Town of Old Saybrook Unveils New Brand Identity

Media Contact:
Carl P. Fortuna | First Selectman
860-395-3123
Carl.Fortuna@oldsaybrookct.gov
                                               
Town of Old Saybrook Unveils New Brand Identity
The new brand showcases the town’s unique waterfront location, an historic landmark, and presents an identity that reflects the community’s unified values and character.
OLD SAYBROOK, Conn. — The Town of Old Saybrook unveiled its new municipal brand Tuesday morning during a meeting of the Board of Selectmen at Town Hall.
The rebranding project was developed over several months with guidance from Miranda Creative, the Eastern Connecticut-based marketing and branding firm that has worked with the town for the past three years.
A small working group of community volunteers helped lead the process, with additional input gathered through three focus groups comprising residents and town leaders. In developing the new brand, the group considered the imagery currently used to represent Old Saybrook, symbols reflecting the town’s history and culture, and the characteristics most often associated with the community.
The goal was to create a timeless and distinctive identity that represents Old Saybrook as a whole and helps tell the community’s story.
The town’s previous official brand featured a blue-and-gold shield incorporating elements from two family crests. Because it did not include the town’s name or other uniquely identifiable features, the mark was difficult to associate with Old Saybrook outside the community.
“The idea for the rebrand grew out of the extensive marketing and branding work we have undertaken since the COVID-19 pandemic to support our business community and showcase all that Old Saybrook has to offer,” said First Selectman Carl Fortuna. “We introduced the Say Old Saybrook brand several years ago and have seen strong results from using it in a consistent, unified way. That success showed us the value of bringing the same level of clarity and consistency to the town’s municipal brand.”
Research conducted during the process also found that the shield imagery originated at Yale College, founded in Old Saybrook, and remains in use at Yale today. As a result, the mark was not considered uniquely representative of the town.
A broader review of imagery used across municipal departments revealed some common elements, but no cohesive visual identity representing Old Saybrook as a whole.
The town will begin incrementally integrating the new branding and imagery into its messaging over the next several months.
 
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