Downtown Boone draws visitors from across the globe, but until now, it never had a brand to call its own.
Logo
Design
Our lively logo reflects Boone’s mountain atmosphere at 3,333 feet. And the perfect tagline invites everyone to come “Live it Up” in Downtown Boone.
Downtown’s Most Famous Photo Opp
In collaboration with property owners and the Downtown Development Association, our team envisioned a large-scale mural bringing Boone’s new brand to life. Unveiled during a community brand launch, the mural has become an Instagrammable spot, multiplying the brand’s presence on social media.
Brand Launch
Our brand standards book provided guidance for a range of celebratory items. Go to Boone on any day and you’ll find custom Downtown Boone swag is in high demand.
Downtown Collaboration
A cross-section of Downtown merchants and stakeholders provided input to help refine the final concept and tagline.
Destination by Design created the first-ever visual identity for Downtown Boone, giving one of North Carolina’s most beloved downtowns a brand of its own with the tagline “Live it Up.” The logo reflects Boone’s mountain atmosphere at 3,333 feet elevation, and the project included a large-scale mural unveiled during a community brand launch that has since become a popular photo spot, multiplying the brand’s presence across social media.
In North Carolina, community branding and tourism planning come together especially well for established downtowns that draw visitors but lack a unifying identity. Downtown Boone’s rebrand reflects that pairing, using placemaking, like the brand mural, alongside a full brand standards book guiding everything from stickers and t-shirts to pole banners, giving the district a consistent presence across both physical spaces and merchandise.
A downtown brand only works if the businesses within it feel true ownership of it. Downtown Boone’s identity was shaped through direct collaboration with a cross-section of local merchants and stakeholders, who helped refine the final concept and tagline, resulting in an identity so embraced that custom Downtown Boone swag remains in high demand around town.
Community branding is the process of developing a visual identity, tagline, and brand standards that capture a place’s character and give it a consistent presence across physical spaces and merchandise. For Downtown Boone, that meant a primary and secondary logo lockup, a large-scale community mural, and a full brand rollout with merchandise, print collateral, and signage designed to match the district’s laid-back mountain town vibe.
Downtown Boone sits at 3,333 feet in elevation in North Carolina’s High Country, drawing visitors from across the globe to its mountain setting near Appalachian State University. That elevation and mountain atmosphere became a defining element of the new brand, anchoring an identity built specifically to capture what makes the district feel distinctly like Boone.
