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New logo part of renovation plan for La Crosse Center

Brad Williams

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Part of the project to make the La Crosse Center more modern is to start a branding campaign.

At a meeting of the center board of directors today, board members could vote to seek out companies that could help advertise the 39-year-old building to regional and national audiences.

Board president Brent Smith said local staff is not necessarily trained to ‘brand’ the building.

The $42 million renovation campaign also includes an effort to modernize the logo.

The La Crosse Center brand design seen on the sign outside the building has been used since the early 1980s. Some staffers would like to see a fresher image for the building.

A native of Prairie du Chien, Brad graduated from UW - La Crosse and has worked in radio news for more than 30 years, mostly in the La Crosse area. He regularly covers local courts and city and county government. Brad produces the features "Yesterday in La Crosse" and "What's Buried on Brad's Desk." He also writes the website "Triviazoids," which finds odd connections between events that happen on a certain date, and he writes and performs with the local comedy group Heart of La Crosse. Brad been featured on several national TV programs because of his memory skills.

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