New Columbia Association Logo Revealed

The Columbia Association's new logo is a simplified version of the People Tree.

The Columbia Association revealed its new simplified version of the People Tree logo Thursday in a YouTube video.

The CA to have more flexibility, specifically in social media applications and to represent the change coming to the city with the Symphony Woods Park development, downtown plan and mall redevelopment, according to the video description.

While the CA owns the People Tree sculpture itself, Howard Hughes owns the People Tree image, according to the CA. In a press release accompanying the roll-out of the new logo, the CA wrote that it asked about purchasing the right to the image, but decided it "wasn't the route to take." The had been used for 15 years.

The new logo was developed by the marketing department at CA and Redhead Companies, an Ellicott City marketing firm. In the release, the CA wrote that it wanted to retain the essence of the People Tree in the new logo. It chose the colors of blue and green to represent the sky and the earth. 

As for the design, the CA wrote, "The new 'tree' is comprised of people with open arms in each leaf of the top of the tree. The arms and the people connect to one another. When the logo appears without the tree trunk, a full circle is formed signifying wholeness, completeness, unending strength, motion and progress."

The logo will eventually be incorporated all over the city, according to the CA. This includes maintenance equipment, building signage, individual membership cards, open space signs, etc.

The People Tree sculpture itself is not going anywhere. The sculpture, made of fiberglass and gold leaf, was created by Parisian artist Pierre duFayet, who was hired by the Rouse Company in 1965. It is a civic monument that interprets "Columbia's goal to create an environment that contributes to the growth of people and fosters community spirit," according to a Columbia Association brochure.

It contains 66 "abstract human figures" reaching out from a central core, the brochure said.

What do you think of the new logo? Tell us in the comments.

Ifitain'tbrokedon'tfixit April 20, 2012 at 08:14 AM
Do not like the new image! The article does not mention how much it would've cost to purchase the rights to the people tree. In my opinion, the People Tree is great as the logo. I'm not sure why there was a need to change it.
Ifitain'tbrokedon'tfixit April 20, 2012 at 11:25 AM
Back again. I wish I had watched the video before I'd commented the first time. I think CA is doing itself a disservice in this "rollout". They should've portrayed the new logo (in the thumbnail sketch) as a tree - instead until one watches the video, all it looks like is a blue/green design with no connection to the People Tree. The video, which took a few minutes, showed the stages of the People Tree into this logo. I am not nearly as opposed once I saw the video. I think the video was well done, but I wonder how many will take the time to view it!
Sue - River Hill April 20, 2012 at 01:46 PM
I like the new logo very much. I think they have done a nice job updating the look while keeping the people tree concept intact. The video is very well done and it's worth the three minutes to watch it. I'm also pleased they used a local marketing firm. It's a good move.
Dee April 20, 2012 at 03:58 PM
The May episode of www.columbiamatters.org can answer some of those questions for you. There will be an in-studio interview with Valerie Barnard from CA and Ed Stern, CEO of the Redhead Companies. Hope that helps.
Rosetta Russek April 21, 2012 at 03:59 AM
BIG MISTAKE! New logo looks like so many neither here nor there logos. Even with your explanation it fails to excite. You didn't say how much it would have cost to purchase the rights to the original logo but if possible it should have been done. Columbia is known for its people tree and the concept is irreplaceable and timeless . IF IT AIN'T BROKE DON'T FIX IT


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