Will a new logo and slogan bring people to Newport?

NEWPORT – Can a new logo and a new slogan bring people to Newport?

Newport officials seem to think it will help.

The city commission showed support this week of the two years of prep work a local advertising firm and business leaders have put into creating a new brand for Newport.

They will vote on whether to further pursue the branding effort at their Feb. 23 meeting.

It seems like they will.

"I absolutely support the branding of the city," said Mayor Jerry Peluso. "We need to do that to differentiate your community from other communities. We need to demonstrate everything we have to offer."

Covington just rebranded itself with a $120,000 federal grant. That money got the city a slogan — "Covington's Alive!" — and a new logo with a "C" that ends in a hand waving or doing other gestures. It also paid for signage, promotional videos, merchandise and other promotional materials.

What, if anything, Newport will invest in its rebranding effort isn't known.

"I've always been educated that to be successful and make money, you need to invest — invest in yourself," said Newport Commissioner Frank Peluso.

Unlike Covington, which contracted with San Francisco-based Landor Associates, a local firm is doing the work for Newport. The Think Shop has done focus groups, surveys, and other work free of charge for the past two years in preparation for rebranding Newport.

"I've been in Newport since 2006 and become very passionate about the city, its residents, its businesses," said David Dalton, principal of The Think Shop.

Now they are ready to get the OK from the Newport City Commission. Dalton on Monday presented a promotional video that spliced Newport neighborhoods and events like Italianfest together with cheerful music.

"After seeing that, I want to move there," the mayor mused after seeing the video.

Dalton's presentation showed logos from international cities like Dusseldorf and Amsterdam. His presentation didn't shy away from Newport's "Sin City" past, but rather made use of historic images of Newport's gambling dens during its time as a haven for organized crime 50-plus years ago. What Newport will end up doing and how much it'll cost will depend on the city commission.

Dalton said the city's brand should matter to residents.

"It's a sense of pride," Dalton said. "I can use the example of a sports team: People can latch on to UK or UC or the Reds. They follow that team spirit, that logo to stand behind."