South Walton speaks out on umbrellas

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

 “My question was always, where was the council in this decision and why would they permit the change when a very competent ad agency had just advised to continue its use and build on the brand identity already established?” he added. “During my tenure, such decisions had to be filtered through the Council and they never would have endorsed such a change. If it were reestablished, I think it would have instant recall in many of the target areas."

Kriss Titus succeeded Patterson as TDC executive director.

"I am thrilled the TDC is considering bringing back the iconic Beaches of South Walton logo with the three red umbrellas," said Titus. "This logo was created when the TDC was first put in place in 1988. When I came on board at TDC in 1999 it was our mission not to change the logo but to give it an updated look and make it more readable and a better application to be used in our advertising campaigns, website and collateral materials.”

“So, the idea of the iconic Beaches of South Walton and the three umbrellas logo was born with the development of the TDC. I think change is good and possibly the change in the name and look of the new logo was researched and considered the best way to market Beaches but when you have a logo with some 25-plus years of longevity, before a change is made you may want to consider the equity of the brand message before you move forward with something so different. Sometimes it's the equity of a brand that gives so much value to a destination,” Titus told The Sun.

The umbrellas were not only used in the TDC's print advertisements, but also on other items, which many still have.

"I am so for bringing the umbrellas back," said long-time local artist Donna Burgess. "I still have towels, a bag, and a car tag with the umbrellas on them. It's iconic."

Long-time local Allison Yii, agrees.

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