Because Hickory had so much equity in its existing logo, leaders chose to retain it with refinements. A new strapline, “Life. Well-Crafted” celebrates the city’s dedication to detail, quality and artistry. The ability to insert different ideas in place of “Life” makes this line infinitely flexible, which is mandatory for a community-wide brand. Visuals profile “craftspeople” using their tools – whether a spade, a medical laser or an espresso machine – as they work at their craft. Warm, natural colors of blues, greens and browns play off the city’s combination of strength and beauty.