City Unveils New Logo, Slogan “Experience the New”
By Robin Vinci | Editor at January 26, 2024 | 5:00 pm | Print
In an attempt to re-brand the City, officials unveiled the new slogan and logo, at the New Britain Museum of American Art on Tuesday.
The logo is of a honeycomb that is also a bee in flight design in yellow and black. The slogan, chosen from four by the City Journal Facebook group, is “Experience the New”. The word “new” is a bold maroon and “britain” is gold in lower case.
“This is an exciting day for the City,” said Mayor Erin Stewart. “The question we asked was what is our City brand? How are people describing New Britain? We have been known as ‘Hard Hittin’ New Britain’ and it’s a logo that stuck because of our successful sports teams. But is Hard Hittin’ really what we want to stand for?”
A group of stakeholders from City Hall, the school district, Greater New Britain Chamber of Commerce, the arts community and more came together to look at what New Britain is as a community.
New Britain is Connecticut’s 8th largest City with a population of over 73,000 people who are culturally diverse.
“We are known for innovation and a community that embraces change,” said Mayor Stewart. “Visitors are frequently amazed at all the City of New Britain has to offer.”
That includes Little Poland, Barrio Latino, museums, theaters, sports, restaurants, hospitals and parks.
The group decided to focus on the fact that the City is full of surprises.
“We are at a time in our City’s history when development and progress are under way in a way we haven’t seen in decades,” Mayor Stewart said. “It’s time for us to tell our story.”
Four students from the YMCA turned over the boards with the new City logo and slogan.
The new logo will be on a variety of materials, advertisements, promotional items and in television commercials.
“We really haven’t had a consistent effort to promote the City in several years. ‘New Britain is the Place to Be’ is from the early 80’s,” said Former Mayor Tim Stewart who is now the Director of the Greater New Britain Chamber of Commerce. “It became apparent to us that this was very long overdue.”
Kim Vallanti, a Creative Strategist Visual Communicator Designer, came up with the logo.
“After many design concepts were evaluated, the design and new brand identity was chosen because of several core design elements that reflect the City’s history connecting to unity and the positive changes that are taking the City in a new direction,” said Vallanti. “The type face is modern and exciting. The color pallette is vibrant. The graphic is a fresh interpretation of the beehive theme that represents the industrious past and future.”
Vallanti said the intent was to create a flexible identity that defines the City in a new way and a tagline that encourages residents and visitors alike to experience the new.
Several attendees of the event were excited about the change.
“I think it is a nice variation of the beehive theme. I like the thought behind it that the honeycomb is made up of different parts that all work together,” said Paul Salina, Assistant Superintendent of Schools.
“I love it. It is the perfect opportunity as we recently re-branded as well,” said School Superintendent Nancy Sarra. “It’s a new look.”
“We have come a long way from the New Britain is the Place to be logo from 1983,” Mayor Stewart added. “We know how great the City of New Britain is and it’s time to take our positive stories beyond our City limits and show that to the rest of the State and New England.”
