Decatur, Georgia-based Confluence design consulting firm. 

The new logo and branding was unveiled by Assistant City Administrator Todd Pangle who served as the chairman of the logo committee. Pangle told the Mayor and Council that the design took shape after a series of meetings with the designers where the team discussed creating a logo reflecting Dalton's history and also the community's hopes for the future. Dalton is the home of the carpet and floor covering industry and that heritage was taken into account by the designers, along with the natural beauty of the northwest Georgia mountains and Dalton's multicultural heritage. 

Caption: An example of the new City logo and branding

"The logo stands for more than just something that looks good or is appealing," Pangle said. "It actually represents the history of our City as well as where we believe our City is going."

CLICK HERE to watch the unveiling of the new logo and branding at the City Council meeting

The logo features interwoven fibers which represent Dalton's carpet and textile manufacturing history that form a stylized letter "D" in the negative space where the fibers intersect. The designers said that their choice of the interwoven fibers concept "underscores the interlaced connection of Dalton and the carpet mill trade." The designers also said that they chose to create the letter "D" by interweaving fabric because "the interwoven fabric infers strength of community... the letter 'D' (is) created out of the interweaving of people, cultures, and industry comprising the full community." 

The branding concept also includes a color palette and distinctive typeface fonts that will be used by the City in communications such as emails and letterheads. The color palette is characterized by a dark shade of green with shades of orange, green, and white as accent colors.

CLICK HERE to review the logo and branding materials

Pangle showed the Mayor and Council examples of how the logo and branding could be used on City vehicles and also signage or banners around the City of Dalton as well as clothing and uniforms.

The Council voted 4-0 to approve the new logo and branding. Mayor Annalee Sams typically only votes in the event of a tie. With the Council's approval, the design firm will now begin working on the final deliverables for the design, with artwork and higher resolution versions of the logo which can be used to create banners and clothing as well as other uses of the logo and branding. Residents can expect to begin seeing the new logo and branding around Dalton next year. 

Caption: An artist's rendering of how the new logo could be displayed on a banner in downtown Dalton

The logo committee was comprised by Pangle, Chief Financial Officer Cindy Jackson, Public Works Project Manager Jackson Sheppard, Administrative Assistant Kim Witherow and Dalton residents Luis Prieto and Allyson Coker from Believe Greater Dalton.