RDA weighs cheese logo options

by Emmitt B. Feldner of The Review staff

PLYMOUTH – The Redevelopment Authority continues to struggle with what exactly says cheese – or more precisely, what would say cheese to people from outside the Cheese Capitol of the World.

The RDA met Thursday to review progress on developing a logo to go with the recently-trademarked slogan “Cheese Capital of the World – Plymouth” but could reach no consensus.

RDA member Nicole Pavlica, a marketing manager at Sargento, presented the latest effort which features either a photo of a cow grazing or of Plymouth dairy statue, Antoinette the Cow.

She noted that earlier versions of the logo utilized a symbol – a wheel of cheese – that is no longer used in the cheese industry.

A cow – either a real one or Antoinette – was chosen to represent that cheese comes from milk, Pavlica added.

It drew a negative response from one RDA member, Jackie Jarvis.

“I don’t find that this speaks cheese to me,” she said. “It has more to do with milk.”

It was also noted by some RDA members that the cow might be confused with the cow in the California Milk Advisory Board advertising – although others noted that cow is in the name of several well-known brands of cheese.

“To me, I believe the cow defeats the whole thing,” Downtown Manager Randy Schwoerer commented. “The cow is a Wisconsin thing, not a Plymouth thing. Plymouth is cheese.”

“You don’t have cheese without having a cow,” RDA chair Lee Gentine responded.

“You have to consider who you want to draw in with this logo,” Jarvis said.

RDA member Donna Hahn expressed a preference for the statue of Antoinette over a picture of a grazing cow. “I know everybody and his brother stops at the cow to get their picture taken, so it must mean something to people,” she observed.

RDA members agreed that it might be time to bring in opinions from outside their group on the logo issue.

It was suggested that ideas might be tested with groups from outside of Plymouth and Sheboygan County to determine what might be most effective.

Schwoerer reported that the Downtown Plymouth Association is continuing to work on a number of upcoming promotions.

These will include a Taste of Plymouth event, tentatively set for June 11; a Family Day July 18 as a benefit for the police and fire departments; and a Historic Plymouth Experience Aug. 15.

The latter would be in conjunction with the Plymouth Historical Society’s 25th anniversary celebration. It would include signage on downtown buildings listing some of the former tenants.

Schwoerer and the DPA are compiling a listing of empty space downtown. “We will post that through the Sheboygan County Economic Development Corp. and it will be on website that is being designed for the DPA,” Schwoerer told the group.

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