Swan song for old Ashland parks logo

After 30 years, the Ashland Parks and Recreation department is trading out its familiar swan logo for something new.

"The swans have been gone for a while," says Parks Superintendent Bruce Dickens. "It seemed a little bit like false advertising."

The Parks and Recreation department adopted the swans into their logo in 1983. The birds were a common sight in Lithia Park for decades after a group of four mute swans were donated to the city in the early 1920s.

The rectangular logo showed three overlapping swan silhouettes, one black, one green and one blue. The last of the actual swans moved to Mountain View Retirement Residence in the early 2000s.

The department began work on the new design after they redesigned the logo for Oak Knoll golf course.

"We came up with the new acorn logo and thought that we should do something that ties the two logos together," Dickens says.

"The logos have the same green and brown color schemes and similar looks," said Dorinda Cottle, parks promotions coordinator. "They both feel very natural and earthy."

Dickens and Cottle collaborated to design the circular logo, which was unanimously approved by the Parks and Recreation Commission at its monthly meeting Monday.

Dickens anticipates it will take about two years to phase out the old logo.

"I don't want to go any longer than that," he says. "At the same time, I don't want to waste the things we've already bought."

Dickens says that the first logos to be replaced will be those on department vehicles. Stationery, business cards and the like will receive the new logos when current stocks are depleted. Department apparel will receive the new logo during the next annual order.

While it will take some time before the old logo is completely phased out, Dickens and Cottle are both excited for the new design.

"It's a fresh new look to go with the changes happening in the department," Dickens said.

"It's a design that I could see holding up for years to come," Cottle said.

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