In the heart of Danville, where the pulse of a city beats with the rhythm of unity and belonging, a new chapter has unfolded. Recently, amidst the hallowed halls of George Washington High School’s auditorium, the City of Danville unveiled not just a brand, but a beacon of hope, unity, and promise.
With the rallying cry “Danville: Feels Like Home,” Mayor Alonzo Jones captured the spirit of this occasion.
“Danville is more than just a city — it is a community, a family, a home,” Mayor Jones declared, his voice echoing with the unwavering commitment to ensure that every resident, regardless of background or origin, finds their place and can thrive and succeed.
At the core of this transformative initiative lies a profound truth articulated by City Manager Ken Larking: this brand is not merely a marketing ploy but an identity — a testament to Danville’s rich history, its vibrant present, and its boundless future.
This unveiling ceremony, held in partnership with Danville Public Schools, served as a poignant reminder of the city’s dedication to its youth. “One of our greatest priorities as a city is to ensure that our youth have access to the opportunities and resources they need to succeed,” Mayor Jones affirmed as he gazed toward the students in attendance.
Larking added, “Whatever you (students) decide to do in life, the leaders of Danville are working so that, if you want to when you graduate, you will find an opportunity to live a successful life right here — close to your family and friends.”
The brand positions Danville as follows:
- Inclusive and neighborly — “We embrace everyone as neighbors, inviting all to join. Whether you’re a long-time resident or a newcomer, you’re part of the Danville family.”
- Optimistic and forward looking — “We’re excited about the future and the opportunities it holds for all of us.”
- Enthusiastic and supportive — “We’re here to cheer you on, support your progress, and be your biggest fans. The City of Danville is your biggest cheerleader.”
- Genuine and down to earth — “Here, you’ll find honest, friendly people who are eager to connect.”
Symbolized by a house, a bridge, and the gentle flow of the Dan River, the brand logo encapsulates the essence of Danville’s identity — a place where all are welcomed, unified, and nourished by the currents of hope and possibility.
In addition to the brand logo, a new City seal has been created for official local government documents. The new seal plays off the brand logo, with timeless, natural elements such as the sun, bridge, and river. It is the first seal redesign since being introduced in 1957. That seal highlighted industries and crops that do not identify with the present community.
The creative process kicked off in the fall of 2022 when the City of Danville contracted with Destination by Design, a firm comprised of experienced local government planners, engineers, urban designers, and communication experts based in Boone, N.C.
Working under the guidance of a steering committee that consisted of local design and marketing professionals, Destination by Design launched the effort with a strong research and community engagement effort that included site visits, stakeholder interviews and a community-wide survey. Armed with that research data, the company proceeded to develop a strategy to define and describe what is authentic, ownable, and distinct about Danville. As the dust settles on this historic unveiling, citizens of Danville can anticipate the brand’s presence weaving its way through the fabric of their community in the weeks ahead. It is a testament to the power of community, the resilience of the human spirit, and the enduring promise of ho