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Rebranding Zebulon: Discussions over town brand, new logo continue



Zebulon has decided to wait on its rebranding effort. It says it will continue the discussion later. Screenshot image.

ZEBULON — The Zebulon Board of Commissioners will need more time before moving forward on a new logo and branding for the town.

“We are a changing community,” Town Manager Joe Moore said. “We are both growing and we are diversifying. And having a brand that’s reflective of that growing and changing community is not only important but it’s timely … given how with the rest of the towns in Wake County … we’re growing and we’re changing just like they are.”



The board decided to wait during a mini-retreat on Jan. 26. It says it will continue the discussion later.

Arnett Muldrow and Associates is doing the rebranding effort for the town. After some six revisions, firm partner Aaron Arnett said the process has happened over the past year, including garnering public input and discussions with the Board of Commissioners.

“We have done a lot here in this community,” Arnett said. “We’ve done more revisions than we typically do, but that’s because it needed to happen.”

To date, the process has cost the town about $5,000, Moore said.

The final cost for the rebranding depends on how aggressively the town implements it, Moore said. For example, he said, “way-finding” signs could cost anywhere from $9,000 to $15,000 each, if used. 

The proposed logo prominently features a smooth, cascading white “Z,” with curved edges in the center of a bright-red circle.

“You all are a dynamic community, and this whole system needs to reflect that and the vibrancy of the colors are where that begins,” said Arnett.

The logo colors could easily reverse, change or adapt to fit in with other contexts or promotions for events like Candy Cane Lane and Spring Fest, Arnett said, with the different uses tied together with the overarching brand.

Commissioner Shannon Baxter, who attended the meeting over Facebook livestream, posted: “I am desperately looking for something positive to say about this branding effort.”

Commissioner Beverly Clark spoke favorably on the facilitation of the branding.

“The sign looks good,” Clark said. “I wasn’t crazy about the red “Z,” but seeing it all together. … .”

“I appreciate all the hard work you’ve done,” Commissioner Larry Loucks said. “I like the color red coming back into the scheme. The ‘Z’ has progressed fine, but I don’t think it’s there yet. I mean, I look at this ‘Z’ and to me it looks lazy.”

The rebranding also could bring a new town seal, featuring the cupula of the Town Hall building in a red outline.

The town, too, could get a new tagline, with the firm proposing the phrase “you belong” to replace the current “town of friendly people” slogan.

Public comments showed some prefer “town of friendly people.” But, Arnett said, the current phrasing was unoriginal, and the new “you belong” tagline is a natural evolution. 

“It’s really taking that welcoming nature of your people that makes you all the town of friendly people, but growing it to that next level of showing your ‘welcomingness,’ your openness and letting people know that you truly do belong here,” Arnett said.

People commenting on the Facebook livestream aren’t happy with the proposed logo and tagline.

“Thank you but no thank you,” commented Patricia Roberson. “I think that ‘Red Z’ is a distraction. Who thinks REBRANDING is one of Zebulon’s greatest needs.”

Phyllis Wrenn Oliver said the current logo should be left alone.

“The new one is awful and doesn’t reflect our town at all,” Oliver commented.

Bruce Crawford expressed his disapproval of the logo, saying the town should keep its tagline. 

“The logo would be good for a daycare but not a town. It’s weak,” Crawford said. “And please don’t get rid of ‘town of friendly people’ — ‘you belong’ sounds like a church or a cult.”

Arnett said pleasing everyone is impossible.

“We feel strongly that this represents more of a consensus, more of a reflection of most of what we heard,” Arnett said.