Shelbyville unveils new brand and vision for the future

Transformation makes powerful statement about where Shelbyville is headed

SHELBYVILLE, Ind. – Shelbyville, a city steeped in history and tradition, took a confident step into the future today with the unveiling of its striking new brand. This transformation is more than just a cosmetic change; it’s a powerful statement about where Shelbyville is headed—capturing both the city’s rich heritage and its ambitious vision for growth and innovation.

“Shelbyville's new brand is a powerful tool that will drive economic success, build a stronger community, and position the city as a leader in the region,” said Mayor Scott Furgeson. “It’s a confident statement that Shelbyville is ready for the next chapter in its story—a chapter filled with growth, innovation, and endless possibilities.”

At the heart of this rebrand is a modern, eye-catching logo that reflects the city's dynamic spirit. The design is simple yet impactful, with "Shelby" stacked on top of "Ville." in a bold, confident font. The period adds a declarative emphasis, signaling that Shelbyville is not just a place but a statement of intent. This logo both a representation of where Shelbyville is today, and where it’s going.

One of the most striking elements of the new logo is the use of a bold accent color—a vibrant green that ties Shelbyville to its sister city in Japan. This choice of color is symbolic, signifying growth, new frontiers, and a deep connection to the city's agricultural origins. It’s a nod to the past while embracing the possibilities of the future. The green also evokes a sense of vitality and freshness, qualities that Shelbyville is proud to embody as it continues to evolve.

The compact nature of the logo, with “Shelby" and "Ville" stacked, offers a subtle yet meaningful nod to the city’s and county’s shared namesake. This design choice underscores the unity between the city and its surrounding areas, emphasizing a collective identity that is stronger together. The strong underline that anchors both words gives the mark additional heft and authority, making it versatile across various environments—from playful entertainment settings to official governance, high-impact signage, and even merchandise or apparel.

But the rebrand goes beyond the visual appeal of the logo with Shelbyville’s new tagline, "Next Door. Next Level." This tagline perfectly encapsulates Shelbyville's essence and aspirations. "Next Door" conveys a sense of neighborliness as Shelbyville is city that is friendly, comfortable, and safe. It’s a welcoming community where people feel connected to their family, friends, and neighbors. This phrase also highlights Shelbyville’s easy accessibility, with its close proximity to Indianapolis and other surrounding venues, all while maintaining the charm and spirit of small-town life.

"Next Level," on the other hand, speaks to the city’s forward-thinking mentality. It reflects Shelbyville's commitment to economic development, business growth and vibrant entertainment activities. This phrase is a call to action for families and long-term residents who envision a bright future for generations to come. It inspires a sense of intrigue and a commitment to continual improvement, inviting everyone to join in the journey of discovering what’s next for Shelbyville.

The decision to refresh Shelbyville’s brand is not just about staying relevant in a rapidly changing world, but about positioning the city as a desirable place for businesses, investors and visitors alike. A modern brand communicates that Shelbyville is ready for new opportunities, open to innovation, and confident in its future. It’s a strategic move that will enhance the city’s ability to attract economic investment, boost tourism and engage with younger generations who are crucial to the city’s ongoing vitality.

Moreover, the new brand strengthens Shelbyville’s community identity. By celebrating what makes the city unique — its culture, history, and local traditions — the rebrand fosters a sense of pride and unity among residents. It’s a reminder of where Shelbyville has come from and a bold declaration of where it’s going.

About the Shelbyville Rebranding
The new brand of Shelbyville was not for Shelbyville, rather it was built by the citizens of Shelbyville. The rebranding of Shelbyville is the result of months of collaborative research, discussions, and community input. More than 1,000 citizens took part in shaping the new brand through surveys and focus groups. The goal was to create a brand identity that genuinely reflects the heart of Shelbyville’s people, spirit, and future vision. This refresh aims to highlight Shelbyville’s story by those who know it best, the community.