The Making of the Brand
Where textiles were once stitched, and neighbors became family, the Village of West Greenville begins a new chapter. On April 22, 2025, the Village Business Association and Clemson University’s Cadency launched the new branding of the Village following nine months of work. Surrounded by local business owners and community members, the Village’s branding was launched at Six and Twenty Distillery.
To bring greater cohesiveness to the Village, the branding was built around the area’s foundational pillar: community.
From the very beginning of this endeavor, the robust history of the West Greenville area was sought out. The stories of mill communities, baseball legends, and hard-working families emerged. The Village of West Greenville was a thriving mill village that was truly a family of families.
Understanding this deeply rooted identity was essential to the process. This history was paramount to creating a brand that would pay homage to the community.
Every design choice tells a piece of the story. The dashes surrounding the logo mimic the stitched thread once found inside Brandon and Woodside Mills—and on the jerseys of the mills’ baseball teams. The bold serif “V” echoes the spirit of entrepreneurship in Brandon Mill a century ago by paying homage to the local laundry service of the time. The flowing script font points to the baseball jerseys worn within the mill communities. Together, the colors, illustrations, and typefaces bridge the Village’s legacy with its bright, collaborative future.
The Village is special because of its community. It has always been a place where stories are shared, neighbors look out for one another, and small businesses are built. This rebrand is not brand new; it’s a celebration of the people who have shaped the Village into what it is today and a commitment to preserving that spirit as it continues to grow. With the support of business owners, artists, and residents, the Village brand reflects a community that honors its past while boldly stepping into its future: together.