The town and village of Tupper Lake have announced the launch of the new Tupper Lake brand, a unique image and message that is designed to increase awareness of the community for both tourism and economic development.
The Tupper Lake brand message and logotype treatment is the culmination of a year-long process, including a series of public meetings, surveys of residents and visitors, and a focus group of local stakeholders.
The new brand concept incorporates a logo image that represents a hemlock cone with its scales beginning to open, and the full logo treatment includes the tagline “Connect and Discover.” The custom, hand-drawn typography is exclusive to Tupper Lake, and depicts the skyline using two tones to convey the view from the Tupper Lake Municipal Park looking west over Raquette Pond as the sun sets behind Mount Arab.
The Tupper Lake brand also includes “adirondacks, usa,” which ties Tupper Lake to the regional brand, indicating its place as part of the Adirondacks, a name that is known as an important visitor attractor and international destination.
“We are pleased with the results of the process,” said Michelle Clement, Tupper Lake and Hamilton County marketing manager for the Regional Office of Sustainable Tourism (ROOST). “The tagline is flexible, meaning that it can represent the many levels of connection and discovery associated with this place, and the imagery alludes not only to the natural environment and rich heritage, but the seeds of a bright future for Tupper Lake.”
The brand is being integrated into the destination website for the community. Community organizations and businesses are encouraged to include the brand in their promotional materials. A complete description of the brand concept and guidelines, including approved uses of the logos fonts and colors, are outlined in a guide that is available for reference and downloadable here.
The brand development process was facilitated by ROOST, the destination marketing organization responsible for promoting Essex, Franklin and Hamilton counties, with support from Adworkshop and funding in part from the Adirondack Foundation’s Fund for Tupper Lake.