You can find the swoopy, stylized version of the word “Stowe” everywhere — police cruisers, store windows, a covered bridge. It’s as if the entire town is part of one giant marketing campaign. Question-asker Joe Emery of Essex finds this sort of weird, and wants to know how it came to be.

We made a video version of this episode! Check it out here. 

For more photos and an episode transcript, head to our website.

This episode was reported by Sabine Poux. It was edited and produced by Josh Crane and Burgess Brown. Our intern is Catherine Morrissey. Angela Evancie is our Executive Producer. Digital support from Sophie Stephens. Theme music by Ty Gibbons; other music by Blue Dot Sessions.

Special thanks to Nina Keck, Poppy Gall, Carrie Simmons, Amy Spear, Emily Hurd ,Tommy Gardner, Marina Gisquet, Abby Blackburn, Tim Hayes, Courtney Difiore, Sarah Tauben, Keri Smotrich, Maggie Hughes, Ezra Spring and the folks at the Stowe Free Library..

As always, our journalism is better when you’re a part of it:

Brave Little State is a production of Vermont Public and a proud member of the NPR Network.