The Historic Florence logo was designed by artist Linda Meigs, who also owns the Florence Mill. The text is set in the Goudy Handtooled typeface, with the word Historic set in a curve over an image of pioneers pulling a handcart, and the word Florence across the bottom (straight). The handcart is based on an image sketched by artist George Simons in 1856. It depicts the Mormons using the handcarts as an affordable method of transferring to Salt Lake after being outfitted here in Florence.
This is the George Simons image that inspired the logo:
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