CMA, Articles

A new name, a new brand for Robbinsville

Tuesday, July 29, 2008
BY CARMEN CUSIDO
http://www.nj.com/news/times/regional/index.ssf?/base/news-
14/1217304491184400.xml&coll=5

ROBBINSVILLE -- George Washington is officially retired.

Months after changing its name from Washington Township to Robbinsville, the municipality has a redesigned logo designed to attract new businesses and visitors to eat, shop and play here.

The logo has the word "Robbinsville" in a bluish color, a map of New Jersey resting on the "i" in the town name and a dot marking the town's location in the state. The slogan on the logo is "Be at the Center of It All." The old logo had George Washington on it.

The new logo will be featured on official letterhead, business cards and township vehicles that have not yet been branded.

Mayor Dave Fried said it could take about five years for all township vehicles to feature the new logo because the logo will be added as existing vehicles are phased out.

However, police vehicles and uniform patches will feature a different design focused on public safety, which will be unveiled in the next few weeks, township Administrator Mary Caffrey said.

Dru Damico, the communications chairwoman of the Robbinsville chapter of the Mercer County Regional Chamber of Commerce, said it was "the perfect time" for the township to have a new logo.

"We are evolving into a different type of environment where before we were primarily a farm community, now we've got more of an urban feel," she said.

Damico said the logo visually evokes action. "It shows we're moving forward. It looks like it has energy to it," said Damico, adding that Robbinsville is centrally located, with access to the Jersey Shore, New York City and Philadelphia.

She said the logo, branding and forthcoming marketing efforts will attract more businesses to the area.

"The synergy of all of them will be beneficial for the township," she said.

The next phase of the branding campaign includes marketing the new slogan, including increasing the number of businesses in the township and improving the vitality of existing businesses.

Originally intended to be unveiled at the township Community Day Festival last month, officials wanted more input from residents before deciding on a logo. Council members and the mayor unveiled their choice among several designs at Thursday's council meeting.

In April, the township decided to spend up to $25,000 to develop its "brand" and distinguish itself from other towns in New Jersey and other economic centers in the Mercer County area.

Having changed its name from Washington Township -- five other municipalities in the state have that name --Robbinsville wanted to stand out with a new logo and marketing campaign.

The township's economic advisory committee chose the Creative Marketing Alliance and its Chief Executive Officer Jeffrey Barnhart, a Robbinsville resident, to craft the logo and work on the marketing campaign.