TML unveils new logo

With a new year comes a new look for the Tennessee Municipal League (TML).

When developing the roadmap for the next 20 years of TML, the 2025 Visioning Committee highlighted the need for impactful communications and identity, including a redesign of the TML logo to help provide an updated, new brand image for the organization.

The current logo for TML has been in use for decades, and while it initially aligned with graphic trends and has served TML well, the Visioning Committee and TML Board recognized the need to create a contemporary logo that reflects modern aesthetics and a league focused on the future.

Working with Victoria Trusty of Trusty Design Co., TML Senior Director of Communications Corinne Gould identified the primary goals for the new design:  use the entire name of organization; include the tagline explaining what TML does; include the establishment date to indicate longevity, strength to withstand time and change, expertise, and trustworthiness; and maintain a classic red, white, and blue color scheme with deeper, richer shades for a polished, professional appearance.

Trusty Design relied on those goals and follow-up conversations with Gould to ultimately develop five design proposals, with additional variations and secondary use options developed for two. 

An ad hoc committee came together at that time to review the proposals. TML current and past Board members Kevin Brooks, Paige Brown, Trey Dykes, Kim Foster, Ken Moore, and Jessica Salamida met with Gould to offer their opinions on the options and how TML’s identity would be represented best.

The committee united behind one design, and their recommendation advanced to the TML Board. Following a unanimous Board vote, the new logo was approved.
The logo publicly launched on Jan. 9, 2026. The tri-star is immediately recognizable as representative of Tennessee. Block-style text is balanced with curvature of the tri-star and tagline. 

The tagline phrasing is more approachable and makes it easy for anyone to surmise what TML does. Use of “Est” is familiar to audience as that designation is often used on town seals and logos. The subtle emphasis of “U” will have multiple design implications, as there is no TML without “you,” “community,” “municipal,” “communications,” etc.

While the primary logo is a horizontal, rectangular shape, the secondary option provides flexibility. With that content arranged as square text within a circle, TML can use the secondary logo on platforms or items better suited for a square or round presentation. 
Gould expressed her appreciation to Trusty Design and to the committees and board members of TML who supported this change.

“This project was the first I tackled upon joining TML last fall,” she said. “It’s exciting to see it come to life. I thank the committee members and TML leaders who recognized the need for a fresh look and the willingness to work with us through the process.

TML Executive Director Anthony Haynes added, “TML has built a strong foundation of trust, expertise, and advocacy. We look forward to moving into 2026 with a new visual representation of the organization and the aim to increase brand visibility and awareness to members and the broader community.”