SAN ANTONIO – The Battle of Flowers Parade unveiled a new logo on Tuesday at the 2025 Fiesta kickoff planning meeting.
Tuesday’s meeting initiates planning for next year’s celebration.
“The logo that will mark all Battle of Flowers events continues to recognize the purpose of the parade that began in 1891 honoring those that fought for Texas Independence, while saluting the celebration that has become Fiesta San Antonio with an explosion of confetti color symbolizing the 15,000 flowers that adorn the parade floats each year,” a news release states.
Soeurette Shook-Kelly, director of Corporate Development for Anderson Marketing Group, gave a presentation on the new logo and explained why the changes were happening.
“So why a new logo? No consistency hinders a strong brand perception. The logo had degraded over the years, evolving from the leaves to kind of a rope appearance,” Shook-Kelly said. “...The legacy logo is problematic for reproduction, and the legacy logo is outdated.”
She explained the reasoning behind the design changes and what they mean.
“The design was very intentional, incorporating the circle. This circle is symbolic of what you are,” Shook-Kelly said to the audience. “It starts at the Alamo, and it ends at the Alamo, the circle.”
The confetti represents celebration and the star in the middle represents the star on the Texas flag, Shook-Kelly said.
Not only was the logo introduced, but also a newly refreshed official seal, which will also be used for various things related to the Battle of Flowers.
“It restores the beautiful design of its original appearance with just slight modifications,” Shook-Kelly said.
The 2025 Battle of Flowers parade is scheduled for Friday, May 2.
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