Tuesday, November 21, 2017
News Roundup

Pasco takes flight with new logo and marketing slogan

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DADE CITY

Pasco takes flight with logo, slogan

"Open spaces. Vibrant places'' is replacing "Room to grow,'' "Bringing opportunities home'' and an assortment of other marketing brands for Pasco County.

Commissioners on Tuesday approved a new logo and marketing slogan to build Pasco's brand name as a place to visit, live and do business. The new logo features a rising sun as the "o'' in Pasco with a sandhill crane taking flight in front of it. Beneath it are the words "Open spaces. Vibrant places'' with "vibrant'' underscored and in italics.

It will replace the traditional county seal — which features the Historic County Courthouse in Dade City — on letterhead, vehicles, signs and the county website.

The idea of the slogan is to tie together a diverse county that features rural land, parks, nature preserves and other unspoiled acres amid an area that also is booming with shops, small towns, quality neighborhoods and plenty of recreation.

"If we don't have a place to sell, it's hard to make a sales pitch," Melanie Kendrick, acting program administrator for the county's Office of Economic Growth, told commissioners.

The sandhill crane is "symbolic of Pasco County as it's taking flight," said Jennifer Lachtara, marketing and communications coordinator for the Pasco Economic Development Council, who designed the logo.

The logo first appeared on the MyPasco smartphone app in May, and the eventual changeover will take up to two years to complete. It will replace and in some instances accompany 20 different logos used by the county.

Only Commissioner Jack Mariano dissented, saying he favored Hernando County's "Adventure Coast" campaign and thought Pasco should similarly take advantage of its expanding recreational opportunities, including SunWest Park, an adventure zip-line park outside Dade City, skydiving and a new ice arena under construction in Wesley Chapel.

C.T. Bowen, Times staff

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