Lakeland Center Debuts New Logo

LAKELAND | After six months of working with Craig Advertsing Inc., The Lakeland Center has debuted a new logo. It still pays homage to the center's Central Florida location with the palm tree motif, but the logo now features the bold column architecture of the Jenkins Arena.

"When the citizens of Lakeland see the new logo, we want them to know that when they come to The Lakeland Center, they are coming to Central Florida's premiere convention and entertainment destination," Michael LaPan, the center's executive director, said in a media release.

Erica Smith, marketing director for the center, said the incorporation of the Jenkins Arena columns is a big plus.

"When people see it, they're instantly reminded of The Lakeland Center," Smith said Thursday. "The other logo didn't necessary show what the strength of the center is."

The last time a logo was debuted was in 1996 when the center itself was introduced. At the time, the logo appeared in calming hues of blue and purple. The change in color - to red and black - reflects the center's desire to distance itself from its days as a civic center, said Scott Sloman, the assistant executive director.

"We're no longer The Lakeland Civic Center, although people often refer to us as that," Sloman said. "We're The Lakeland Center."

The center's directors will add some fresher acts to their adult contemporary lineup, and hope the new logo helps create a cutting-edge image for the venue.

"We're always looking to bring in what's current and hot," Sloman said. "We understand our market: adult contemporary. We do look to cater to that audience with our series, though we're trying to make it a little bit younger."

Now that the logo is finished, putting it to use will take some time. As Sloman puts it, creating the logo is just a "small piece to the puzzle."

"In one sense, the total cost hasn't been realized yet. We'll be incorporating the logo in the whole mix of the facility. The marquee on the corner needs to be changed, the logo on the building needs to be changed, and the stationery," he said.

Sloman said the new logo will be incorporated into the Web site, www.thelakelandcenter.com, by Sept. 15, when tickets for the center's fall series go on sale.

Besides getting a makeover, he said, the Web site will adopt a more interactive design.

"The Web site has served us well for many years," Sloman said, "but like everything else, technology has evolved and people are buying tickets online. We need to be on top of that."