Eddy Alexander created the new “Virginia’s Crossroads” logo as part of a full rebranding strategy that included a new name, color palette, promotion strategy, and positioning initiative. Previously called “Virginia’s Retreat,” the 11-county, one-city region officially adopted its new name, “Virginia’s Crossroads,” in May of 2017. They released their newly rebranded promotional materials in early 2018. They sought to convey a more intuitive name that highlighted their diversity of activities, cultural attractions, and central location.
The logo itself was inspired by the traditional “blazes” that hikers use to navigate their way through the woods. It is designed to portray a sense of adventure, curiosity, and wonder. The new logo is decidedly younger, edgier, and more thought-provoking than its predecessor, but Eddy Alexander carefully balanced that disruptive tendency with a focus on ensuring a warm, welcoming, and authentic reflection of the region that didn’t conflict with historical representations.
The color used, the typography chosen, and the blaze-mark itself work together to represent a greater diversity of assets and engage a younger and more sophisticated audience, two essential criteria critical to the region’s long-term economic success.