Schuylkill River Heritage Area adopts new name, logo

'We are not changing what we do'

POTTSTOWN, Pa. - An organization that strives to connect the Schuylkill River to the people and communities along its corridor has adopted a new name and logo to better reflect that mission.

The Schuylkill River Heritage Area announced Thursday that it is now known as Schuylkill River Greenways, with a logo that features a green and blue graphic representative of the fields and towns with a river running through the center.

"We have changed our name and our logo, but we are not changing what we do," said Elaine P. Schaefer, executive director of Schuylkill River Greenways. "Our new identity better represents the work we do, building and promoting the Schuylkill River Trail, championing the river and revitalizing the communities along it."

The new name harkens back to the organization's roots, officials said. It was founded in 1974 as the Schuylkill River Greenway Association, with an original focus on preserving the riverfront and Berks and Schuylkill counties. It has since expanded to include Chester, Montgomery, and Philadelphia counties.

Making "greenways" plural in the name, officials said, speaks to the fact that there are many greenways along the Schuylkill's tributaries that are important to the river's health and the region's economic wellbeing.

The rebranding follows completion of a strategic plan that calls for finishing the entire Schuylkill River Trail, which will run a projected 130 miles from Philadelphia to Pottsville. It also sets goals for protecting and restoring the river, connecting communities to it, and engaging people in programs that encourage them to value and advocate for the river.

Former Reading Mayor Victor R.H. Yarnell served for more than two decades as the organization's first executive director.

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