The Augusta Canal’s branding has a new look after nearly a year of design and deliberation. Thursday evening, in the courtyard of the Enterprise Mill, the Augusta Canal Authority (ACA) hosted a Brand Rollout Event, unveiling the new design.
With a grant presented via Destination Augusta, the ACA partnered with local marketing consulting firm Wier/Stewart to develop its revamped logo, brand imagery and its media presence. The design conveys the story of three historical — and current — functions of the canal: drinking water, boat transportation and hydro power, explains Julianna Shurtleff, education program director with the ACA.
“So the drop of water represents drinking water, the three drops of water represent the hydro power, and then the square represents cotton,” Shurtleff said, expounding on the ACA Heritage Area’s new insignia.
Beginning last summer, Wier/Stewart conferred with the ACA, complete with a discovery process that entailed a tour of the canal, to fashion a look that succinctly conveyed its story, from its completion in 1845 to revitalization efforts in the late 20th century after a long period of disrepair that led to its designation as a national heritage area—the first in the state of Georgia—by Congress in 1996.
“We wanted to do something that looked like it could have been the brand of the canal forever, and something that would be attractive from a tourism perspective, because this is a really super unique asset,” said Alex Wier of Wier/Stewart. “There’s only three national heritage sites in Georgia, and this is the only one that’s within city center, and its footprint is huge.”
One of the aims of the project was to raise awareness among tourists — both out-of-towners and curious locals — of the canal’s place in the city’s legacy and its present significance.
“People coming from out of town on vacation and trips, it’s a big tourist destination for them, as well, a great opportunity for that,” said Kristine Yonke, director of agency services with Wier/Stewart. “But everybody in our city who uses the canal trails every day just has no idea what this place is doing to keep it up and maintain it and take care of it and how it gives back to the community so much.”
The ACA’s new face represents an overarching renewal concept by Tyler Snead, the ACA director who unexpectedly passed way earlier this year.
“He had this vision to kind of take the Augusta Canal to the next level in the future… This is kind of just finishing his vision of wanting to progress the Augusta Canal in a new way,” said Shurtleff. “Our original director [Dayton Sherrouse] had retired after over 25 years, so he had been around for a long time and really built up the canal and what we have, our trail system, our museum, everything. So it was just a new light. And so we just wanted to continue that.”
The Augusta Canal Discovery Center is located at the Enterprise Mill, on Blome Lane.
Skyler Andrews is a reporter covering business for The Augusta Press. Reach him at skyler@theaugustapress.com.
