Starry night versus sunbeams and clouds, trees versus people... Bayfield town trustees critiqued proposed town branding images at a work session on May 17. The images and related slogans were the latest step in a branding campaign that started earlier this year.
One color image had a night sky over the valley with pine trees silhouetted in the foreground, and the slogan, "Where the stars shine bright." The other image was clouds and sunbeams over the valley with people silhouetted in the foreground and the slogan, "Real people, real living." Trustees quickly discarded a third option that was just words with no scenic image.
Town Manager Chris La May was looking for direction from the board to pass on to the branding consultant, Avant Marketing Group in St. Louis.
"The 'Real people, real living' says we aren't Durango, we are family-oriented, we enjoy our scenic beauty," La May said. "'The stars shine bright' is more the marketability side of the brand. We have a lot of successes that we may not champion. The stars are something to recognize those achievements and it's time for us to shine."
Trustee Kristin Dallison said, "The stars could be a star business or a star student."
La May added, "The library, state champion students, also the rural setting where you can see the stars."
But trustee Rachel Davenport wondered "if the stars suggest the bedroom community that we're trying to get away from. ... 'Where the stars shine bright' makes me think of a TV show."
Trustee Michelle Nelson commented, "It's something we're going to have to live with, and we all have to buy into it."
There was discussion of what would look good on T-shirts. There were silent stretches as trustees stared at the designs.
Trustees generally preferred the tree silhouettes over the people, and the starry night sky over sun and clouds. But they tended toward the "Real people, real living" slogan, and they wanted Bayfield with a capital B. The images are constructed digitally, so elements can be traded around.
La May said he'd pass those preferences on to the consultant.
