South Walton speaks out on umbrellas

south walton logo

The five options the TDC marketing committee is now considering.

Published: Thursday, April 24, 2014 at 03:09 PM.

Coca Cola doesn't change its logo and Michelin tires still has its "tire man," said Sandestin resident and businessman Jon Vice, who like many other South Walton residents, are wondering why the Beaches of South Walton's iconic red and white beach umbrella logo was ever done away with.

The umbrellas were eliminated from the TDC logo a few years ago under the Tourist Development Council's former administration, in an attempt to give the logo a fresh and updated new look.

The TDC's current executive director, Jim Bagby, says the umbrellas are being looked at as a possibility to bring back again to represent our beautiful beaches.

The announcement leaves some scratching their heads in wonderment, yet delighted.

"I like the three umbrella logo and would certainly embrace it being used again," said Vice.

The iconic and easily recognizable three red and white beach umbrellas were South Walton's logo for more than 20 years, adopted after the TDC was established and under Malcolm Patterson's tenure as the TDC's first executive director.

"It never made any sense to do away with it to begin with," said Patterson. "Having a visual as part of your logo is sensory reinforcement and easier to remember. Any time you have something you want remembered you do so by using more than one sensory perception. When they removed the umbrellas they removed one of multiple sensory receptors. That logo was developed on my tenure. But just before I retired we spent big bucks on a marketing study and among the recommendations were to keep the logo as it was because it already had brand identity, and build on what already existed (When they were done away with).”

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