Following a 6-month process, Natick this week introduced a town logo that you will start to see on everything from mailings to business cards and from police cars to merch.
Not to be confused with the town seal, used for embossing certain documents, the logo is aimed at becoming a much more public and recognizable brand. Though in fact, the town’s former seal did actually serve as its logo and could be seen throughout town in buildings, on vehicles, etc.
Natick Communications Director Jay Poropatich, whose background is in marketing, led the effort to develop a design and set out guidelines for how it will be used (see presentation embedded below). Public and expert input was gathered to develop ideas and narrow choices. Eve Lenson, a 2015 Natick High grad, was hired to design the logo, which is aimed at being distinct, memorable, and versatile.
It is unique in that it mirrors the 16 square mile town’s physical boundary, which yes, resembles a dog’s head. But artistically stick an “N” in the middle and the logo says “Natick.” There’s more to the design choices than that, some of which our subconsciouses might pick up on.
Different editions of the logo, some in circles, some horizontal, some barebones, can be used for various purposes. Versions can include town department names, too.
The logo will be rolled out in digital and physical locations in a “fiscally responsible way,” Poropatich said. “There will not be a capital budget request in the 2025 budget.”
Poropatich has been working with Natick High students on some branding projects.