TAYLOR, TEXAS - launches a new brand campaign, including a new tagline and identity which will be implemented citywide to promote its high quality of life, can-do spirit, historic charm, rich heritage and to encourage continued economic development and tourism. The new brand, "The Zest of Texas," embraces the essence and true flavor of Taylor.

"The Zest of Texas" tagline is supported by the new logo, a stylized Texas sun rising up from rolling fields to represent a bright and exciting future, built on a solid foundation of agriculture and Texas tradition. The playful green stripes equally symbolize Taylor's commitment to the preservation of its natural resources and its appetite for outdoor recreation.

To develop the most authentic brand possible, the Taylor Marketing Team chose brand experts GoGo Creative to canvas the community and dig deep into the community's roots to discover insights and reveal progressive attitudes through stratified target market research, including questionnaires, focus groups, one-on-one interviews and evaluated opinions of a broad range of community members to develop the new identity. The brand is a result of five months of research, in conjunction with the community leaders and the Taylor Marketing Team (TMT) who represent key stakeholders of Taylor.

The Taylor Marketing Team was formed to create marketing synergy, leverage interconnected resources to benefit the entire community, and lead branding efforts. TMT and its respective partners (City of Taylor, Taylor Chamber of Commerce, Taylor Economic Development Corporation, Taylor Independent School District, and Taylor Community Network) approved the new identity and tagline, which were then formally presented to City Council for the official adoption of the new brand and first public unveiling. The announcement triggers the rebranding of all collateral and communications starting September 23, 2009.

Mayor Rod Hortenstine said, "The City has a reputation of strength and managing growth with a commitment to protect our lifestyle so that we make our community better, not just bigger. We needed a platform and a message that reflects that. I feel that with this new brand, we now have it, and we are eager to spread the word."

"The new identity and brand accurately and effectively portray this inspiring community, sometimes known as a best kept secret of Central Texas," says TEDC President Jason Ford. "Taylor's new identity will help build excitement, enthusiasm and interest to support the planned growth and improvement activities."

Rob Bauman, President of the Chamber of Commerce adds, "The brand captures the can-do spirit in Taylor and aptly characterizes Taylor as bold, enthusiastic and innovative."

"While the word 'Zesty' may arouse any Texan's appetite, particularly for barbecue and spicy food, the City's name is now indelibly connected both in the mind and taste buds of many for having true Texas flavor," says Lisa Mac, principal of GoGo Creative.

In support of its thriving community, Taylor has invested in the new Taylor Regional Park and Sports Complex, scheduled to open in October 2009. The Park will add a wide range of sports, leisure and learning opportuni- ties. Additionally, the community has supported attracting and expanding the East Williamson County Higher Education Center, who this week announced that Concordia University Texas has signed on as a new partner of the multi-institutional teaching center.

To signify commitment to zest, the TMT will implement a long-term marketing program, "Zest Off," for brand roll-out and marketing strategy.

ABOUT TAYLOR

Located in Williamson County, 30 miles northeast of Austin, Texas, Taylor is home to more than 17,000 and home to East Williamson County Higher Education Center. For additional information on Taylor's brand cam- paign and citywide projects, contact Jean Johnson or visit www.ci.taylor.tx.us

Show all