Noblesville wants a fresh look with new logo to replace the image of the iconic courthouse

Noblesville is seeking a brand new look.

The Hamilton County suburb of more than 63,000 wants a new logo and a slogan that more accurately illustrates life in the city. The emblem will be placed on city stationery, business cards, the website and be used in advertising campaigns.

City officials said the image will replace the current logo of the historic courthouse, around which much of downtown commerce is centered in shops, restaurants and galleries. While instantly recognizable, the courthouse isn't even a city property, said Emily Gaylord, a spokeswoman for Mayor Chris Jensen.

“We just thought it was time for a new brand because the current one is a building that belongs to the county,” Gaylord said. “We’d like something that shows a city with a rich history that is ripe for progress.”

The city is paying Indianapolis consulting firm Hirons up to $20,000 for the new concept. The Public Works and Safety Committee approved the contract Tuesday. It does not need city council approval.

In a letter of agreement, the city seeks “a new brand for the City that will articulate Noblesville’s history, while evoking its promise for the future. 

“Mayor Jensen is building upon a strong foundation established by previous civic leaders and plans to incorporate the new Noblesville brand into the city’s communications, marketing, and visioning. “

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Hirons will create the logo, a city "tagline," business card design, power point template and brand manual, with specifics on color, size and other design elements.

Gaylord said city features likely to be considered for the new design are the White River, the Ruoff Music Center and Hamilton Town Center. The city is also becoming a hub of medical tech firms, which may also be included, she said.

“It is important to strike a balance,” Gaylord said, "there is so much to highlight."

'Deeper than a building or structure'

The current logo was developed in 2011 when the city paid RMD, a Noblesville design firm, of Noblesville, $35,000 for the same services and to improve the city’s website.

Nickel Plate Arts Executive Director Aili McGill said she favors a new look because the city has changed in the last 10 years.

“In the arts community, we often talk about how our symbol is a chunky building,” McGill said. “Though it is a beautiful building, we all know it's here.

“We have such a great natural environment with trails and parks and public spaces, I’d like to see that included.”

Brenda Myers, president of Hamilton County Tourism, Inc., said though Noblesville’s “historic character makes it unique” from other cities in the county, "it is deeper than a building or structure, it’s a sense of place that you get.”

Hirons representatives will get a list of people this week to talk to about what the city means to them, company Senior Vice President Mike Murphy said

In a few month, Hirons will put together three images and present the choices to the city. The company has done branding for several Indiana cities, including Greenwood, Speedway, Lafayette and West Lafayette, as well as for counties, and public and private institutions.

Murphy said the logo didn’t have to be limited to one image, as the current Hamilton County logo is. But he said he had no idea what to expect; sometimes city leaders themselves discover during the process things people in the community associate with the city that they didn’t realize before.

The slogan, he said, is usually three to five words and is intended to go with the logo or stand alone if there isn’t enough space.

Not everyone is impressed

The president of Noblesville Main Street said she could understand city leaders wanting to emphasize more than the town square.

“The city is bigger than downtown,” Lorna Oskouie said. “There is an identity to the east all its own and identity to the west.”

Some residents said the city should focus more on improving the city rather than its image. 

“You’ve got a jewel downtown but have a big problem with parking there,” said Clark Van Tassel, whose family owns Noblesville Clocks. “They’ve spent tens of thousands on consultants studying that over the years and it still isn’t fixed. That’s where they should put the emphasis. They should get that right before spending money on rebranding.”

While parking has been a long-running complaint among business owners and customers, the city recently overhauled its system and has added 300 free parking spots 19 city blocks near the square, as well as some short-term free spaces on the square for 20-minute trips.

Mike Corbett, secretary of the Noblesville Preservation Alliance and past mayoral candidate, said besides the courthouse, few buildings, if any, are identified with Noblesville.

“I don't see anything wrong with it if that’s how they want to spend the money," Corbett said. "But I don’t think anyone really cares what the logo is.”

The city likely will seek input from the public as the choices narrow but the details still need to be worked out, Gaylord said.

Call IndyStar reporter John Tuohy at 317-444-6418. Email at john.tuohy@indystar.com and follow on Twitter and Facebook.