Farragut Branding Campaign: Live Closer. Go Further.

Branding Process


In 2015, the Board of Mayor and Aldermen approved the Town of Farragut’s new brand and logo. A 10-member branding committee worked with a consultant in a year-long integrated process including research, strategy and creative development. With valued input from Farragut citizens and business owners, as well as citizens in neighboring areas, a new community brand was developed which identifies what makes the Town special and will help us effectively market ourselves to residents, businesses and visitors. Over time, the brand will contribute to a stronger economic base, higher property values, diverse and sustainable employers, visitor attraction, and citizen retention.

The Town of Farragut’s new brand and logo embodies the idea that Farragut is a place that goes further to help you enjoy more comfort, beauty and convenience, yet helps you feel closer to a real sense of community. The brand is already coming to life in many ways, including our redesigned website and new Town Hall and park signs that will be installed this spring. Our hope is that the new brand will continue to increase community pride in this wonderful Town we call home. 

Logo


The Town’s new logo is warm and inviting, with the traditional typeface in lowercase letters keeping the logo youthful and friendly. The graphic “F” element feels organic and artsy due in large part to the textured brush stroke effect. The stylized presentation of this “F” monogram gives a nod to Farragut’s walking trails and green spaces as well as to the personal pathways of its residents. Overall, the feel of Farragut’s new logo is modern, youthful, friendly and creative. 

Live Closer. Go Further.

 
The strapline portion of the logo – “Live Closer. Go Further.” – implies that the Town of Farragut is close to everything that matters. Live Closer is an open invitation to Farragut residents to fill in the blanks regarding what they want to live closer to. This closeness refers to Farragut being one of Knox County’s most convenient residential locations just 20 minutes from downtown Knoxville and Oak Ridge, a stone’s throw from I-40 and I-75, and adjoined to the area’s most popular shopping district at Turkey Creek. Farragut is close to great education choices including Knox County Schools and the University of Tennessee. Live Closer can also mean living closer to family, to beautiful recreational options and to work.

The second half of the strapline – Go Further – is also an open-ended invitation for residents to go further in school, in business and in life. Go Further represents the ideals of this community which was founded by leaders and residents with a long history of giving their best in everything to further not just their own success but the success of the entire community. Farragut celebrates achievements from top-performing schools to the region’s most popular high-end retail to a beautiful community design that resulted from high development standards. Tennessee’s “volunteer” spirit is apparent here, and families and businesses thrive in a community that is warm and inviting. 

Farragut Branding Campaign Final Report