The nonprofit organization working to promote growth and revitalization of the city’s 11-square-mile urban core announced Thursday that it’s in the process of switching its name to The City Project Inc. A marketing firm, The McNeill Communications Group, recommended the change after getting feedback from about 20 key members of the community, who indicated a need to emphasize the organization’s mission of creating an “urban style of living.” Its representatives said the previous name also carried the connotation that the group’s work was limited to downtown High Point.
“Core City was just confusing to people. It didn’t communicate what we’re trying to do,” said Wendy Fuscoe, executive director of Core City. “What came out of (the community feedback) was, how do you see High Point, what do you see High Point being – a safe, family-friendly area, walkable, pedestrian-friendly – all of that they wanted to capture in a logo and a tagline.”
The logo aims to encapsulate defining elements of a city neighborhood by depicting places to sit and gather. The design includes a park bench and streetlight on a street corner above the words, “Creating an Urban Style of Living for High Point.”
“Our new branding communicates a sense of energy and community pride, while providing the framework for multiple neighborhoods,” said Aaron Clinard, chairman of the Core City board. “It is a call to action. We are confident that together we can create mixed-use areas for working and living in an environment that promotes the return of people, businesses and services to our city and its neighborhoods.”
The new branding scheme includes potential logos for each of the eight areas of the city that the project is seeking to revitalize: Uptowne High Point, Washington Drive, the West End, South Main GTCC, Market District, Oak Hill, Five Points and College Village. Core City, which works to identify and develop incentives, initiatives and funding for neighborhood reinvestment, was established and funded by the city last year. The city budgeted $404,800 for the organization for the current fiscal year.
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