Rock City Launches Major Visual Rebrand, Spotlighting Its Iconic Gnomes for the First Time in Over Two Decades
Graphic Courtesy of Rock City
In The Know with Gino…
Lookout Mountain’s beloved attraction, Rock City, has unveiled its first comprehensive visual makeover in more than 25 years, with a fresh new focus on its charming garden gnomes. The rebranding includes a modernized logo and updated signage, setting the stage for a renewed identity separate from its parent company, Rock City Enterprises, while maintaining its classic appeal.
Watch the video here.
While the spotlight shifts to the gnomes, visitors can rest assured that the recognizable “See Rock City” birdhouses and barns will remain unchanged, continuing to be a staple of the attraction’s historic charm.
The new branding was revealed online Thursday, showcasing a whimsical gnome figure standing before a mystical portal, surrounded by starbursts meant to evoke the wonder and enchantment that visitors experience at Rock City. This playful introduction signals a new chapter in the site’s storytelling, emphasizing the magical atmosphere that has captivated guests for nearly a century.
In a detailed blog post, Rock City introduced four unique gnome characters, each representing different parts of the gardens:
– Leif the Soilsmith — guiding visitors along the Grand Corridor Trail
– Nimble the Adventurer — exploring the Bridges Trail
– Edvard the Soundcrafter — featured in the Hall of the Mountain King Trail
– Bergmann the Miner — nestled within the Fairyland Caverns Trail
Although the gnomes are now taking center stage, many have been quietly watching over the gardens for decades. These hand-painted terracotta figurines were originally brought to the site by founders Garnet and Frieda Carter and sourced from Zwergstatt-Gräfenroda, a renowned German gnome-maker dating back to 1874. Some of these early gnomes are nearly 140 years old, making them cherished vintage relics of Rock City’s history.
Over the years, the aging statues have been carefully maintained, but many are reaching the end of their lifespan. To preserve their legacy, some of the older gnomes are stored in an archive affectionately called the “Gnome Folks Home,” where they are kept safe from the elements when not on display.
Rock City officials expressed enthusiasm about highlighting these longstanding garden residents, stating, “Many of those cheerful little statues have been part of our story for generations. We’re excited to finally showcase them in the gardens alongside our new gnome characters.”
Founded in 1932, Rock City has long been recognized by its iconic mountain face logo, which has evolved over the years, with the most recent iteration dating back to 2000. The current rebranding marks a fresh effort to connect with new audiences while honoring its rich history as a Chattanooga landmark and family-friendly destination.
SOURCES: NOOGAtoday & Local 3
