Background

Historic Waco has operated under its current brand identity for many years. Our analysis indicates the use of the same logo and visual identity dates back to the early 2000s, with the current version of the logo coming in to use some time around 2002. With the arrival of a new Executive Director in spring 2022, as well as a revitalized and refocused mission to expand the stories captured, preserved, and presented by HW to the Waco community and beyond, the timing is perfect to recast the public brand identity for the organization as it moves into a new phase of existence.

Our New Color Scheme and Logo

The new logo features an orange and blue color scheme derived from a very important source: our historic houses! The orange is a blend of the orange bricks found on all three of our historic house museums, while the blue is the same shade as the paint on Hoffmann House, our headquarters location. You’ll note that the arch in the “H” of the logo is inspired by the arches above the doors to our historic homes, while the negative space at the center of the “W” represents the shape of a Waco Indian grass house. These two elements draw together the major dwelling types of Wacoans both before and after the establishment of the city in 1849.

Our Brand Promise

Historic Waco will deliver on several key brand promises to our community, our visitors, and the greater museum field.

• HW will be the “first stop” for comprehensive information on Waco history

• HW offers programming (lectures, events, tours) that tell Waco’s stories with accuracy, accessibility, and an emphasize on humanizing its subjects in order to make them relatable to modern visitors

• HW is a connector for other cultural and historical institutions in Waco, focusing on partnerships that elevate our shared history and making it more visible to the communities we serve

• HW offers rental opportunities to fit the needs of local groups, clubs, organizations, weddings, photo shoots, and other events

• HW offers a look into not just the built environment of Waco’s past but the lives of the people who shaped our history and are shaping its future today

We are excited to launch this new phase of HW’s story, and we will unveil more new ways to connect with the Waco community in the weeks and months ahead. Look for more news soon, and be sure to follow @historicwaco on Instagram and Facebook for the latest details!

Historic Waco Marketing Committee 2022

Chair

Eric Ames

Members

Krista Brinser

Katherine Kieseling (HWF staff)

Emily McDonald

Ashley Bean Thornton