Clearfield city still working to improve image

Aug 1 2011 - 6:08pm

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CLEARFIELD -- The city is attempting to unify its presentation of a new city logo to the public as it also gears up a marketing campaign.

The city council voted to authorize a new official corporate seal for the city. In April, the city council adopted a new logo to reflect its support of Hill Air Force Base and its related industries, as well as the manufacturing presence in the city.

Because the current official seal incorporates the old logo, the city wanted to move forward with updating that seal as well. Clearfield had used its old logo since January 2000.

Interim City Manager Adam Lenhard said its important to have a consistent message and presentation.

"We are working on a really comprehensive marketing plan," he said. "Part of that is making sure that everyone uses the same letterhead, the same logo. We want to promote a consistent image to the public.

"This is one more little thing," Lenhard said.

Having the logo and the seal match adds to the consistency.

"It shows that this is Clearfield City," Lenhard said. "It just makes sense to have a professional image that is consistent."

The seal is used on official documents. Now with the logo and seal approved, the city is on its way to a consistent message. Both are steps in the current marketing effort.

Clearfield's marketing effort is centered on advertising and branding the city as a great place to do business. Its tag line is: "We've got it made."

The campaign is expected to benefit the city, but it is not using city funds. Instead, it is using increment dollars from the Clearfield development and renewal agency money. This basically means it is using money from current businesses to attract more businesses.

There is $40,000 budgeted for the campaign in 2012 fiscal year, which started in July. There will be two more years with $40,000 in funding each for the campaign.

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