Town of Poultney adopts new branding

Vermont Business Magazine The Poultney Select Board recently adopted new branding developed by a working group of community volunteers and the Content Lab at Castleton University. The new brand includes official typefaces, a logo, a color palette, and a new town slogan: ‘Heart of the Slate Valley’. You may see it soon on highway signs, letterhead, websites, social media and more!

The logo was developed over the past year by the Goal 4 Working Group of the Town’s Recreation Economy for Rural Communities (RERC) planning project, with ‘Goal Champion’ Nic Stark, guiding the process. The working group and the Castleton University students worked hard to create a branding package for the town and to ensure that the community outreach was a substantial part of the design process.

The branding effort, and its new logo, was supported by numerous local organizations, including the Poultney Area Chamber of Commerce, Poultney Downtown Revitalization Committee, Poultney Rotary Club, the Poultney Historical Society, and Stone Valley Arts. These organizations served as de facto ‘review committees’ for the branding products, assisted the Working Group with design development, and supported its adoption by the Town, expressed in letters of supports stating,

  • “The Chamber believes the designed logo is representative of the Town, including its historic heritage. The shape of the letters suggests historic fonts.” Poultney Area Chamber of Commerce
  • “Beyond the merits of the design itself, we are no less impressed by the steps Nic and his colleagues took to engage a broad cross-section of stakeholders in the process with lead to its creation.” Poultney Downtown Revitalization Committee
  • “Nic Stark spent a good deal of time with the Historical Society archives, perusing Poultney Journals from the 19th and 20th centuries looking at fonts. The font chosen has the same look as those newspapers from 100+ years ago.” Poultney Historical Society
  • “Poultney Rotary Club recognizes the importance of a branding initiative within the town to attract new residents and visitors year-round as we navigated an identity related to outdoor recreation, strong traditions, and historical preservation.” Poultney Rotary Club

The Town looks forward to proudly displaying its new logo, and is very grateful to the RERC Working Group and the Content Lab at Castleton University for advertising this entirely pro-bono effort intended to spur economic activity and support revitalization in the community. To learn more visit:

About Recreation Economy for Rural Communities: “The Recreation Economy for Rural Communities planning assistance program helps communities identify strategies to grow their outdoor recreation economy and revitalize their Main Streets.” It is sponsored by the USDA Forest Service, Northern Border Regional Commission, and the EPA. More information here:

About the Content Lab at Castleton University: “Castleton University’s Media and Communication Department is creating a university-first “Content Lab” that will pair students with area businesses and non-profits to tell their stories and reach larger audiences for their products and services. More information here: