Image Development, Branding and Marketing

About Kentucky Crossroads: Where Everything Comes Together

As part of a comprehensive effort to create economic development opportunities among the small towns and rural landscapes of the eight-county Rural Heritage Development Initiative (RHDI) region, the brand Kentucky Crossroads: Where Everything Comes Together has been adopted as a unifying theme symbolizing the connection that exists between the region’s rural places and town centers.

The Kentucky Crossroads brand was first proposed and developed following a series of public meetings and conversations with stakeholders around the RHDI region during the fall of 2006.  The resulting brand communicates the make up and heritage of this Central Kentucky region – a combination of historical sites, entertainment attractions and small-town amenities that represent a perfect cross-section of rural Kentucky life.

Creating a regional brand to link similar historic, cultural and natural assets encourages recognition of the region as a destination AND raises awareness of the unique and distinctive heritage of the Kentucky Crossroads area.  As such, Kentucky Crossroads was designed to serve as an “overlay” in conjunction with previously existing brands such as the state of Kentucky’s Unbridled Spirit campaign and those of regional tourism districts and county and local municipalities.

To this end, local governments, communities, organizations, civic clubs, festivals and sites throughout the RHDI region are invited and encouraged to incorporate the Kentucky Crossroads logo or graphics in one form or another, including adopting the color scheme or the type font of the brand, using the logo on banners and printed materials, or by adding the Kentucky Crossroads symbol to an existing logo or as a link on a Web site.  This list includes Chambers of Commerce, tourism and economic development commissions, Main Street organizations, historical societies and organizations that promote historic, cultural or natural resources or heritage sites.

The quaint culture of the rural Kentucky countryside along with the scenic roadways that navigate people through the region inspired the name Kentucky Crossroads.  The importance of interaction and the message of being where things come together is the foundation of this name, which had to be relatively generic yet attractive enough to promote local implementation.  Most important, the Kentucky Crossroads concept allows for future expansion of the program into rural communities all over the state – with the potential to become the recognized symbol of rural life in Kentucky.

What is a brand?
The development of a brand is the overall goal of most marketing efforts.  A brand is a promise that is made to the consumer.  It is the setting of an expectation and the meeting of that expectation, thus creating a dynamic relationship where trust is created.  Over time, that trust is converted into equity.  Brand equity is the asset that helps to attract developers, motivate new residents, attract new shoppers and tourists, and enhance overall quality of life.

As more and more communities and organizations join the effort to adopt and incorporate the Kentucky Crossroads concept, residents will begin to connect the dots and define ourselves as part of a larger region with a rich and unique heritage.

How do I get more information?
Many alternatives are available to encourage use of this exciting new regional brand.  In fact, the possibilities for its use are endless!  For a copy of the Kentucky Crossroads Style Guide and Guidelines for Use, contact Amy Potts at the Kentucky Crossroads Rural Heritage Development Initiative office at 270-358-9069 or email amy@preservationkentucky.org.

KY Crossroads Brand style guide