‘Spark something new!’ Clifton Forge unveils branding for Main Street district

Posted on by Department of Housing and Community Development
Aaron Arnett presents the Town of Clifton Forge’s new branding package. (Photo courtesy of Kelvin Whitehurst)

The iron is hot in Clifton Forge, as projects spark creativity, local advocates hammer out details, and a community tempers legacy with innovation while quenching a thirst for growth.

The Town of Clifton Forge, in partnership with Clifton Forge Main Street, unveiled its new branding to a crowd of eager residents at the Historic Masonic Theatre last month. The branding initiative was partially funded by Virginia Main Street’s (VMS) Community Vitality Grant (CVG).

“This grant funded a comprehensive branding initiative to strengthen the town’s identity and economic positioning,” said Courtney Mailey, State Coordinator and Program Manager for Virginia Main Street. “Building on Clifton Forge Main Street’s history of impactful projects, including downtown revitalization, business support programs, and community events, we hope this branding will serve as a strategic tool to promote tourism, foster economic growth, and enhance civic pride.”

After several community input sessions, the town and its chosen design firm, Arnett Muldrow, settled on incorporating a “forge” inspired by the town’s namesake: Clifton Forge. The new branding package includes a suite of designs for local government, the Main Street organization, and potential event logos.

“In this community-led effort, people wanted to incorporate the railroad history, the arts scene, the friendliness of the people who live here, the outdoor availability of parks and trails – forging all of these ideas into one concept seemed an impossible task,” said Clifton Forge board member Gayle Hillert.

The Town of Clifton Forge’s new branding illustrates a spark created by striking an anvil.
Clifton Forge Main Street branding shows a sun rising (with sunrays illustrating the Four Points) over the mountains. And if you turn your head, it shows a “C” and “F” for Clifton Forge.

Effective immediately, the branding will be used for all government correspondence, including letterheads, marketing materials, and placemaking initiatives. The marketing materials are also available for public use, whether by residents or businesses using them in their merchandise.

Branding is just one part of community development and is only as effective as its implementation. For the town of Clifton Forge, local government will certainly get its money’s worth in the coming years, as several state-funded initiatives are underway. Most recently, the Department of Housing and Community Development awarded the Town of Clifton Forge a $75,000 Community Development Block Grant to create a Downtown Master plan, which will outline a strategy for future investment from both the public and private sectors. Additionally, Virginia Housing awarded the Town of Clifton Forge a $1 million grant in late 2025 to redevelop the historic Jefferson School, a segregation-era school built to serve Black children. Upon completion, 28 new workforce housing units will be created.

Main Street Clifton Forge is an Exploring Main Street community and has been a part of the Virginia Main Street program since 2024.