City logo prototype presented

Officials from New Mexico MainStreet and a graphic designer made a videoconference presentation Wednesday of a late-stage prototype of the city's new tourism logo to the Tucumcari Lodgers Tax Board.

New Mexico MainStreet and revitalization specialist Leighton Moon of Alamogordo consulted with Tucumcari MainStreet and surveyed residents on a rebranding of the city's logo and setting up a tourism style guide. New Mexico MainStreet offered the service, which ordinarily would have cost thousands of dollars, for free.

The logo, which incorporates design elements from classic signs, indigenous Americans, the American West and Route 66 and car culture, elicited praise from board members.

Board Chairman Larry Smith also said the logo was "the unanimous choice" during a recent tourism committee meeting.

City manager Mark Martinez and Tucumcari MainStreet Executive Director Connie Loveland said before the presentation the logo design was not final.

However, Leighton Moon principal Camden Wilde, who presided over much of Wednesday's presentation via Zoom, said the design was "not a first draft" and added: "This is what we feel ... is the best solution."

Loveland said the logo would be officially unveiled at a later date.

Smith said he would meet with the Tucumcari tourism committee this week to finish the tourism style guide with New Mexico MainStreet.

Wilde said the proposed logo offers flexibility and possibilities. He showed how the initial design of "City of Tucumcari, New Mexico" could be shortened to simply "Tucumcari" or rephrased "Savor Tucumcari," "Discover Tucumcari" or "Nostalgic Tucumcari" as examples.

The proposed logo includes a small "T" version that can be used as a supporting element in other designs or small media such as postcards and stickers.

Wilde said a logo must be distinctive and recognizable. He said he was reluctant to use a direct image of Tucumcari Mountain or the "overused" Zia symbol. He said the logo must be legible and shows the city's name clearly. He said he wanted it to pay tribute to Tucumcari's nostalgic history and show its opportunities for the future, with a focus on relaxation and self-discovery.

Classic signs and Route 66 neon lighting inspired the logo's shape and type style. Indigenous Americans inspired its diamond motif and stripes. American West hand-painted signs informed its type style, as did Tucumcari Mountain's profile, plus maps and topography. Auto detailing and striping, auto grilles and movement and road motifs from Route 66 and car culture were incorporated as design elements.

Wilde said the logo went through 50 to 100 treatments before it was "nailed down."

Loveland said the logo "looks much different" after New Mexico MainStreet received input from residents in online surveys. She also credited the "several hundred hours" local volunteers spent on the effort.

Robyne Beaubien, who runs New Mexico MainStreet's promotion and image department, recommended implementation of the logo and that the city hire a graphic designer to incorporate it.

Smith, who recommended the presentation be made to the board Wednesday "to show all the hard work that's going on" and added it to the meeting's agenda, said the logo is "so far removed from Sunny505" - the city's former marketing firm.

"It looks like the logo will be the winner," board member Al Patel said.

Martinez said he appreciated the thought and process that went into the logo.

"You see something new every time" while looking at it, he said.

Smith said he and the tourism committee will meet with New Mexico MainStreet this week on the city's tourism style guide regarding fonts, colors and other elements.

Leighton Moon's website shows it has designed logos for Raton, Zuni Pueblo MainStreet, New Mexico Rails to Trails Association and White Sands National Park and a style guide for Gallup MainStreet.