brand identity development city of...
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Brand Identity Development
City of DavenportCOUNCIL PRESENTATION | DAV1596 | 15 OCTOBER 2019
©Guide Studio, Inc. guidestudio.com
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OCT 2019 | PAGE 2©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Brand Objective
Brand ObjectivesCREATE A BRAND THAT:
• Resonates with people in community and evokes a sense of pride
• Is consistent from department to department and within the city
• Has longevity; can serve as a guiding star for the future
• Supports a unified Davenport
• Supports economic opportunities & urban revitalization
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OCT 2019 | PAGE 3©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Process Overview
The Process• Review current brand and marketing materials
• Brand Discovery Workshop with the Steering Committee
• Brand Discovery Workshop with Key Stakeholders
• Brand Discovery Survey with the Public (670 responses)
• Brand Discovery Interviews with Aldermen
• Tour of Davenport
• Brand Strategy: combine and organize data & insights
• Logo and brand look development
• Key Message development
• Brand Implementation Planning
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OCT 2019 | PAGE 4©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
What is a Brand?Brand is the symbolic embodiment of all the information connected to your community, and serves to create associations and expectations around it.
“If you don’t care where you’re going, it doesn’t make a difference which path you take.”
—CHESHIRE CAT
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OCT 2019 | PAGE 5©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Brand Framework
Diverse Landscape
Midwestern Values
Opportunity Abounds
Urban Advantage
City Gritty
Distinct Advantages
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OCT 2019 | PAGE 6©Guide Studio, Inc. guidestudio.com
Page Title
CITY OF DAVENPORT // BRAND IDENTITY
Brand Look
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OCT 2019 | PAGE 7©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Primary Logo This mark uses type that is
upright and bold, conveying
the resilience and strength
at the root of Davenport’s
community culture. This is
positioned next to the softer
shape and friendliness of the
circular icon to create that
balance. The logo graphic is an
interpretation of the Davenport
Skybridge – iconic and
unique to Davenport, this also
represents the actual physical
connection to the Riverfront,
as well as a more symbolic
representation of connecting
the Diverse Landscape for a
unified Davenport. The graphic
style may also be used to
create other community icons
that can be utilized with the
brand as support graphics,
such as Vander Veer Park, the
River Bandits Ferris Wheel, Bix,
neighborhoods and so on.
KEY WORDS
• Hardworking & Resilient
• Friendly & Fun
• Unpretentious
• Diverse Landscape
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OCT 2019 | PAGE 8©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Black and White
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OCT 2019 | PAGE 9©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Color & Type
Gotham MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
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CITY OF DAVENPORT // BRAND IDENTITY ©Guide Studio, Inc. guidestudio.com
Logo Family
OCT 2019 | PAGE 10
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OCT 2019 | PAGE 11©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Application Examples
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OCT 2019 | PAGE 12©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Application Examples
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OCT 2019 | PAGE 13©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY
Applications
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Application Examples