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Sherwood’s birthday party honored city’s past, aim toward future

Sherwood Mayor Virginia Hillman speaks during the recent city birthday party commemmorating the 66th anniversary of the city’s incoporation. Photo by Darrell W. Brown.
Sherwood Mayor Virginia Hillman speaks during the recent city birthday party commemmorating the 66th anniversary of the city’s incoporation. Photo by Darrell W. Brown.

The City of Sherwood celebrated its 66th birthday on April 22 at the Jack Evans Senior Citizen Center parking lot, 2301 Thornhill Drive. Free t-shirts and koozies were be available for the first 500 participants, as well as free birthday cake and hot dogs while supplies last. This birthday celebration, sponsored by the Sherwood Advertising & Promotions Commission and Centennial Bank, not only honored the city’s 66th year, but was also an opportunity for residents to view a new unified brand that the city has been developing for several months with a vision to usher in a successful future for the city.

“We needed a more progressive, unified identity for Sherwood. The new brand signifies our bright outlook for the future, while also preserving our past,” said Sherwood Mayor Virginia Hillman.

In 2013, Boyette Strategic Advisors of Little Rock created an economic development strategic plan for Sherwood, with five areas of recommendations, including improvements in marketing and communications. Because marketing and communication applies to both internal and external audiences, the group recommended that the city develop a consistent community brand that would be utilized by city government, as well as its economic development and chamber organizations. Not only would a unified brand help the community develop a stronger identity, but it would also increase awareness of the city as a successful business location.

The new logo and associated tag lines would set forth Sherwood’s unique sales proposition for economic development, tourism and residential living.

“We’ve realized for some time that we needed a brand for our city and chamber to be able to better communicate the attributes of our community. We feel that our new logo helps signify our pride and sends a consistent message that we are progressively moving ahead,” said Marcia Cook, Sherwood Chamber of Commerce executive director.

Armed with this charge, the Advertising & Promotions Commission and the Sherwood Chamber of Commerce partnered with Stone Ward of Little Rock to develop the brand, which would help the city further instill pride within the close-knit town, provide clarity regarding city limits and generate awareness of important issues as it relates to both residents and businesses.

Building on research with economic development experts and existing residents, Stone Ward created a complete brand identity system and implementation guide to better reflect the culture of Sherwood. The design is now being incorporated on community signage, business cards, envelopes and letterhead for the city.

The final logo that was created pays homage to the legend the city was named after, and to also communicate a city on the move. The mark retains the bow and arrow portion of the Robin Hood legend to represent a dynamic and focused vision towards Sherwood’s future.

The city’s tagline is “Close to the action, far from the noise.”

The message represents the idea that Sherwood is the best of both worlds – close to the amenities of a metropolitan area, which makes life more convenient, but also far enough away to relax in a quiet neighborhood.

About Sherwood A& P Commission and Sherwood Chamber of Commerce

Sherwood’s Advertising & Promotions Commission’s purpose is to help promote and the support the City of Sherwood in a number of different ways. The A&P Commission helps maintain the city’s yearly community events – July 4 Family Celebration, Sherwood Fest and the Trail of Holiday Lights.

The commission also contributes advertising dollars to promote the city’s various recreation activities, parks and event rental spaces. Other contributions in the past year have included new city-limit entry signs, ballpark lighting, event rental space improvements and the city’s first dog park. The A&P Commission collects an advertising tax on all gross receipt sales from prepared food and beverage and hotel/motel accommodations in the City of Sherwood.

The mission of the Sherwood Chamber of Commerce is to advocate development and cultivate a prosperous business environment, while being a leader on issues that affect the well-being of Sherwood Commerce. In addition, the chamber aims to serve, protect and promote the Sherwood business community.

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