Press Log August-September
Nashua's new motto: ‘Dare to begin’ Union Leader Tuesday, August 6, 2013
NASHUA — A new logo and tagline intended to serve as the core of the city’s rebranding initiative were unveiled to city officials on Tuesday. A threedimensional logo incorporating a rising yellow sun, a blue infinity symbol representing the Nashua and Merrimack rivers, and a splash of green to highlight New Hampshire’s beauty are all a part of the new logo. The aldermanic Planning and Economic Development Committee was presented with the new logo and tagline, “Dare to begin,” receiving praise from city officials. The branding initiative, a collaborative effort between the city and the Greater Nashua Chamber of Commerce, has been in the works for more than a year. Although aldermen were introduced to the new brand on Tuesday, it will be officially unveiled to the public this fall. When the settlers arrived at the junction of the Merrimack and Nashua rivers nearly 300 years ago, they dared to begin a new community, according to Tom Galligani, the city’s economic development director. He said the tagline also encourages businesses and citizens to think big, tackle the impossible and take risks. It is a challenge to those who already live and work here, and an invitation to those who are considering a move into Nashua, he added. “It is a call to our city collectively. How will you dare to begin?” said Galligani. Chris Williams, president of the Greater Nashua Chamber of Commerce, described the simple phrase as an inspirational message to anyone inside or outside of the Gate City. Bill Schick of MESH Interactive Agency of Nashua has helped with the city’s rebranding efforts. “Nashua is a tapestry of different people, businesses and organizations,” Schick said. Using the power of three colors — yellow, blue and green — along with the infinity symbol, the logo represents the city’s ability to keep things in motion and continuously reinvent itself for the better, Schick said. Williams echoed those comments, noting the importance of staying, working and playing in Nashua. It is critical for people to keep coming back to Nashua throughout the various stages of their career and life, Williams said.
“We are always on the go and always on the move,” he said of Nashua. Last year, the city hired North Star Destination Strategies of Tennessee and MESH Interactive Agency of Nashua to spearhead the city’s new branding campaign and help create a strapline and logo to market Nashua. The $100,000 project is a joint effort by the city and the Greater Nashua Chamber of Commerce. Also recently hired was New Sky Productions of Nashua, which has signed a contract with the city to create two promotional videos.
Nashua, NH, has new city logo, tagline
VALLEY NEWS (BY WAY OF ASSOCIATED PRESS) Thursday, August 8, 2013 NASHUA, N.H. (AP) — The city of Nashua, N.H., has a new tagline as part of a rebranding campaign: "Dare to begin." The phrase harkens back to the pioneering spirit of the city's early inhabitants and the potential for growth. The city also has a new logo. A swath of orange at the top represents the rising sun. Two blue lines are wrapped into an infinity symbol, calling to mind the two rivers that converge in Nashua. A patch of green represents the state's trees and hills. The Telegraph reports (http://bit.ly/19e7SW3) Tom Galligani, the city's economic development director, says the tagline will serve as a challenge to business leaders to start new ventures and products, and as an invitation to new residents. Regarding the logo, "the infinity symbol really represents our ability to keep things in motion and to reinvent ourselves constantly," brand designer Bill Schick, of MESH Interactive Agency in Nashua said at a meeting of aldermen this week. The effort is collaboration between the city and the Greater Nashua Chamber of Commerce.
Reactions pour in over new Nashua logo The Telegraph Monday, August 10, 2013 The city of Nashua's new logo was unveiled Aug. 7, 2013. A swatch of orange near the top represents the rising sun, and alludes to the opportunity for new beginnings. The two blue lines wrapped into an infinity symbol call to mind the two rivers that converge in Nashua, and also represent the idea that possibilities are limitless in the city. A patch of green in the bottom left represents the natural beauty of the state’s trees and hills, and is also meant to convey the idea that high-tech businesses will provide a foundation for Nashua’s economy in the future. Launching a new brand presents some inherent risks – especially when you’re putting a new face on an old institution. Just ask the public relations team at the University of New Hampshire if you need proof. With that knowledge in mind, the brain trust behind Nashua’s rebranding campaign cautiously pulled back the curtains last week on a new logo and slogan that will represent the Gate City. Representatives from the city, the Greater Nashua Chamber of Commerce and MESH Interactive Agency, a local creative firm, were on hand Tuesday night to give residents their first glimpse of the city’s new image. The result was a colorful, high-concept graphic to encapsulate the city’s selling points, as well as a tagline that throws down the gauntlet for prospective residents and businesses. “Dare to Begin,” the new slogan, is intended to harken back to the pioneering spirit of the city’s early inhabitants and the potential for new growth in the future. The tagline is paired with a circular logo resembling a rising sun. The center depicts Nashua’s two rivers wrapped into an infinity symbol, while a patch of green in the bottom calls to mind the state’s trees and hills.
Reactions have been pouring in since the branding elements debuted on NashuaTelegraph.com several days ago. Some have questioned the cost of the $110,000 endeavor, which was funded jointly by the city and the chamber. Others have praised the idea as forward-looking. “I love that this logo is not just a symbol on a piece of paper,” Christine Haigler-Hugh wrote. “There is meaning behind each color and section. Meaning that each and every one of us living and working in the City of Nashua can relate to. Now that the logo and tagline have been made public, it’s up to the public to live up to the brand.” Another thread of conversation centered on whether the blue shape in the middle really constitutes an infinity symbol, or whether it would be more properly classified as a Mobius strip. Others have perceived similarities between Nashua’s new logo and marketing materials of the past, such as the “O”-shaped logo that embodied President Barack Obama during his re-election campaign. Another observer saw a resemblance to Comfort Inn’s red-and-orange sunset symbol. That probably isn’t the direction Nashua’s branding gurus were taking, but who knows? If all else fails, the city could start offering a free buffet breakfast. Share your thoughts about the city’s rebranding campaign online at NashuaTelegraph.com. Visit bit.ly/15QAK4v and leave your opinions in the comments section.
Nashua’s new logo, tagline draw mixed reactions in Facebook comments The Telegraph Sunday, August 11, 2013
The city of Nashua's new logo was unveiled Aug. 7, 2013. A swatch of orange near the top represents the rising sun, and alludes to the opportunity for new beginnings. The two blue lines wrapped into an infinity symbol call to mind the two rivers that converge in Nashua, and also represent the idea that possibilities are limitless in the city. A patch of green in the bottom left represents the natural beauty of the state’s trees and hills, and is also meant to convey the idea that high-tech businesses will provide a foundation for Nashua’s economy in the future.
The city of Nashua unveiled its new logo and tagline at an aldermanic Planning and Economic Development Committee on Tuesday. The orange, blue and green globe-shaped logo came complete with an explanation. The orange represents the rising sun, and alludes to the opportunity for new beginnings. The two blue lines wrapped into an infinity symbol call to mind the two rivers that converge in Nashua, and also represent the idea that possibilities are limitless in the city. And the patch of green represents the natural beauty of the state’s trees and hills, and is also meant to convey the idea that high-tech businesses will provide a foundation for Nashua’s economy in the future. The tagline, also in orange, is “Dare to Begin.” This latest result of the city’s $110,000 rebranding campaign, which began last year, is drawing mixed emotions – and some friendly debate – through Facebook comments. “It is an inspirational tag line, but in my humble opinion surely not original or creative; ‘Dare To Begin’ is out there on a number of music CDs, SelfHelp/Improvement Blogs & Sites, written works, etc. I think this may be the first time it has been used as a brand-line for a municipality, so that is new,” wrote Alan S. Manoian, who was Nashua’s assistant director of economic
development and downtown development manager from 1994-2003. “The image logo is pretty cool, but Nashua’s cultural/heritage identity is not pastoral & rural (as most folks from other parts of the country think all NH is; what made Nashua was not green hills & pretty rivers), instead it is about how diverse peoples from all over the world built Nashua through architecture, engineering, innovation, land, and water working together; that’s what I see as the authentic & eternal Nashua, NH. As was written in a 1863 composition by a Nashua millgirl at the Jackson Mill, “We in Nashua prefer to grow corn, and not roses.” One longtime Nashuan disagreed. Peter Tamposi felt the message was on the mark. “Having grown up in Nashua and now raising my family here, I get where the new logo is coming from,” wrote Tamposi, owner of Tamposi Law Group. “I took a chance by starting my own law practice in Nashua, and I know there are many more people who will come behind me and the rest of us, looking to start their own business ventures. Both sides of my family took the same risk, each stopping in various New England cities along the way, but ending up here. This logo tells all of us that it’s okay to take that sort of a chance, and that those who do that can succeed here in Nashua. Since this brand is meant to attract more companies here, I think it’s exactly the sort of message we should be sending out.” Brian Rourke agreed with Manoian’s comments that the logo didn’t seem to fit in with Nashua’s heritage. “Ugly … the logo looks plain and vanilla and has no significance to Nashua whatsoever, no matter what spin they want to put on it,” Rourke wrote. “Looks like a logo that would belong to a town perhaps on an Ocean or something in California. Nashua is the ‘Gate City’ and should have incorporated that significant part of the City’s history into the logo. Awful. Its a cookie-cutter type of logo.” The Gate City inclusion is a common theme among comments. “My position is this. If a logo does not shout out the message about our city and requires the explanation you set forth in order to understand it – the
logo is lacking something. Our city is the ‘Gate City.’ The mayor just installed a new ‘gateway’ to safety for pedestrians to cross Main Street safely. It has a big, brass ‘N’ on the gate. There is no mixed message there. The message is clear and concise. I would hope our logo would do likewise,” Judith Hogan wrote in response to Chris Malloy, who is a Greater Nashua Chamber of Commerce member and owner of Community Events LLC. Malloy shared his views with Hogan, pointing out that subjectivity comes into play. “Judith, first of all, thank you for asking me and caring enough to post your opinion. I will gladly lay out my thought process for what I like about this tagline and logo,” Malloy wrote. “I think we should keep in mind; that like many things in life, this logo and tagline are subject to interpretation, taste, expectations, and other subjective factors. There is no ‘wrong’ opinion. Therefore, I will not try to convince you that my opinion is any more ‘right’ than yours. I will however share my point of view and add to the discussion. “My post refers to the logo and tagline collectively. So, when I refer to Nashua’s ‘pioneering spirit’ I am referring as much to the ‘Dare to Begin’ tagline as I am the logo. If you look back at Nashua’s history, from discovery and settlement, to industry through revitalization until now, you will see that Nashua was built by pioneers, by people who took chances, and innovated; people who embodied the spirit of ‘dare to begin.’ “As far as the logo design itself; For me, there are few things, more inspirational than a rising sun and potential of a new day. I see the two rivers in the logo that make up the physical geography of our city and the metaphor of constant motion and improvement presented in the infinity symbol. “Finally, the green representative of growth and the outcome of efforts from people in the community’s various sectors.” Malloy is just one of many Greater Nashua Chamber of Commerce members who are pleased with the rebranding effort. “I have lived here since I was born and have worked in our local community for a long time,” wrote Rob Prunier, principal owner of Harvey Construction Corp. “I also have a young family that keeps me very busy with lacrosse
games and everything else under the sun. Given that this is my home, I want say that I’m extremely impressed with how much work has gone into this project. It was led by our local elected officials and by our local Chamber, and the new logo was created by a local company. Furthermore, a large number of local companies donated money to fund the project. This is awesome for our community’s spirit, and we should be proud of the fact that we have so many different local stakeholders who were involved in this effort. Now, we all just need to find ways to own part of the strong message! Be proud of this City, we are on the right path.” Christine Haigler-Hugh, CPA/supervisor at Melanson Heath & Co., also is in favor, offering a challenge to city residents and workers. “I love that this logo is not just a symbol on a piece of paper,” she wrote. “There is meaning behind each color and section. Meaning that each and every one of us living and working in the City of Nashua can relate to. Now that the logo and tagline have been made public, it’s up to the public to live up to the brand. I challenge you Nashua, to Dare to Begin!” Some who commented chimed in with their thoughts on what the logo looks like. “Looks like a sideways Ying that lost it’s Yang ............ maybe it’s the Lone Ranger wearing a yellow dew rag? this is terrible,” wrote Michael Fox, a Nashua resident. In response, Paul Garant, a member of the Nashua Board of Fire Commissioners, wrote, “The more I look at it the more it looks like the head of some angry computer game character.” And then in another comment, “Maybe a Ninja turtle???” And one person wants to hear what you think. Hogan posted that Aldermanat-Large Mark Cookson is looking for logo feedback. he can be reached at email@example.com. Join the conversation at www.nashuatelegraph.com/topics/dare-to-begin.
City's New Logo: Nashua's Got a Brand New Brand Patch Monday, August 12, 2013
After 18 months of planning and brainstorming and tweaking and finetuning, the big splashy public reveal of the city's new branding logo and slogan – "Dare to Begin" – scheduled for the end of September, inadvertently trickled into the public eye. Without the proper fanfare, the city and Chamber, who are equal partners in the $100,000 branding campaign, are doing their best to keep moving forward to promote the campaign in advance of the Sept. 25 public unveiling, said Chris Williams, President and CEO of the Greater Nashua Chamber of Commerce.
"My biggest concern was that the logo would get preemptively introduced," Williams said, referring to an inadvertent leak of the logo during a recent aldermanic committee meeting. As splashes go, it's all water under the bridge now. "We are going forward with our eyes wide open, making sure we do our due diligence in answering questions the public may have. That said, we feel good about the finished product. After spending a year on this, we feel especially good about the buy in we've received, not just from the city's elected officials, but from the private sector officials, who've given us their endorsement – and their dollars," Williams said. That is the key to this, or any municipal branding campaign, said Tom Galligani, the city's Director of Economic Development – creating a sense of place that can be marketed to businesses, young professionals and families. "A lot of us in the city, whether it's Real Estate, or universities or apartment owners, are trying to attract people to Nashua. This branding campaign is a means to get our act together and speak in a coherent, consistent voice, talking about the great things Nashua has to offer," Galligani said.
"It allows us to be more efficient and effective in getting the word out about Nashua," he said. As explained in a power point presentation (see still image below) the logo is a 3-Dimensional circle in orange, blues and green – the orange at the top represents a sunrise, and figuratively suggests new opportunities. In the center is an infinity symbol in two shades of blue, which represents the city's two rivers, intertwined and infinite. The green at the bottom is an expression of NH's natural beauty as well as the future of our economy, which is building on high-tech and "green" technologies. The complete narrative behind the tagline stems from what emerged as a common theme in the city's 270-year history, explained Williams – from companies that dared to "think big" to those early settlers who saw the confluence of the Nashua and Merrimack rivers as an opportunity for commerce and convenience. Williams said the branding campaign is not only a necessary step, but a critical one for Nashua. "This is much bigger than a city brand. The Chamber is also unveiling a whole new brand for our organization, and what's neat – and what you don't see happening in any other community – is that the private sector and public brand are designed to complement each other," Williams said. According to a story about the dollars and sense of branding campaigns on governing.com, companies like North Star, which initiated the research for Nashua's rebranding, can "help repair a city’s image problem and raise awareness of what makes a city a good place to live." The story quotes Alison Maxwell, deputy director of economic development for Glendale, Calif., who says that if a city is a "living, breathing, amorphous entity," then "good branding can bring the sum of the parts together and give you a hook to hang your identity on.” Williams and Galligani point out that while North Star's research helped launch the rebranding effort, it was Bill Schick of Nashua's own MESH Interactive Agency that helped synthesize that information into a 3-D logo and slogan that is as respectful of Nashua's past as it is reflective of the present and future.
"Dare to Begin" is not just a challenge for the future, but a reminder that all the things that have happened in Nashua's history happened because someone dared to take a chance, Williams said. "A brand is much more than a visual image; it's a mindset, intended to recognize those who came before us who took chances and allowed Nashua to be what it is today, and a challenge to us to think bigger," Williams said. In conjunction with the rebranding effort, the city's school district is also planning to launch a new website, and Symphony NH will kick off its next season with a musical "Dare to Begin" theme, Williams said. "That's really neat," Williams said. On Sept. 25 the Chamber and the City will co-host an official unveiling, to be held on the rooftop of the High Street Garage with a deliberate backdrop â€“ the rivers and the millyard, Williams said. "We believe our river and millyard represent Nashua's history and that backdrop will be a source of redevelopment of economic opportunities over next 10 years in our city. Choosing that particular venue site was strategic because we wanted a place to salute our past, but one that also harkens to our future â€“ and of course, we wanted it to be something like we've never done before â€“ as we dare to begin this next chapter of our city's story," Williams said.
Well-stocked Nashua kids ready to go back to school The Telegraph Friday, August 23, 2013
NASHUA – Organized chaos reigned on and around the Nashua Public Library plaza on Thursday afternoon, but nary a frown could be found despite the fact that the event had “back to school” in its name. Instead, big smiles and laughter, plus more than a few gracious thank-yous, dominated the sun-splashed 2013 edition of the Nashua Goes Back to School event, which was reprised for the 10th year on Thursday. The program, which plays out as a kind of mix of a trade fair and trick-ortreat night, is designed to make sure city students of all ages go back to school with the supplies – and information – they need to succeed. From staples like crayons, glue sticks, pencils and paper to pens, notebooks, calculators and similar low-tech essentials for older students, the supplies were distributed by volunteers by the bagful to an estimated 2,000 kids and parents lined up through the plaza and, at its peak, south along Court Street to the Church Street intersection. “This is my first time,” an animated Makayla O’Connor, a senior-to-be at Nashua High School North, said as she strolled along in line. As a senior, it will also be her last Nashua Goes Back to School event, at least as a student – but it’s a good bet she’ll return to escort her two younger brothers, given how much fun she found the event. There also was plenty of activity within the library, where dozens of principals, teachers, city officials and Mayor Donnalee Lozeau greeted children from kindergartners to high- schoolers. NGBTS stems from a 2004 partnership between the Greater Nashua Chamber of Commerce and the city’s Nashua Stays in School Committee.
It began with a tradition that still thrives today: Senior residents connected with the city’s branch of the Retired Senior Volunteer Program gather the day before and fill thousands of bags with supplies for distribution at the event. The Telegraph climbed aboard in 2008 and has co-hosted the event with the Greater Nashua Chamber of Commerce and city of Nashua since. More than two dozen businesses jump in with monetary and merchandise donations, many of which bring employees who volunteer to take part. A good example of the business-nonprofit partnerships that frequently spring up involves local software developer SkillSoft and Big Brothers Big Sisters of Greater Nashua and Greater Salem. “We brought folders and other supplies to help out Big Brothers Big Sisters,” SkillSoft volunteer Kelley Noblet said as she wrapped the handles of supply bags around small, outreached arms.
Tri-City Expo coming to Manchester on Sept. 26 The Telegraph Tuesday, August 27, 2013
MANCHESTER – The Tri-City Expo, a joint effort between the Greater Concord, Manchester and Nashua chambers of commerce, will be held at the Radisson Hotel Manchester from 3 to 7 p.m. Thursday, Sept. 26. The Tri-City Expo will feature more than 200 New Hampshire businesses, and more than 1,000 attendees are expected. Joseph B. Reilly, president and CEO of Centrix Bank has been named chairman of the 25th Annual Tri-City Expo. Public Service of New Hampshire will be the presenting sponsor. The annual event is a fundraiser for all three Chambers of Commerce.
Businesses interested in exhibiting, can contact the Greater Concord Chamber of Commerce at 224-2508. Businesses interested in sponsorship opportunities, can contact the Greater Nashua Chamber of Commerce at 881-8333. For more information, visit www.tricityexpo.com.
Are you ready to party, Nashua? Here’s your invitation NewHampshire.com Thursday, September 19, 2013
NASHUA — On Saturday, all city residents are being invited to attend one of four block parties taking place simultaneously throughout Nashua. The city’s inaugural Nashua Block Party will take place from 1 to 4 p.m. at four different sites, an event organized by the Greater Nashua Chamber of Commerce, the Nashua Police Athletic League, NeighborWorks Southern New Hampshire, Gate City Community Gardens, local officials and the city.
The brainchild of Chris Williams and Chris Malloy, the block party is designed to bring families together in a traditional neighborhood setting while also promoting community kindness, good food and local entertainment.
“We have purchased enough food to feed about 300 people at each location. Hopefully we will be close to that for participation,” said Williams, president of the Greater Nashua Chamber of Commerce. Local restaurants will be providing food for the parties, while city bands and other entertainers will also be on hand. Games for children and other fun activities are being planned to help make the event fun for people of all ages, according to organizers.
“This is intended to bring back the feeling of community that often gets broken down,” said Alderman Diane Sheehan, Ward 3. “This is an ideal time to celebrate what is being done well in the city.” Citizens are being encouraged to attend the block party closest to their residence, and if they have extra time to also stop by a second block party in the city.
The four parties are being held at: Atherton Park, 10 Atherton Ave., for residents who live in the city’s north end, French Hill or Thoreau’s Landing; Kirkpatrick’s Park, 22 Shady Lane, for residents who live between exits one and four; Nashua Police Athletic League, 52 Ash St., for residents who live in the Tree Streets area; and Nashua High School North, 10 Chuck Druding Drive, for residents who live elsewhere in the city.Organizers have had a great response from entertainers, including local magicians, youth theater groups and karate students who have offered to provide free entertainment.
“Come out, meet people that are local to your neighborhood and don’t spend any money in the process. This is about spending some family time without hitting your pocketbook,” said Sheehan, adding live music from a local guitarist and renowned saxophone player will be on hand at Atherton Park, along with kickball games, face-painting and a bike race.
Organizers are hopeful that individual neighborhoods will soon plan their own smaller block parties after attending Saturday’s citywide event. To help streamline that process, block party kits will be distributed that outline how to organize a neighborhood block party, what type of permits are necessary and who to contact in the city to move the process forward.
The city has offered to help with the event, agreeing to fund $4,000 of the $10,000 budget for the event. Four of the major sponsors are Pennichuck Corp., Saint Joseph’s Healthcare, the John J. Flatley Co. and Nashua Wallpaper.
Nashua celebrates community spirit at city block parties NewHampshire.com Saturday, September 21, 2013
NASHUA - As the Gate City struggles with a recent influx in crime, residents stood united on Saturday to promote community spirit, kindness and companionship. People from different walks of life and different parts of the city participated in the first Nashua Block Party, promising to be good neighbors while enjoying free food and entertainment.
"This is a beautiful event. It is so nice to see the community coming together," said Elizabeth LeMere. "I grew up here, so it is really nice to come back and see people I haven't seen in awhile." As the economy continues to hurt many city residents, LeMere said it is so unusual - and refreshing - to have a free gathering for families to socialize and have some safe and healthy fun.
Four simultaneous block parties were held throughout various sections of the city, a collaborative effort organized by the city, Nashua Police Athletic League, Greater Nashua Chamber of Commerce, NeighborWorks Southern New Hampshire and Gate City Community Gardens.
"You can't beat it. We have free food, music and activities for kids - the three necessities for a party," said Shaun Nelson of the PAL Ash Street closed On Ash Street, the road was closed to motorists so that families could participate in the party, which included Mexican food, live entertainment from the band The Label, coloring activities and carnival games for the
"I think this is great," Mayor Donnalee Lozeau said at the Tree Streets block party. "It is great for the community to get out before winter sets in, enjoy the nice weather and just have a good time." Welcoming New Hampshire, a group that aims to educate the public about an immigrant community striving to be accepted, also attended the festivities.
"I think there is great participation today," said Janeth Orozco of Welcoming New Hampshire, while handing out literature about the integration efforts underway by the organization that hopes to foster a feeling of safety rather than an atmosphere of fear and mistrust.
That is what the four block parties were intended to do - get people out of their comfort zone, meet neighbors they might not know and get to understand what the community is all about, said organizers.
Chris Malloy of Community Events LLC helped spearhead the citywide block party. Legends "I've only heard legends and stories about Nashua's old block parties, and there seems to be a lot of nostalgia surrounding the gatherings," Malloy said. He is optimistic that the new block parties will become the fabric of local neighborhoods and what people will be talking about for years to come.
"We are optimistic this will take on a life of its own," he said, saying he hopes that individual neighborhoods will organize their own, smaller block parties after attending the citywide event. In addition to the Ash Street block party downtown, the parties were held at
Atherton Park, Kirkpatrick's Park and Nashua High School North.
Four of the major sponsors for the event were Pennichuck Corp., St. Joseph's Healthcare, the John J. Flatley Co. and Nashua Wallpaper.
Nashua reinvented: All invited to celebrate city rebranding Wednesday NewHampshire.com Saturday, September 21, 2013
Greater Nashua Chamber of Commerce launch event for “Dare to Begin” campaign WHERE: Water Street, Nashua. WHEN: 6:30 p.m. Wednesday, Sept. 25. NASHUA – If you were asked to create a historic Nashua event at a historic Nashua location to celebrate Nashua’s future direction, how would you pull it off? Worry not, because the Greater Nashua Chamber of Commerce, with plenty of input from a local brand designer, new video company, a Tennesseebased strategies firm, city officials and countless other Nashuans, has come up with a plan they want to share this week. “What do you do with good news?” the Chamber asks, rhetorically, in the invitation to Wednesday evening’s unveiling of the new brand and accompanying logo that have been in the works for a full year. The answer: “You take it to the streets.” Specifically, that would be Water Street, where city and chamber officials, and hopefully a robust turnout of Nashuans, will gather Wednesday at 6:30 p.m.
for what the Chamber touts as “a special launch event” for the campaign “Dare to Begin.” Event organizers chose Water Street because it overlooks Nashua’s Millyard, the historical industrial village that spurred early 19th-century growth, was repopulated in post World War II years with new businesses and commercial space, and was finally reincarnated as luxury apartments, artists lofts and new homes for local business and agencies. The initiative’s roughly $110,000 price tag was shared by the city and the chamber, the latter of which raised about $60,000 in private donations. The selection of “Dare to Begin” for the multi- faceted event’s official tagline is rooted in organizers’ desire to link the pioneering spirit of the city’s early inhabitants and the potential for new growth and future development, city economic development director Tom Galligani said in August. Galligani was addressing the aldermanic Planning and Economic Development Committee at the time. He told members that Nashua’s history has been marked by examples of courageous new beginnings, from the settlers who established the community to the economic achievements of 19th and 20th centuries. The reach of the branding project goes beyond the city and chamber, with Symphony NH, the Nashua-based orchestra, incorporating the Dare to Begin theme into its season-opening performance, which is Oct. 5 at the Keefe Center for the Arts. The phrase and its new accompanying logo will also grace the city’s Website and appear on various electronic and written official communications, and the school district has also expressed interest in incorporating the logo into its website. Williams said it’s important, especially early on in the branding campaign, to provide an explainer when people or groups see the logo for the first time. For instance, each of the colors in the ball-shaped logo were chosen for a reason, organizers said:
• The swatch of orange near the top represents the rising sun and alludes to the opportunity for new beginnings in Nashua. • The two blue lines underneath, wrapped into an infinity symbol, call to mind the two rivers that converge in Nashua and also represent the idea that possibilities are limitless in the city. • A patch of green in the bottom left represents the natural beauty of the state’s trees and hills and is also meant to convey the idea that high-tech businesses will provide a foundation for Nashua’s economy in the future. There’s also the jumps-out-at-you component, Williams said. “The colors were meant to be very bold and vibrant to represent the ‘Dare to Begin’ element,” he said. Bill Schick, a brand designer with MESH Interactive Agency in Nashua, which worked with the chamber on the initiative, said incorporating the infinity symbol “really represents our ability to keep things in motion and to reinvent ourselves constantly,” he said of the city.