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Our new look for James City County (JCC)


JCC has embarked on an update of our strategic plan which embraces a new mission, vision and core values of integrity, collaboration, excellence and stewardship. Those important values guide us as we plan and make decisions. And I look forward to introducing our updated strategic plan as part of the FY 13/14 budget.


James City County has a new logo!
James City County VA logo

As we move forward, our County logo should prompt a connection to our mission, vision and values. However, it is important to understand that JCC’s visual imagery or brand is more than a logo. It is the visual representation of our philosophy and our work culture.


If you use a sports comparison, the colors and image of a sports team are representative of what that team stands for and it evokes from the viewer that level of meaning or understanding.  When the Washington Redskins take the field (even though I prefer the Denver Broncos), the image they show through their brand makes the viewer think of what that team stands for, the traditions and team values and helps to maintain a common view and team loyalty. 


Just like a sports team, the new logo will represent what we stand for as we use our revised strategic plan to improve the organization and strive for excellence.  Like me, I hope you will embrace and enjoy this new, fresh look for JCC.


Robert C. Middaugh
County Administrator


Q: How was the logo created?

The logo was created and designed by County staff. It evolved from many variations, keeping successful elements from each and incorporating suggestions from a cross departmental county team. This was done with no expense.


Q: Is there any significance in the logo design?

There are four main components to the logo: the wording, the sails, the water and the colors.

Wording:  Jamestown 1607 connects us to our past; Virginia – helps to identify our County brand outside of the Commonwealth of Virginia.

Sails: Represents the three ships that brought the Virginia Company of London to our shores. The shape draws your eye back towards the words; yet the integrated design conveys our movement forward as one unified group.

Water: Reflects our value of collaboration- moving us forward. The water and the sails were borrowed from our old logo, honoring our past and moving toward the future.

Colors: Inspired by the public art sculpture"Voyage", commemorates the 400th Anniversary of the founding of Jamestown and was commissioned in 2007 for Legacy Hall where it is now displayed.


Q: How much will the rebranding cost?

The County’s brand will be implemented over several years with the bulk of items changed as they are used up. A great deal of materials will be updated at no added cost due to exhausting inventory or normal wear and tear. 


In any year, costs for the program will be no more than a few thousand dollars. The first phase of changes will include the replacement of two major corridor entry signs, County Government Center signage on Mounts Bay Road, vehicle decals, letterhead and business cards and electronic and web based materials. Subsequent phases will be funded at a similar level on an annual basis.



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