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Maine High Peaks logo revealed

7 mins read
Jim Cox,
Jim Cox, a specialist in destination branding, talks about the region’s assets at a Franklin County Network of Networks group meeting at Poland Spring bottling plant in Kingfield.

KINGFIELD – The Maine High Peaks logo was unveiled on Tuesday, as part of an ongoing effort by various groups to promote the region towards attracting new visitors and businesses.

At the end of a slide show set to music of photographs from around the region, Jim Cox, a specialist in destination branding, came to the final soaring photograph of mountains captured in a summer by John Orcutt of Kingfield. Above the peaks and riding in the clouds was the logo: a simple line drawing of two energized-looking figures, whose legs helped formed a range of four peaks. “Maine High Peaks” underlined the figures in a no-nonsense sans-serif font with the tagline: “Discover and elevated sense of living” below it.

“I think of the logo,” Cox explained to the gathering at the Poland Spring bottling plant of about 45 people representing several groups and organizations from around the county, “as the handle to carry the brand around.”

The process towards finding Franklin County’s brand identity and its logo began three years ago when the Franklin County Tourism Network combined forces with the Franklin County Community College Network and most recently the High Peaks Cultural Council, along with area business owners to form a unified Franklin County Network of Networks group. The collaborative effort’s ultimate goal is to spur economic development in Franklin County.

The Greater Franklin Development Corporation organized the group meetings, University of Maine at Farmington geography students were tasked with asset mapping and an unidentified benefactor brought Cox in to help. A series of workshop sessions have been held towards finding the region’s brand identity that everyone could agree on.

The creation of a brand for the Maine High Peaks region is a way of defining what the area has to offer to new visitors and new businesses of every kind.

“We had to ask who we are and what is the Maine High Peaks,” said Cynthia Orcutt, an organizer of the networks group. Developed was a list of what might appeal to different groups of visitors; businesses, families, outdoor enthusiasts and those interested in relocating to Franklin County on a permanent basis.

Culled from that list of the brand assets, Cox said, “the region has a strong sense of self based on a motivated work ethic.” There’s a respect for nature and a historic legacy. “These values are powerful in that they are universally felt from within the communities,” he added.

Other asset ideas of the region listed by the group and distilled down to their essence of meaning by Cox included its “appeal to all ages, the sheer beauty inspires the senses, personal adventure is to be had, along constant discovery that is an antidote to ‘manufactured’ experience.”

Natural, outdoor recreational experiences are key to the area’s destination branding. From the asset ideas, Cox created the position statement: “For all those who seek inspiration in their lives, Maine High Peaks is an authentic, natural destination offering unconventional opportunities and meaningful substance at every turn so they can experience an elevated sense of living.”

From there, the Maine High Peaks tagline, “Discover an elevated sense of living,” was born.

Attendee Bill Berry of Farmington, an owner of Saddleback Maine ski area, said he preferred “being” instead of “living” for the tagline. “It’s a more powerful word,” Berry noted.

“What is it we’re talking about? Mind? Body? Spirit? The number one objective is to improve your economy. That’s why we’re here,” Cox said.

The new logo, above, was unveiled by its creator, Jim Cox, at left, at a meeting in Kingfield on Tuesday.
The new Maine High Peaks logo, above, set against the mountain view of a John Orcutt photograph, was unveiled by its creator, Jim Cox, at left, at a Franklin County Network of Networks meeting in Kingfield on Tuesday.

When the logo was next to flash up on the screen, Cox pointed out the contemporary feel of it; colors reminiscent of the four seasons, young people enjoying their experience outdoors.

“Amazing mountains and so are the people,” he said looking up to the logo smiling. “It’s the people who make the place so special.” He described his design as “edgy,” “it steps out there,” “it says we want to be seen as unique, special.”

There was a long pause of silence as the group studied the new logo. Cox then asked for comment.

“I really like it,” someone said. Then Joseph Bujold of Farmington, chair of the Franklin Community Health Network board of directors, agreed and said “it communicates the energy level and the young people driving this.” He added, “This is pretty bold.”

The logo will be available with guidelines for its use. Businesses and organizations will be able to incorporate it for appropriate promotion. Cox provided some logo variations that included “in partnership with.”

Orcutt said the next activity will be launched in early June with the implementation of a signage and map program after the High Peaks Cultural Council received a grant. Signs tied to Maine High Peaks will direct a tour from Kingfield to Carrabassett Valley, Stratton, Rangeley, Phillips and back to Kingfield with guideposts of cultural sites and businesses along the way.

For the network to move forward from here, Cox said is to come up with a strategic plan, with possible website development as part of that plan.

“Start with a small voice and then get louder,” Cox recommended. “Connectivity will evolve.”

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17 Comments

  1. As a thirty-something professional who has chosen to make western Maine is home, I’m disappointed in the logo. It doesn’t speak to my sensibilities nor do I believe it speaks to those folks who I’m hoping our region can attract to make their homes and businesses here.

    Love Maine High Peaks as a regional identity. Love that there is a strategic initiative at work.

    Worried that this logo will be its carrying card.

  2. Why, why do we continue to leave out the town of EUSTIS and make only references to the village of Stratton, located in the town of EUSTIS ? I don’t ever remember you referring to Oquossoc, as the town instead of Rangeley. Please, let’s get it correct.
    PS-Touche, Kenny Wing!

  3. Thank you all for the tremendous efforts to encourage and promote our wonderful communities! I wonder if there will be variations of the logo with the ‘people’ in different poses? Many thanks for the effort and energy to bring this to life!

  4. Do you forget that Eustis is the town and not Stratton. Stratton is a village located in Eustis. Can you please do your History of the area before you promote it.

  5. The logo is beautiful AND edgy. I’m in my seventies so, though it is designed reflect the sensibilities of young people, I think it has universal appeal. I do agree that “being” is a more encompassing word than “living.” Being suggests an inner satisfaction with life and even joy. “Elevated living,” on the other hand, sounds like it could mean something more shallow. A person could lead the “high life” simply by having a lot of money or moving to Denver,–And, I suppose there is another option that best goes unmentioned and unadvertised.

  6. I think the logo is a disappointment. It lacks just about everything that makes a logo.

    Considering the pool of very talented artists in the area, I was surprised that this was considered the best alternative.

    At least it isn’t just another spin on the Sugarloaf logo.

  7. I agree, it’s a terrible logo, looks like stock graphics from a computer, how about some actual originality? A shame.

  8. Moving in the right direction. I’m happy to see a collaborative effort being made to help entice people to visit Western Maine. All of Franklin County will benefit by promoting the beauty of our region and all it has to offer. This process is in its infancy and will take time to iron out any imperfections. I agree with many of the comments above that the logo falls short of my expectations. There are many talented artists in Franklin County that I feel could assist in developing a logo that truly captures the essence of Northern Franklin. Perhaps a contest would generate a multitude of options for the dedicated individuals working on this project to choose from and promote the arts at the same time. Just a thought and keep moving forward.

  9. You can submit a request for a logo design globally and get literally thousands of entries- all for practically pennies.
    While yes, it is also possibly to pay huge sums of money for a logo and there is likely to be a real difference in quality with price, it would not be difficult to get a better logo than that for not much money.

  10. Why hasn’t anyone noticed the striking similarity to a certain 1990’s TV show by David Lynch.

  11. In the Irregular last week and at a distance, your logo looks like two windmills between two mountain peaks. Just what are you promoting?

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