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Cleveland Council adopts new city brand after EDC annual report highlights investment work
Summary
The City Council voted 5-0 to adopt a new official Cleveland, Texas branding package after a presentation of the Economic Development Corporation's 2024 annual report and a consultant's branding proposal. The EDC reported outreach that produced substantial private-investment leads and outlined infrastructure and workforce initiatives.
Cleveland City Council on Tuesday unanimously approved an official branding package recommended by the Economic Development Corporation and its consultant, Destination by Design, following an annual report that city staff said reflected substantial private-investment interest and workforce initiatives.
The EDC's annual report, presented by Emilio Lovario, director of community development for the city and the EDC, said responses to the authority's requests for information represented nearly $1 billion in potential private investment, though staff described a more conservative realization estimate closer to the low hundreds of millions and said the responses included roughly 815 potential primary jobs for 2024.
Lovario told the council the EDC also worked on infrastructure projects and small-business assistance, including a water-line upsizing on the west side of U.S. 59 South, facade grant matches totaling about $6,500 for small businesses, and a $10,000 workforce-development grant awarded to the Cleveland ISD Education Foundation.
"We do this to be transparent and to celebrate the wins and progress of the EDC, which is ultimately the success of the community," Lovario said in his presentation.
Destination by Design lead presenter Matt (Destination by Design) described the branding process as the product of a multiweek public engagement program that included stakeholder roundtables, focus groups, one-on-one interviews and an online survey. The consultant told the council the approach emphasized Cleveland's small-town character and its natural assets in the Piney Woods.
"All paths lead home embodies Cleveland, Texas' welcoming spirit, natural beauty, and Texas pride," Matt said, explaining the committee-selected tagline and the design elements including a star and stylized trees meant to reference the Piney Woods and Cleveland's regional location.
Councilmembers praised the public engagement and the EDC's work. Councilmember Buckley moved to adopt the branding package; the motion was seconded by Councilmember Roscoe Ward and carried 5 to 0.
The adopted deliverables include a full suite of logo assets, color palette, typography recommendations and brand guidelines. Lovario said the city and EDC plan to implement the new brand in phases and target a public launch after the city's 90th anniversary celebration later this year.
Why it matters: Council members and the EDC argued the branding will be used as an economic development tool to attract investment, support small-business marketing, and promote tourism tied to outdoor recreation assets around Cleveland.
The EDC report and branding materials will be posted online by the city and EDC for public review.
