Then this story popped up just a few minutes later, also on the  "Business" page under "Latest local business headlines":

City looks to re-brand itself, its image

By Ryan Gauthier, Staff Writer 2:39 AM Friday, February 19, 2010

MIDDLETOWN — The city unveiled a branding initiative this week, simultaneously focusing on the past and future of the municipality.

With a motto “Bright past, brighter future,” the new design combines the city’s “river roots” with a “spark of innovation,” according to designer Kelly Kolar.

Economic Development Director Mike Robinette said the project started as a way to enhance signs near the Renaissance East development. As the process got under way, he said it became apparent the entire city needed a common branding element.

“This will lend itself to a more effective use of resources we’re currently using,” Robinette said. “We’ll be conveying a consistent, effective message and image to the city.”

Kolar said her company spent a fair amount of time figuring out Middletown’s identity, taking inspiration from the people, setting, institutions and culture that make up the community.

“An opportunity exists to strengthen the city’s message to stakeholders, residents and partner agencies,” Kolar said. “Our job is to create a brand toolkit of parts to encourage and inspire all to be active participants in building Middletown.”

Cincinnati-based Kolar Design received $14,850 from the city’s economic development fund for its consulting work.

City Manager Judy Gilleland said she was pleased with the way staff was able to leverage work already going on in the Renaissance district to benefit the whole of Middletown. “We recognized the city needed to have a fresh look and fresh image,” she said. “It worked out very nicely that we could apply the design work for the east end to the entire city.”

No official launch of the design is planned. Robinette said it will be rolled out piecemeal in the coming months. The first place most people will see the design likely will be on city business cards and letterhead.

“We’re not going to go out and spend a bunch of money to redo our signage,” Robinette said, noting that as older signs in the city are replaced, they will be swapped out with the modern logo.