Sussex County debates new slogan

County council lukewarm to 'Discover Our Roots'
November 4, 2013

What is Sussex County's official slogan? Did you know the county has one?

The slogan – selected in a contest about 10 years ago – is: “Your Business Partner.”

County Administrator Todd Lawson hinted during county council's Oct. 29 meeting that perhaps it might be time to take a look at a new slogan.

As the county unveiled its new-look website during the meeting, a new slogan appeared on the cover page: “Discover Our Roots.”

Lawson said the new slogan was suggested by staff during the process to roll out the website.

“We are introducing this slogan to council to get your feedback,” he said.

It was met with less than overwhelming enthusiasm. “I'm not crazy about roots; it sounds like a garden,” said Councilman George Cole, R-Ocean View. “We need to think about it.”

“How about Discover Our Heritage?” asked Council President Mike Vincent, R-Laurel.

“How about Discover Lower Slower?” Cole asked in jest.

“Is there a cost associated with making a change?” asked Councilman Vance Phillips, R-Laurel.

Councilwoman Joan Deaver, D-Rehoboth Beach, was the only council member who said she liked the idea for a new slogan. “Our slogan is cold and mercenary. Sussex County is so much more than that,” she said.

Chip Guy, communications director, explained the reasoning behind the slogan. “It's much more than a literal translation,” he told council. “It provides a sense of place and a sense of identity for Sussex County. We have deep roots in agriculture, and we have new people putting down roots.”

Guy said the current slogan is geared solely to economic development. “This new slogan is a more inclusive branding providing a broader perspective,” he said.

Lawson said the cost of updating the slogan would be minimal. The only place that anyone could determine that the slogan appears is on Welcome to Sussex County signs. The slogan is not used on county letterhead and was not used on any previous website.

Lawson said a change would be up to council. The suggested new slogan has been removed from the website.

Vincent said the matter could be placed on a future agenda.

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