KSD recently designed a new destination brand and website for the Harrodsburg/Mercer County Tourist Commission. On the heels of Harrodsburg’s 250th-anniversary celebration (as Kentucky’s oldest town), KSD was tasked with defining this history-rich community while highlighting its contemporary attractions, festivals, and charm for a diverse audience.
While the brand needed to represent both Harrodsburg and Mercer County, KSD ultimately recommended making “Harrodsburg” the primary focus—given its historical significance and greater place recognition. A variety of logo configurations were developed to accommodate different applications, including versions featuring the new destination brand slogans: “Historic Hospitality Since 1774” and “Let’s Make It Historic.”
A key challenge in designing the symbol was finding a way to convey a sense of welcome. Inspiration came from the Shakers, a historic religious sect from Mercer County known for their exquisite craftsmanship—especially the iconic Shaker chair. The design features lowercase “h” chairs pulled together to symbolize hospitality while forming a capital “H” for Harrodsburg. While not essential to be understood, the implied lowercase “m” subtly reinforces Harrodsburg’s role as the seat of Mercer County. The expanding circular star array represents both past and future milestones.
Redesigning the website involved incorporating the new identity into an easy-to-navigate and visually engaging information hub. KSD recommended a new website URL, VisitHarrodsburgKY.com, to complement the previous site’s established links. The Tourist Commission had recently invested in new marketing photography and video, which KSD integrated into the site to showcase Harrodsburg and Mercer County as an outstanding travel destination.
The new destination brand and website were unveiled in December 2024.
KSD worked with the commission’s existing photo and video resources to build a dynamic and inviting website. The site gives prominence to the year-round festivals and attractions as well as provides clear and detailed information about dining and lodging opportunities. It was important that the staff be able to easily update the listing and calendar events directly. Visit the website at VisitHarrodsburgKY.com
A variety of logo configurations were developed for flexibility in marketing:
