Downtown Grand Rapids: Building Our Brand Together
The Downtown Grand Rapids Alliance, in partnership with Itasca Economic Development Corporation, Visit Grand Rapids, and the Chamber, kicked off a community branding process to capture the heart and energy of our downtown.
Special thank you to the 30+ community members attended the Brand Discovery Session at Rapids Brewing Company on October 22 to share creative ideas, stories and input to kick off the Grand Rapids Downtown Alliance branding process.
We’re still listening! Your input helps ensure the brand truly represents everyone who lives, works, and plays downtown.
Please take a look at the notes and discovery summary below, and let us know what resonates — or what is missing.
Click here to share your feedback.
It only takes a few minutes, and your ideas will help shape the final brand reveal later this year.
Here’s what we heard:
“What do you want people to FEEL when they think about
Grand Rapids?”
- Excited, intrigued, inspired
- Connected and welcomed
- “At home” — want to come back
- Safe, friendly, and familiar
- Proud and nostalgic
- Creative, curious, and engaged
- Cozy, comfortable, and warm
- Encouraged to explore, linger, and spend time downtown
- Joyful, happy
- Inspired and curious
-Included & valued
- Pride and belonging
- Inclusive and authentic
Associated Ideas
- Walkable and bikeable streets
- Variety of shopping, food, and cultural experiences
- Great customer service and hospitality
- Family-friendly and artistic atmosphere
- “Always something new to see”
- “Feels like your favorite pair of jeans”
Tone Words
- Vibrant, alive, inviting
- Rooted but modern
- Community-oriented, inclusive, approachable
- Creative and authentic
- Balanced energy — safe yet adventurous
“What stories or experiences come to mind about downtown from your own memory?”
Signature Events & Community Traditions
- First Friday gatherings
- Crazy Days
- Tall Timber Days
- Car Show / Summer Meet — possibly moved downtown
- Library Storybook Walk
- Snowman Mural
- Yellow Brick Road Mural at Central School
A Few Beloved Local Spots
- The Pines
- Rapids Brewing Co., RBC, and Riverwalk for live music and social gatherings
- The Pickled Pike, Market 34, The Station, The Sugar Room, The Historic Mill
- The Library and Riverwalk as community hubs
Themes & Feelings in the Stories
- Nostalgia — hometown traditions, family outings, classic events
- Togetherness — laughter, music, shared community life
- Pride — “Downtown feels like ours”
- Warmth & Belonging — comfort food, friendly faces, cozy atmosphere
- Evolving Identity — blending historic charm with new energy and creativity
“If downtown were a flavor, sound, or color…”
Flavor
- Salted caramel
- Thai pizza, fish & chips
- Pine, woodsy notes
- Ice cream, popcorn
- Comfort food — soup, mac & cheese
- Earthy, umami, savory
- Pumpkin spice, fall flavors
- “Rich and deep / meaty”
Sound
- Live music (local, outdoor)
- Classic rock / Smooth jazz
- Laughter and conversation
- Crackling campfire
- Babbling brook / Water ripples
- Breezy movement / rustling trees
- Dog bark — hints of life and activity
Color
- Rainbow (frequent theme — vibrancy, inclusivity, art)
- Earth tones, burnt orange, and fall hues
- Buffalo plaid
- Four-seasons palette
- Warm, lively, and dynamic
- “Somewhere over the rainbow” — imaginative, hopeful tone
Cross-Cutting Themes
Nature + Art Intertwined
Pines, rivers, murals, color, sound, and seasonal change appear across all exercises — expressing Grand Rapids’ strong connection to place and creativity.
Seasonal Rhythm
Downtown life evolves with the seasons — cozy winters, vibrant summers, colorful autumns, lively gatherings year-round.
Multi-Sensory & Immersive Experience
Downtown is imagined as something you feel, taste, hear, and see — comfort meets curiosity.
Community Connection
A sense of belonging, safety, and pride is central. Participants described a place that welcomes locals home and invites visitors in.
Cultural Vitality
Music, art, food, and shared experiences are defining features of the Grand Rapids story.
