Parks Commission Approves Department Rebrand



Jefferson City, Mo – The City of Jefferson Parks & Recreation Commission has approved a rebrand for Jefferson City Parks, Recreation, and Forestry.

The rebrand, which includes a new oak leaf logo and shortened department name, will position the department to enhance awareness and improve program offerings.

Parks Director, Todd Spalding is intent on improving patron awareness and utilization of Parks’ property.

“This rebrand really kicks off our efforts to improve not only Parks’ properties, but the programs we offer patrons of all ages,” said Spalding. “This isn’t just a logo change-out, this is an experience-changer for the citizens of Jefferson City.”

Spalding engaged local marketing agency, High 5 Communications to assist in the perception study that lead to the rebrand recommendation.

“Market research indicated that our patrons are largely unaware of what Parks offers and maintains,” said Spalding. “We don’t want to be the best-kept secret. We have great parks, programs, and staff and we want more patrons to benefit from these resources.”

High 5 Communications recommended a new logo for the department and a shortened name to aid in brand awareness and recall.

The logo roll-out will begin digitally and be phased in as the department orders materials and replaces signage.