New Look for Downtown Lamar

The Lamar Partnership will unveil a new brand for Historic Downtown Lamar at a special event that will be held on November 9, 2012 from 5:30pm-7:30pm at the Shore Arts Center, Downtown Lamar.

“This project is all about creating new energy Downtown and attracting new investment by community members and business,” said Shawna Hodge, Main Street Director.

The new logo shows a stylized windmill in a tangerine orange color and “Historic Downtown Lamar” in brown and slate gray. It was designed to respect the past while conveying a fresh future. “Like most small communities, Lamar has had a rough few years,” said marketing consultant Hilarie Portell, of Denver-based PortellWorks. “What impressed us was the range of projects underway, such as the new arts center and renovated buildings on Main Street, and the strength of the local leadership. Like the windmills around town, people are reaching forward and making things happen, a little bit at a time.”

In addition to marketing materials, the new logo will soon be on display in banners lining Main Street, along with freshly painted street lights. “One of our biggest challenges is high-speed, drive-through traffic,” said Hodge. “There are no visual cues to slow down.” Many historic districts incorporate red as an accent color. We suggested that Main Street light poles and benches be painted historic red, to communicate a sense of arrival to motorists and to enliven the streetscape for businesses and their customers.

“Your brand is your business handshake,” said Hodge. “We’re going to convey that the future is bright, and we’re moving forward.”

Downtown Lamar was named a Colorado Main Street in 2010, to providing economic development opportunities within the context of historic preservation. Since then, it has conducted an historical and architectural survey of 70 downtown buildings, incentivized property owners to undertake façade improvements and created an Urban Renewal area to encourage redevelopment. The Partnership also will produce downtown events in 2013.

More plans are underway for Downtown. To stay in the loop, register for email updates at and “friend” the Lamar Partnership on Facebook. The Partnership offices are located at 109A East Beech Street with the Lamar Chamber of Commerce.


Lamar Partnership, Inc.
A Colorado Main Street Community


Filed Under: BusinessChamber/Local BusinesscommunityEconomyEventsFeaturedLamarTourismTransportation


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