City of Florence with BT Harman

(Not so) lovingly referred to as the Florence Fiasco, the city of
Florence, Alabama’s 2022 rebrand often tops the list for the
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.


To see the change of brand for yourself, visit achangeofbrand.com
or follow us on Instagram @achangeofbrand.


Produced by Matchstic (matchstic.com / @matchstic), hosted by
Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and
scored by Landon Oseitutu, fact-checked by Jill Jeffries, written
in part and produced by Brianna Belcher, and artwork by Rachel
Jackson.