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.
- Family, friends gather to remember, mourn Miguel Reyes
- Exeter evicts Viva as country club's caterer, pub operator
- Grease fire damages home near Barto, sends man to hospital
- Bear Creek sets plans to open slopes for 2017-18 season
- 2 hospitalized, more than dozen displaced by fire in Reading
- Reading police say Pear Street shooting now a homicide
- Trio of suspicious fires have Hunterdon County authorities alarmed
- Dinardo and Kratz plead not guilty to homicide charges
- Space heater to blame for fatal Schwenksville fire
- Easton PD: Man shot multiple times on W. Wilkes Barre St.
- Community celebrates Hanukkah with latke cook-off
- State Police: Schwenksville fire caused by extension cord failure
- Tiny house sending big message
- Driver killed in Alburtis train crash identified
- Fire destroys a Leesport garage
- Shop with a Cop makes kids' Christmas brighter