On October 8, 2025, the consulting firm of Arnette Muldrow and Associates presented the final results of their study to develop and deploy a brand that will help define the identity of Chatham and the adjacent area. The branding effort is the culmination of over six months of work, funded by a grant obtained by the Chatham Rotary Foundation and administered by Reimagine Chatham.
The most obvious feature of the study will be a set of primary logos and tag line, augmented by variations on the theme, that can be used by local civic groups, businesses, and the town in promoting the area and its events and to aid in marketing the assets and attractions of the local area. Much more than simply logos, the branding plan defines colors, fonts, and various adaptions of the theme to add versatility while maintaining a standard that is consistent across various uses.
The brand was developed only after extensive local input in the form of public meetings, stakeholder discussions, and an on-line survey. This input shaped the parameters that led to the selection of the color pallet, the fonts, the theme, and the “tag line”. The objective was to capture as much of the local character as possible. The consultants indicated that Chatham presented an interesting challenge because of the variety of local assets. Items such as history, architectural diversity, natural beauty and the two local boarding schools helped define the uniqueness of the town and adjacent area, and the consultants endeavored to distill this, as best possible, into the visual and graphical information that is used within the brand and associated logos. The final product also included a prioritized implementation guide for deploying the marketing the brand in the short, mid, and long term.
Widespread use of the brand and logos will be encouraged. This will allow items like the town seal and civic club logos to be modified, if desired, to fit the branding guidelines. The brand guidance and materials can also be used in promotions of businesses and area events. An example of this is shown in the graphic of the recent promotional banner for the October “Buzzard Fest” festival in town. However, before full deployment can be made, some structure to manage and guide the process will be established.
The following graphics show the primary logo(s) and some examples of variations. The primary logo features two structures similar to local churches, the court house, and private school administrative buildings. It contains an oak tree from the town seal with a heart in the center silhouetted by a rising sun. The tagline of “Just Imagine” was chosen to remind us of the possibilities that exist in our community and can be adapted for many other uses as shown in the final report. Once some structure is put in place to begin deploying the plan, the report will be available on-line at ReimagineChatham.org.
Primary Logos
Logos for the Historic District, Walking Trails, and Community Events
Buzzard Fest Banner
