Fort Worth Adds Branding to Some Street Signs

Molly the Longhorn graces 20 street signs


Street signs in North Fort Worth are getting a face-lift.

Molly the Longhorn is being added right beside the green rectangular street signs to remind people in the growing north end that they are in Cowtown and not other cities such as Keller or Saginaw.

"I think it's important that folks that live in that area have a sense of community in Fort Worth," Councilman Sal Espino. "I think it instills a sense of Fort Worth pride and Fort Worth community."

The 20 up so far are part of a pilot program. Each sign costs either $75 or $250 -- $75 for the Molly the Longhorn logo itself or $250 for the logo and a street sign for unmarked intersections.

Russ Fuller, of the North Fort Worth Alliance, said people like the reminder.

"In fact, I even had one say, 'Gee, I didn't even know that I lived in Fort Worth," Fuller said.

The city could decide to put 2,200 more all over Fort Worth in the next 10 years. The price tag for that many $75 Molly the Longhorn signs would be $165,000.

"It's a small price to pay for the branding and identity," Espino said.

The pilot program is run by the city's Department of Transportation and Public Works, but the city would need council approval if it ever wanted to step up to 2,200 signs.

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