Tourism logo officially unveiled
December 23, 2020
The City of Tucumcari on Friday morning via a 38-second video on its Facebook page officially unveiled the community's new tourism logo.
The video stated the logo "was inspired by community input, reflecting our past, reflecting our present, reflecting our people." The clip showed several examples of the logo that began with "City of Tucumcari, New Mexico" and variations available in different color schemes:
• "Experience Tucumcari, New Mexico"
• "Nostalgic Tucumcari, New Mexico"
• "Savor Tucumcari, New Mexico"
• "Explore Tucumcari, New Mexico"
• "Discover Tucumcari, New Mexico"
The video also provided a glimpse of the shortened version of the logo, using the "T."
The city's Facebook post also thanked residents for their support and opinions during the logo's development.
"We love the new logo and how it represents our community and each of you!" the city stated. "Watch for a free gift in your utility bill in January and get ready to share your community pride for a chance to win some Tucumcari swag in a social media contest that month as well!"
A rebranding committee of officials from city government, the city's Lodgers Tax Advisory Board, Tucumcari MainStreet and Tucumcari/Quay County Chamber of Commerce directed the effort. The panel also surveyed residents to help steer the direction of the logo's design.
A late-stage prototype of the logo was shown in early November during a videoconference with Alamogordo-based design firm Leighton Moon and New Mexico MainStreet officials during a regular Lodgers Tax Advisory Board meeting. New Mexico MainStreet offered the logo redesign service at no charge.
The logos unveiled Friday appeared to be identical to the prototype shown during the November videoconference.
According to Leighton Moon principal Camden Wilde, 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 he wanted the logo to pay tribute to Tucumcari's nostalgic history and show its opportunities for the future, with a focus on relaxation and self-discovery.
Leighton Moon also 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.
The Tucumcari City Commission voted in late November to spend $5,000 in lodgers tax funds to help produce promotional items sporting the city's new emblem.
Leighton Moon also helped develop a style guide that goes with the logo and Tucumcari's tourism efforts.