It’s an F!: Some residents upset by city’s new logo

FLORENCE, Ala. — Immediately after the city of Florence, Alabama, unveiled their new logo, some citizens asked for it to be changed back.

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The new logo uses the “L” and “O” in Florence to form an exclamation point to follow the “F”: F! In a news release announcing the new logo, the city said, “The exclamation point represents the unexpected ‘wow factor’ that people experience when they visit our city, and this discovery that we have so much to offer for a small town is encapsulated in this unique logo.”

As soon as the city revealed the logo, an online petition was created asking for the old logo to be brought back. The petition says, “The people have spoken and we give this logo an F!” On Friday afternoon, the petition had more than 7,500 signatures.

In a letter to residents, Florence Mayor Andy Betterton said, “As we navigate developing the new branding, one thing is for sure; the process has highlighted our community’s talents, humor, and love for Florence.”

Florence city leaders paid a marketing firm $25,000 for the branding, WAAY reported, and also paid the same firm $75,000 for a new website that has yet to be completed. City leaders have pushed back at claims that they did not consider hiring a local firm to do the branding, saying they put out a request for proposals but received none from local companies, The Associated Press reported.

A member of Florence’s city council, Kaytrina Simmons, posted a letter to citizens on her Facebook page saying, “I want to apologize for the logo that has brought so much disappointment to our great city. … I have made the request to meet with the Mayor and the full council to discuss and revise the logo with something the city can get behind and be proud of!”

To the citizens of Florence I want to apologize for the logo that has brought so much disappointment to our great city. ...

Posted by Kaytrina P. Simmons Florence City Council- Pro-Tem,Representing District 1 on Wednesday, January 26, 2022