‘IT Factor’ Sums Up Downtown Cowtown Brand

A creative logo and slogan revealed to residents Monday via billboards, bus signs and street banners is part of a new marketing campaign seeking to capture the essence of Downtown Cowtown.

"'You get it when you get here,' is something I have heard many people say when trying to describe all that our downtown has to offer," said Johnny Campbell, chairman of Downtown Fort Worth, Inc.’s marketing committee. "We’ve taken that sentiment, and are playing up downtown’s ‘IT factor’ underscoring the IT in hospitality, heritage and livability.”

Campbell is the president and chief executive officer of Sundance Square, which the organization said, has become a successful brand in itself.

“Sundance Square has spent years developing a successful brand that has become synonymous with downtown,” said Andy Taft, president of Downtown Fort Worth, Inc. “New developments beyond Sundance Square add to the vibrancy of downtown and call for the creation of a broader downtown brand message.”

A logo featuring a cowboy hat with buildings from downtown Fort Worth rising from its brim reflects the past, present and future, Downtown Fort Worth, Inc. said in a news release Monday.

“As downtown expands geographically and is home to a growing number of residents, hotels, office buildings and retailers, the branding campaign builds a distinct identity for the district,” Campbell said.

The campaign is the first for downtown Fort Worth in several years.