Madison, SD – Two organizations driving economic development and championing local businesses in Madison have announced updated brand identities.
The Lake Area Improvement Corporation (LAIC) and Greater Madison Area Chamber of Commerce recently unveiled new logos designed to eliminate confusion, strengthen their missions and better reflect the communities they serve.
In addition, the LAIC has officially rebranded as the Madison Area Development Corporation
(MADC). The organization plans to launch a new website under the new name and logo soon.
“The City’s strategic plan identified the need for clearer branding among the City, LAIC, and the Chamber of Commerce,” said Savannah Olinger, director of marketing for the City of Madison. “The updates for both MADC and the Chamber align with that goal and reflect the unique value each brings to our region.”
For MADC, the rebrand is a direct response to three key challenges:
- Brand confusion: The former logo was nearly identical to those of the City of Madison and the Chamber, leading to frequent confusion. All three entities now have distinct logos with ties to the community they serve.
- Frequent misidentification: Outside the immediate area, “Lake Area” was often mistaken for Lake Area Technical College.
- Need for modern tools: A new, user-friendly website is in development to improve communication with business and community partners.
Madison Area Development Corporation also brings greater geographic clarity. City names like Madison are easier to identify than county names, especially for those outside the area.
Both organizations are excited to move forward with their new branding in place and continue their work in supporting business development, community engagement, and long-term growth throughout the Madison area.