Photo of Northern Gateway signage above by Levin Aerial Works; Photo of Southern Gateway signage at top by ARTfx
MANSFIELD, CT November 8, 2021– The Town of Mansfield has installed signage marking two busy points of entry to its community to welcome visitors and commuters. Large “gateway” signs are now located on the southern end of town on Rte. 195 near the intersection with Rte. 6 and the busy East Brook Mall area and on Rte. 195 at Rte. 32 on the Willington line, not far from I-84’s Exit 68.
The signage is an integral part of the branding plan that Mansfield began to implement in 2019 which first established a logo and brand promise, Mansfield: Your Place to Grow. In-town branding of public facing elements has included overhauling and unifying the identity on the website and on social media, with communications to residents, street pole banners, and town vehicle signage. Installation of the signs on the major entrances to town are the first element in a way-finding initiative to carry out consistent and helpful directional signage across town.
“It is no secret that Storrs, one of 19 historic villages within our town, has much more name and place recognition than the larger Town of Mansfield,” says Ryan Aylesworth, Mansfield’s Town Manager. “We want everyone who visits here--to shop, to play, to hike, to go to school, or to visit UConn-- to be aware of where they are. The university in Storrs is undeniably an important asset to our town, but Mansfield has much to offer from corner to corner in our community.”
ARTfx of Bloomfield, CT constructed and installed the two signs. Installation was completed on October 29. The northern sign features blue lettering in Mansfield’s familiar type style, flourished with the signature oak leaf, atop a stone base that evokes the historic stone walls found throughout town. The southern sign features the Mansfield logo embedded atop a similar stone base. The two designs relate to each other but also to their specific physical sites. Approximately 16,000 cars travel past these locations daily.
"We are glad to have the signage in place before winter,” says Cynthia van Zelm, Executive Director of the Mansfield Downtown Partnership who assists the Town of Mansfield coordinating economic development efforts with the Economic Development Commission. “Folks from across the state are returning in person to our community now—to tour the university, for ball games at Gampel or at E.O. Smith, for concerts and theater, and to shop for the holidays. These signs will remind visitors every time they pass that Mansfield is where they’re coming for great experiences, and we’re happy to welcome them here.”