Groveland approves new logo and new brand: City with Natural Charm


Introducing Groveland…a city with natural charm.

The Groveland City Council on Monday unanimously approved a new logo for the city that includes the tagline, “City with Natural Charm,” a news release states. The logo features the letter G with a green upper half and a blue lower half that looks like ripples on a lake with a leaf capping off the letter. Below the icon are the words “Groveland, Florida” and the new tagline.

Alarie Design Associates, of Winter Garden, is the city’s branding partner. The design is a reflection of the city’s agricultural enterprises, which include Cherrylake, a multimillion-dollar commercial landscaping firm, and Lake Catherine Blueberries. The lake image is a nod to the city’s many waterways. The new tagline was derived from months of focus group and visioning sessions in which residents overwhelmingly said that hills, lakes, and the natural environment attracted them to the city.

“We’re excited about this new look, which captures what people love about Groveland,” Mayor Evelyn Wilson says in the release.

Upon approval, police and utility cars sporting the new city logo zoomed up beside the windows of the Puryear Building, where the council meeting was held. Vests and caps designed with the logo were passed out to council members and some audience members. Caps also were handed out Tuesday to city employees.

Groveland City Council members display vests and caps with the design of the city’s new logo. // City of Groveland photo

Groveland’s former logo included an orange. Citrus, however, has been largely gone from the region since a December 1989 freeze.

Today, the city has maintained its historic nature and natural features while becoming one of Central Florida’s fastest-growing communities. In addition to Cherrylake and Lake Catherine Blueberries, Groveland is home to one of the region’s largest industrial parks, and new enterprises, such as an olive grove by a former Disney chef and new residential developments, have changed the city’s economic drivers, the release states.