It’s very hard to know where to start with this one. There is a fineline where edgy and funny can become crass and plain stupid. KJCT8 TV has shone a light on Fruita, CO where a bumper sticker has evolved into being proposed as the city’s tagline. The bumper sticker reads “WTF”, meaning “Welcome To Fruita”.
"We saw them and thought it was pretty funny and thought it might be a good idea," Fruita city manager Clint Kinney told KJCT8. "And so before we ran with the idea we wanted to get feedback from the community."
Mr. Kinney might like to also get the opinions from prospective visitors, potential new residents, or executives considering relocating a business to the city. Does the acronym hint at any benefit or reward for them? What message does it convey to them? Has The City of Fruita also considered that it really doesn’t come any more generic than “welcome to”? There’s zero distinctiveness about that.
This contains so many examples of what small communities shouldn’t do when they want to establish a verbal identity to project their competitiveness. If Fruita adopts this as their tagline, the reaction to it from outsiders might well be, “WTF!” Cities need to take their competitive identity way more serious than this. It has a direct impact on the income and well-being of the comunity as well as the tax receipts of the city council. It deserves much more serious and informed consideration than to base the city's identity on a joke from a bumper sticker.