City of Florence

Intro

(Not so) lovingly referred to as the Florence Fiasco, the city of Florence, Alabama’s 2022 rebrand often tops the list for worst logo launch in recent history. But it’s not just the logo that caused an uproar - the entire rebrand process became a local scandal full of lies, cover-ups and finger-pointing from city officials. Florence-native B.T. Harman, content strategist and creative guru, provides insight into the rebrand disaster and why it went so far south.