id8 & Visit Marietta: Historic Community, Modern Identity
Known for its historic town Square, Marietta – about 20 miles north of Atlanta – attracts a healthy mix of new residents, businesses, and tourists with its unique blend of arts, culture, dining, outdoor beauty, and small-town charm.
In early 2023, the Marietta Visitors Bureau engaged id8 to reposition and refresh its image, ensuring Marietta’s growth as a destination aligns with its community values and character. It’s a project near and dear to our hearts, as our office overlooks the picturesque and lively Square. Marietta has evolved from a quiet rural town into a vibrant destination. With key attractions like Kennesaw Mountain (a site of interest to Civil War buffs and nature lovers), world-class restaurants like Michelin-starred Spring, and the historic Square, the city offers diverse experiences.
While all these places have their charms, surveys revealed that most visitors gravitate back to Marietta Square, now synonymous with the city’s identity. Unlike other rapidly developing cities around Atlanta, Marietta retains an architectural charm rooted in its historic structures, making it uniquely appealing.
Our primary objectives in rebranding were twofold: to encourage people to plan extended stays by raising awareness of Marietta’s variety and to strengthen community pride by highlighting its historic allure and community spirit.
From surveys and our own experiences as a Marietta-based business, we knew the Square had to be central to our strategy. A “hub and spoke” model emerged, positioning the Square as the central draw that links visitors to surrounding attractions.
By focusing on the Square, we could create a recognizable brand image to attract visitors while using its popularity to spotlight other attractions. This dual approach enhanced Marietta’s appeal as both a cultural and community-centric destination.
For the tagline, we proposed two options: “Meet Me on the Square” and “There’s More Around the Corner.” The former emphasizes the Square as central to Marietta’s personality, while the latter encourages broader exploration. Ultimately, “Meet Me on the Square” was chosen, as the Square is both literally and figuratively at the heart of everything.
The accompanying positioning statement solidified this: “Through its fine dining, arts, and experiences revolving around a historic town square, Marietta has grown to become the cultural center of northwest Atlanta. Easily accessible from Atlanta, Marietta offers diverse experiences with all roads leading back to the iconic Marietta Square.”
Before
After
With the tagline and positioning set, we turned to the visual identity. The old logo, resembling a stamp or seal, played up the city’s historical aspect. The new logo needed to be forward-looking but not overly dramatic.
The redesigned “M” features a distinctive “kick” that is both approachable and unique. The text is modern and friendly, with a touch of nostalgia that resonates with both the older population and newer, progressive residents.
Colors also played a crucial role. We kept the hometown blue, a nod to Marietta High School’s Blue Devils, and added a welcoming yellowish-orange inspired by the beautiful fall leaves that grace the area. The box around the “M” ties everything back to the Square, the hub in our “hub and spoke” model.
The Square is where the action is: restaurants, bars, galleries, shops, and entertainment venues. Whether hiking on Kennesaw Mountain or visiting other attractions, visitors inevitably end up at the Square.
The Square is where the action is: restaurants, bars, galleries, shops, and entertainment venues. Whether hiking on Kennesaw Mountain or visiting other attractions, visitors inevitably end up at the Square.
The new branding has increased tourism and been wholeheartedly embraced by the community. It’s now cool to say, “Meet me on the Square!” This success reflects the achievement of our objectives: attracting more visitors while fostering a shared sense of pride among locals.
If you’d like to learn more about this project or how we can help with your rebranding efforts, we’re not hard to find. In fact, you can – quite literally – meet us on the Square!
