The Lehigh Valley Economic Development Corporation (LVEDC) is asking partners to share a brief video, urging businesses and other organizations in the community to adopt the new Lehigh Valley logo in their marketing materials.
The logo is the community’s name – Lehigh Valley – in easy-to-read, stylized letters that symbolize the region’s attractive outdoors and urban landscapes.
The logo is part of a larger, joint branding initiative between LVEDC and Discover Lehigh Valley®.
The gist of the initiative is this: From Crayola crayons to Dorney Park, the region touts products and experiences known throughout the nation. No one municipality in the Lehigh Valley has all those things. But, collectively, the Lehigh Valley does. When you connect all the things people love about the Lehigh Valley to the Lehigh Valley, a rich quality of life emerges.
Quality of life is critical in marketing the region to attract the talent that businesses need to grow and thrive, making regional identity among the Lehigh Valley’s valuable assets.
The initiative begins with a new logo. Discover Lehigh Valley® is using it to promote recreational and business visitation and LVEDC for business and talent attraction.
LVEDC is asking other organizations and businesses to incorporate the logo into their own marketing materials, tying their services or products to the Lehigh Valley brand so word about the region spreads farther.
The logo comes in different formats, including stacked and horizontal versions. There is also a Made in the Lehigh Valley button. The angled letters in the logo hint at the highs and lows of the Valley’s physical landscape. Looking at it a different way, the angled Ls may suggest a city streetscape.
Uses range from adding the Lehigh Valley, Pennsylvania, logo to the quality-of-life section on an organization’s website to the Made in the Lehigh Valley label on products.
Several community leaders have provided testimonials about why regional branding helps their missions:
Muhlenberg College President Kathleen Harring said the college recruits students from all over the country, and brand awareness of the Lehigh Valley is important to the college’s vitality.
Lehigh Valley IronPigs President and General Manager Kurt Landes talked about the power of regional branding to attract visitors to destinations like Coca-Cola Park, the stadium where the Phillies Triple-A affiliate plays.
ADP's Vice President of Diversity and Talent Drew Lewis said it’s important that the collective message of the business community conveys the breadth of what the Lehigh Valley has to offer perspective talent.
Ed Lozano, of Savant Beverages, which owns Weyerbacher Brewing, talks about the importance of regional branding for manufacturers and small businesses.
To learn more about the usage, consult the brand guidelines and contact Nicole Radzievich Mertz, LVEDC Vice President of Marketing, Communications, and Research, at nmertz@lehighvalley.org.