By Patrick Sherry
Lantana’s traditional seagull and sailboat logo, which can be seen throughout the town, might be changing.
The town is considering an entire rebrand with the help of a local marketing agency, which would create a new identity for Lantana through redesigning longtime logos and visual images.
Representatives from 2TON, a creative and marketing agency in West Palm Beach, presented their plans to create that identity to the community at a Town Hall meeting on Nov. 3.
Back in April, the Town Council supported plans to rebrand the town. Subsequently, a rebranding committee was formed. The committee selected 2TON, which is getting $18,000 to head the project.
At the Town Hall meeting, Ryan Boylston, founder of 2TON and a former Delray Beach city commissioner, emphasized that his company’s mission is to establish uniformity and cohesiveness. He explained how Lantana’s current branding is not consistent, which could hurt the view people have of the town.
“It’s not just a logo, your brand is your identity,” Boylston said. “We’ve seen cities over the years that haven’t done a really good job of communicating what their brand is, and then the world decides to brand their city for them.”
Lantana currently uses its municipal seal as its main logo, which has a seagull and a sailboat in the water. Some departments and town buildings use variations of the seal with different colors and fonts, or incorporate other visual elements.
During the presentation, Boylston showed examples of those inconsistencies and how they show up in other areas, such as town signage.
To fix this, 2TON would create a logo family and brand guidelines that would direct town officials on what colors, fonts and logos they should use to maintain consistency across the board.
The company would also create a unique town tagline — a short, memorable phrase or motto to help reinforce the town’s new brand identity.
To ensure 2TON had the community’s interests in mind, residents had the opportunity to give their feedback on what they think the redesigns should include. Attendees participated in a brainstorming session to decide what best represents the town.
They came up with words and elements that are central to Lantana’s identity — “coastal,” “peaceful,” and “laid back” were some of the most common.
Not only that, those at the meeting also voted on options for potential taglines that 2TON created. The top choices included “Old Florida, Today” and “Relax, you’re in Lantana.”
Other feedback was given about what 2TON should look into as potential logo design elements. Some residents supported incorporating Lantana flowers and maintaining some aspects of the town seal.
Boylston explained that his team will use this feedback to create an identity that aligns with the town’s vision, so that it’s also one that can always be used in the future.
“I want to make sure that my team has all the input necessary to put together the best brand possible” for the town and the residents of Lantana, Boylston said.
To gain more comments from residents, officials posted a community survey on the town’s website, www.lantana.org.
The survey asks similar questions, such as words that best describe Lantana, what visual elements best represent the town, and what should be reflected in the logo. Residents can also upload their own ideas or sketches for a logo concept.
The survey closes on Dec. 11.
After the project is completed, the final rebrand will need to be approved by the Town Council.
From there, 2TON expects there would be a 12- to 24-month rollout period to implement the changes.
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