New Erving logo nearly finalized

  • The Selectboard agreed Monday that the design of the latest draft of a new town logo is close to a final state, and that any remaining work is a matter of fine-tuning. CONTRIBUTED IMAGE

Staff Writer
Published: 8/5/2020 12:13:41 PM

ERVING — A new logo for official town uses has been commissioned by the Selectboard, as part of a larger project of reconsidering how Erving brands and styles itself.

A design that features the Connecticut River and the French King Bridge is strongly favored by the Selectboard. In a meeting on Monday, board members agreed that the design of the latest draft is close to a final state, and that any remaining work is a matter of fine-tuning.

Lingering issues that the Selectboard pointed to include adjustments to the color palette, the spacing of a few objects in the image and how exactly the name of the town should be presented.

The new logo will probably be used on town signs, town vehicles and stationary, among other potential uses, said Planning Assistant Mariah Kurtz. The color scheme of the logo will also be used for official town materials in different contexts.

The concept of the logo, which emphasizes Erving’s natural resources through its imagery and earthy colors, was influenced by several public forums earlier this year that sought to understand residents’ perceptions of Erving, Kurtz said. The forums were part of a study conducted by a University of Massachusetts Amherst class that resulted in a report on the assets and weaknesses of the town, and recommendations for future development.

In February the town started working with Tiny Town Marketing, based in Orange. Kurtz said early concepts of the logo varied widely, and gradually narrowed to variations on the themes of the river, the bridge and mountains.

On Monday the Selectboard reviewed the third round of designs, which are likely to be the final major changes. The design chosen by board members was strongly favored over the other options.

However, the color palette was deemed a little too dark on the whole. Selectboard members and Kurtz noted that certain colors could be brightened a little, like the dark green of the hills around the river, and that perhaps warmer colors could be used for small accents, like the trim of the frame.

Board members also felt the fact that the river seems to suddenly disappear in the background is confusing.

“I’m a little unclear what’s happening with the water at the end there,” Selectboard Chair Jacob Smith noted.

Administrative Coordinator Bryan Smith explained the designers were referencing a photo of the river in which, in the distance, the river bends and is no longer visible behind the mountains.

On the whole, the Selectboard was pleased with the design as presented.

“I like this one. There’s just that problem with the color and the background,” commented Selectboard member Bill Bembury.

Kurtz said a draft with the suggested revisions will probably be reviewed later in August or in early September.

Reach Max Marcus at or 413-930-4231.

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