Clarendon Aldermen select design for new city logo

The Texas Panhandle’s oldest thriving town has a new logo and word mark that city leaders hope will bring a professional, unified look to marketing and promotion efforts.

In a called meeting last Tuesday, the Clarendon Board of Aldermen voted 3-0 to approve the new design after considering four options. The logo features a halo over the capital C and utilizes a Black Chancery font that reflects on Clarendon’s 19th century origins. The word mark incorporates the logo to spell out “Clarendon” in red with “Texas” written in black smaller and to one side.

“The script looks like something from an old church hymnal and ties back to old Saints’ Roost,” said City Administrator Lambert Little.

Clarendon was established in the spring of 1878 as a Christian colony by Rev. L.H. Carhart five miles north of the present town site at the junction of Carroll Creek and the Salt Fork of the Red River. The community’s early dedication to temperance, religion, and education prompted are cowboys at the time to derisively say that Clarendon was where the saints roosted.

“I’m excited about having something standardized that everyone can use and is easily recognized.”

Clarendon College Marketing Coordinator Ashlee Estlack designed the logo and the associated word mark.

“I visited with Mr. Little several times and based on his input tried to design something that would be classy and attractive,” Estlack said. “I think they made a good decision.”
Estlack has previously designed logos for the college, the Clarendon Economic Development Corporation, and the Bring Back the Mulkey campaign and has also created numerous other marketing and promotional materials.

Little said the city will begin using the logo right away on business cards and stationery and will also use it when the city sponsors activities.

In other city business last week, aldermen also discussed with fire department representatives a pending insurance claim on a fire truck that was totaled while responding to a traffic accident several weeks ago.

The board also heard from Clarendon College’s Interim Dean of Instruction Scarlet Estlack as she requested the city to partner with CC for this year’s Kids’ College. Aldermen agreed to provide $1,000 to help defray tuition costs associated with Red Cross babysitting and first aid certifications for young people this summer.