County’s branding initiative creates new opportunities

Osceola County recently launched a new branding initiative that both positions Osceola for future success and preserves our valuable heritage. Residents’ interest and thoughtful feedback has been critical to the County Commission’s decision-making on this project, and we’re grateful for it. Once again, it’s clear that your passion for our community is central to what makes our county strong and poised for success.

Osceola is a recognized leader in a variety of fields, from agriculture to hospitality and now in the emerging sector of sensor technology. This breadth of expertise and innovation is the foundation of Osceola going forward. We can build on it to attract high-quality jobs and ensure opportunity for all our citizens.

However, the reality is that we have a long way to go. For example, despite being within one of the largest metro areas in the state, Osceola County ranks in the bottom half of Florida in per capita income. The County Commission’s job is to seek ways to improve metrics like these. Our priority is to protect current industries and communities, but we must continue to foster a more diverse and resilient local economy to do so.

That is why we are introducing a modern addition to our county brand.

A more competitive, up-to-date version of the brand will play an important role in attracting key drivers for improving quality of life, such as higher-wage and diverse job opportunities, investment in exceptional and affordable housing, stronger and safer public infrastructure, retail growth, and even enhanced public education.

When evolving the brand identity, we listened to and incorporated the opinions of our community. It was an extensive research process that included participation from nearly 1,000 local residents, who provided detailed insight on our county’s reputation, goals, strengths, and opportunities. These vital voices informed the new brand’s development.

And while the evolved brand and its supporting tools will help Osceola compete in the global marketplace and bring investments that better our future, let me be clear: we are not – and will not – abandon our past. The Heritage Seal, what some reference as the “old logo,” will remain in existence for use on official documents, proclamations, and more, as well as on other historic materials and infrastructure within the county.

In other words, the brand identity is a supplement, not a substitute. With the priorities of enhancing our future and honoring our past, we’ll achieve our common goal of improving quality of life for all across Osceola County by continuing to be first to what’s next.

Brandon Arrington is the Osceola Board of County Commissioners Chairman, and represents District 3.