New logo features a flower that only grows in our area

By Lee Juillerat for Ashland.news

The Britt Festival, or Britt, has a new brand and a new website.

Following a year of work with local community members, staff, board, and UK-based design firm Fiasco Design, Britt unveiled its brand-new logo and website this week ahead of its upcoming 2025 season. The logo features a hand-carved woodblock illustration of the beloved fritillaria gentneri (Gentner’s Fritillary), a rare and beautiful flower that only grows in Jackson and Josephine counties and is currently in bloom.

The largest concentration of the wildflowers is found on the Britt hill behind the fence line. Britt reminds people that “these endangered flowers are a treasure and should not be picked.”

The flowers are memorialized year-round by Cheryl Garcia’s sculpture, Brittillaria, which is located inside the Gate 1 entrance to the Britt Pavilion. Britt officials said the new logo, paired with hand-drawn lettering “reflects the artistry and authenticity that define the Britt experience. Color palettes and typefaces were inspired by signage and architectural details on historic buildings in downtown Jacksonville, Britt’s home.”

The relaunched website prioritizes accessibility, technology upgrades, and patron reliability. The project was funded, in part, by grants from the Murdock Charitable Trust and the Oregon Cultural Trust. The site can still be accessed from brittfest.org as well as britt.org.

“As we approach 65 years in our community, Britt is thrilled to share this new look with our patrons and friends,” said Britt president and CEO Abby McKee. “Britt is inextricably linked with its home on the Britt hill, and we are proud to make that connection even more visible with our icon of Gentner’s Fritillary and typefaces that represent the history of Jacksonville. It’s been a meaningful undertaking to work with community members to better understand Britt’s role in our community. The fritillaria gentneri represents something rare and local—just like Britt. With this new brand, we’re celebrating the artists, audiences, and volunteers who make Britt such a special place.”

McKee said the new website “addresses many of the challenges that our old site simply could not, most importantly accessibility for patrons with low vision. The new site also improves reliability and security for ticket purchases and donations while better telling the Britt story. And it’s just darn pretty.”

She emphasized that Britt patrons should buy their tickets directly from Britt at their website or from the box office to ensure that they are receiving valid tickets and the best pricing.

In explaining reasons for the rebranding, Britt released the following statement using quotes from interviews with the local community. They include:

“You’ll feel it the instant you walk up the hill. From all-day strolls in our park and gardens to sublime shows: there’s no place quite like Britt. It’s a space and place, but also so much more. It’s the tune we sway to, the things we remember, the people around us, and the friendships we build along the way.”

“Simply put: it’s the heart of our community.”

“In our epic, but also cocoon-like, amphitheater you can bring your own blanket or sit on a bench. Kick back and connect as the heat lifts, and the sound beats with the breeze. Enjoy an intimate experience with 2,000 friends you just met, taking in the stars or rising to dance.”

“Our team is a collective of professionals and volunteers. Here because we love it. Here so you can love it, too. We are a community of people from all walks, from the helping hands to the incredible artists and every joyful face on the Hill.”

“Open up to creativity – and something a little deeper. In the classroom, on the trails, through music or the arts. Get that extraordinary sense of expanding your horizons as you take in the one ahead, where the sun sets slowly beyond ponderosa pines.”

“So come and play your part – feel the energy of something familiar or the beat of something new. Connect once more and strike a deeper chord.”

For information about the upcoming season visit www.britt.org.

Email freelance writer Lee Juillerat at [email protected].