In 2010/2011, the City of Waterville underwent a community branding initiative. A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. This project was made possible by funds from the City, Chamber of Commerce, Waterville Development Corp., WMSt., Central Maine Growth Council and KVCOG. A committee was formed from this group of contributors and they hired Arnett Muldrow consultants, known nationally for their work in community and economic development, marketing & branding. A final brand was unveiled at a public meeting attended by over 75 community members. The presentation included a new City logo and brand statement, Converge and Create. The presentation also showed ways in which the new logo and brand statement can be incorporated into our current website, how they can be used in advertising, way finding signage, tourism initiatives, brochures/directories, etc. The committee is currently developing a plan for City implementation, finalizing and adapting a City style guide for business use in integrating the brand, preparing to order streetscape amenities using CDBG funds and beginning work on a promotional video for the community. In the future, you can expect to see these new streetscape elements installed, a launch party held and a branded Downtown Map and Guide printed in addition to changes to the City’s website, internal signage, stationary and much more!