New brand, new Appleton


After almost eight years, Appleton Downtown Incorporated has finally announced a major brand change reflective of the greatness that is Downtown Appleton. Polished aspects of the brand include an updated promotional logo, as well as a new slogan — “One great place.” With this new logo and slogan, ADI hopes to emphasize Appleton’s passion for arts, music, technology and culture together in one easy-to-navigate area.

Anne Wiegman, ADI marketing director, says the brand change was partly in response to an array of awards the downtown area has received. Some of these awards include the American Planning Association’s 2014 “People’s Choice” award, as well as earning a spot on Forbes Magazine’s 2014 “50 Best Small Places for Business and Careers.”

Along with the multitude of awards the downtown area has received, Wiegman explains the hope that this brand will create better awareness for the exciting mile-long stretch of downtown Appleton. “Personally, I love the fact that there’s something going on all the time, whether you’re interested in learning how to knit, live music or gardening,” says Wiegman.

Inspiration behind the logo and layout of the new brand came directly from the people of Appleton. “The logo has a lot of energy and vibrancy,” claims Wiegman. “We feel that way about downtown Appleton and the logo itself. They connect well and we felt individuals would feel the same way.” The vibrancy is quickly popping up everywhere as more and more stakeholders in the downtown Appleton area begin to share the brand on websites and other forms of social media.

Be on the lookout for the new brand in one of Downtown Appleton’s 60-plus shops, 70 bars/restaurants; 19 museums, galleries and performance arenas; and even the acclaimed Lawrence University.

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