January 27, 2022

Dear Friends,

On Tuesday evening, the City of Florence was excited to reveal new branding to add to the traditional city seal. The new branding will serve multiple needs and audiences as our community grows and moves forward. I assure you that the City of Florence seal is still in place to reflect our historic roots.

As we navigate developing the new branding, one thing is for sure; the process has highlighted our community’s talents, humor, and love for Florence.

The history of this project originated in early 2021 when the mayor and council began to consider the addition of a contemporary brand in an effort to bring new businesses and tourism to our area. Tatum Design has been recognized with multiple awards over the last decade and has successfully helped many communities grow their branding, including the City of Huntsville, City of Auburn, Vestavia Hills, and many others. Due to their experience, they were selected to develop this project. The new brand was designed to leverage the unique aspects of the city that were highlighted by the community and to feature Florence as a celebrated destination.

Our city has an unexpected “wow factor” that visitors experience when they see the unique combination of its diverse history, top-notch academics, stellar music, and celebrated art. Below, please see the branding launch video, a family of logos, and press release.

The new Lauderdale County Emergency Management Agency will soon be located near O'Neal Bridge, on the west side of Mitchell Boulevard. The property has been cleared and will soon host the new Lauderdale County EMA office and 911 center.

Just when did the improvement of local roads and streets beyond major highways begin in Florence? To answer that question, it is interesting to follow the history of the evolution of Walnut Street as a case in point. As early as 1889, an entry in the Florence Banner states: “Walnut Street is being graded north of Tennessee Street to the Nashville Road [now, Hermitage Drive].” “Grading” involved hooking a team of horses to a huge metal scraper and moving up and down a street many times to remove excess dirt – which became mud when it rained – and packing down the remaining dirt to create a firm surface. In the Florence Times on December 5, 1890, this report appears: “Mr. B.A. Lawton has graveled Walnut Street in front of his residence. Such improvements not only add to the good appearance of the streets, but also show the willingness of the parties to do a public good.” It seems that Mr. Lawton had this work done at his own expense. The next step toward improving the street is recorded in the Florence Times on June 6, 1896: “The citizens along Walnut Street from Tennessee Street to Military Road [now, Hermitage Drive] have asked the City Council to have their street graded and graveled.” Not quite one year later (May 14, 1897), the Florence Standard-Journal states: “A contract has been awarded for grading and graveling Walnut Street from Military Avenue to Tennessee Street at a cost of 14 cents per running foot.” The final step is documented in the July 22, 1910, issue of the Florence Times: “The ordinance for the improvement of Walnut Street from Military Avenue to College Street was adopted. The improvement contemplates a roadway 40 feet wide, with curb and gutter, and a grass plot between the sidewalk and the curb. Crushed limestone is the material selected for the work.” This process was ultimately repeated on street after street, making the way for actual paving materials to be added over a period of several years.

--Billy Warren, City Historian

Dispatcher Electricity (Part Time) New

• Electricity Department
• Part Time - $15.60 Hourly

Laborer Recycling Part Time New

• Recycle 1200 Terrace Street Florence

• Part Time - $11.08 Hourly

Maintenance Worker Park and Recreation Part Time New

• Park and Recreation 2830 Darby Drive Florence
• Part Time - $11.08 Hourly

Support Staff Arts & Museums Part Time New

• Art Center/Museums 217 E Tuscaloosa St Florence
• Part Time - $11.08 Hourly

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• Send your information to media@florenceal.org or call Rachel Koonce with questions at 256-760-6494.