Some street corners in Crescent City already sport new signs featuring Battery Point Lighthouse beside road names, and more will be installed downtown this spring.
City crews have replaced worn or missing signs at 18 locations throughout the city, said City Manager Eugene Palazzo. They will install 28 more signs between K and H streets and from Front to Fourth streets, he said.
Replacing all the signs in the downtown area will likely take six to eight weeks, Palazzo said, and replacing all the signs in the city will likely take three to five years, he said.
"We went to the Planning Commission with our way-finding program and adopted the lighthouse as the branding of our community," Palazzo said. "Jason Wylie in our Public Works crew was starting to look at the street signs to change some of them out and he thought let's put the lighthouse symbol on them."
The signs cost about $30 each, according to Public Works Director Eric Wier. City workers used Del Norte County's sign cutter to craft them.
The city Planning Commission approved the use of Battery Point Lighthouse's silhouette in nautical blue as the city's logo in 2012, Wier said. Since then, the logo has been featured on the city's new trash bins, while the recycling bins sport the nautical blue color. The city is currently working with Caltrans to install directional signs on U.S. Highway 101 that will also feature the new lighthouse logo, Wier said.
"It started with the Front Street project," he said, referring to the city's plans to redesign Front Street. "As we're working our way through the project, a key component will be the street signs."
Branding creates an awareness and mental image of a place or product, said Jeff Parmer, executive director of the Crescent City-Del Norte Chamber of Commerce and Visitors Bureau.
"If you say Pixar, you think of animated movies, and if you say Xerox, you think of a copy machine," Parmer said. "You definitely want uniformity whenever you're branding."
The Chamber uses Battery Point Lighthouse frequently in its ads promoting Crescent City, while the redwoods represent Del Norte County, Parmer said. It currently uses the lighthouse logo, which Parmer got from Palazzo, on the commemorative tokens it gives to visitors.
The Chamber's promotional material on Crescent City typically features photos of the lighthouse, but Parmer said the city's logo may be a feature in future marketing.
"Up until now we haven't had consistency with the city and Visitors Bureau as far as using an image," he said. "We definitely want to be on the same page as far as promoting the town."
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