St. Cloud Downtown Alliance Unveils New Brand

(KNSI) – The St. Cloud Downtown Alliance has rebranded in a colorful and energetic way.

If you visit their website or social media pages, you will see a bright logo conveying a distinct message. When asked why now, Downtown Alliance Director Rachel Lolmasteymaugh points out that the corridor is a priority of the new mayor and city council, along with stakeholders that are ready to make it economically vibrant. She says it is the perfect time to present a new side of the Downtown Alliance to the region.

“Once we had all of that [support] together, we wanted to bring a visual to it. So now, when you see the Downtown Alliance logo, you know that that’s when people really, truly invested in what’s happening.”

Lolmasteymaugh points to the failed Business Improvement District push this summer. Although a supermajority of property owners were unable to agree on the concept, the BID plan called for hundreds of thousands of dollars in support from some of the city’s largest institutions. Organizations like CentraCare, located well away from downtown, talked with their wallets about how important a vibrant historical center is to the city’s future.

The new logo shows a bright background of four vibrant colors helping to accentuate a white ‘A’ made up of what appear to be intersecting roads. Lolmasteymaugh says it represents the rare combination of retail, entertainment, and business offerings available along West St. Germain St. and Fifth Avenue.

She describes downtown as a meeting place for a variety of reasons. “It’s that entertainment district, it is that shopping district. It is the working district because we have a lot of offices downtown, so people are working downtown. It is a place where everything kind of comes together, and we just want people to remember that.”

Lolmasteymaugh is proud to call it a new era for the Downtown Alliance. She hopes the new branding will help the organization establish its identity better.

___