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Caldwell City designs new logo, draws tourists in

New logo for the city of Caldwell.
New logo for the city of Caldwell.
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CALDWELL, Idaho (KBOI) - Caldwell City Council unanimously approved a new design for a city logo. Destination Caldwell partnered with a Seattle contractor to re-brand the city as a "premier gathering place."

Keri Smith-Sigman, the President of Destination Caldwell, said that the city has a pretty big "leakage problem." At least a million-dollar leakage problem, to be exact.

Smith-Sigman said that's why they brought in Roger Brooks, an expert who promises to keep those dollars local.

"There's some awesome design firms that are here locally and we really appreciate all that they've done for our community," Smith-Sigman said. "That being said, we wanted someone that could look at an unbiased approach of what could make us unique. There are different perception issues with every community. We're plagued with some as well."

Roger Brooks has helped many cities figure out their brand.

He costs about $65,000, but Smith-Sigman says it wasn't the city who paid for it. Donors and grants funded the project.

Residents KBOI 2News spoke with said they were happy to find out the money came from another source.

"I think it's great that you can use some other connections rather than just throwing money at a project," said Lindsay Lowe, a Caldwell resident.

Another Caldwell resident acknowledged the logo was a good representation of what Caldwell had become. But she wished that the logo included other types of farming, as well.

"I think it's great, I'd like it to be more general because there's a lot of other farming before the wineries," said Joy Tharrington. "But it's great."

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The $65,000 goes to a branding suite that includes creating a new downtown community that brings in retailers, shops and a gathering place for Caldwell residents and tourists.

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