branding project

Transcription

branding project

The City of Delaware // Brand Development
Identity Design Presentation
FINAL February 2014
PREPARED BY
©Studio Graphique, Inc. designwithdirection.com
CURRENT DELAWARE IDENTITIES
Way Finding
Analysis and Implementation Plan
LOCAL BRANDS
UPDATED BRANDS
Key Messages
STRATEGY // BRANDING
The City of Delaware offers...
A well-maintained, family-oriented community within a sophisticated, urban
atmosphere.
The City of Delaware promises...
A traditional hometown with small-city charm that attracts and ensures positive and
consistent, resident and visitor traffic.
The City of Delaware distinct advantages are...
Well-established neighborhoods and a cooperative governance that supports a solid
high-tech manufacturing base, excellent educational institutions and an authentic
Downtown Business District full of independent shops, unique restaurants and a
variety of entertainment options.
Family-Oriented • Cooperative Government • Entrepreneurial
• Authentic Experiences
With the City of Delaware you get...
Hometown living that fosters growth and creativity making it the ideal home where
traditional and entrepreneurial businesses can flourish and cultivate positive visitor
experiences.
Key
Personality
Traits
CITY PERSONALITY
Cities are not static. They begin, they evolve and they grow.
But they are rooted, they have a foundation that is created
by the people who live, work and visit there. This foundation
is based in emotion. A feeling of pride, a first impression a
recollection of experience. These are hard to visualize, but
you know it when you see it.
KEY TRAITS
MODERN AMERICANA ATMOSPHERE
BALANCED
AUTHENTIC
VARIETY
TRADITIONAL
INTERWOVEN
CHARMING
COOPERATIVE
SOPHISTICATED
LAYERED
ENTREPRENEURIAL
TAPESTRY
ARTISTIC
Identity
Concept
The City of Delaware’s big, small-city atmosphere harkens
back to a different era while still looking toward the
future. This concept features the crisp line work that can
be an interpretation of a billowing American flag or the
many roads that lead to your City. This is partnered with
modernized, yet classic typography, enhanced by a color
palette that represents a mix of the city’s rich traditions
and contemporary spirit.
KEY WORDS
Established
Authentic
Modern Americana
Traditional
Sophisticated
Layered
Real History
Balanced
BRAND IDENTITY| OFFICIAL BRAND MARK
Established • Authentic • Traditional • Sophisticated • Real History • Balanced
For the City of Delaware, the key words that were selected for your Brand Personality were deeply rooted in feelings and emotions.
We chose to create a simple and clear brand mark that has the elements and ability to evolve and grow with your community.
The official brand mark is foundational and meant to stand the test of time.
variations
black & white
d e pa rt m e n t n a m e
w/o date
for department naming
reversed out
Brand
Palette
The brand palette is meant to be a guide for a consistent
visual message while allowing your brand to evolve and
grow with your city.
As your city is not known for one “thing”, we have created
The Delaware Traditions badges to allow your many assets
to shine without being over shadowed by each other. They
are complimentary brand marks, meant to be used on their
own, or simply for their illustrations.
A supportive color and typographical palette enhances the
flexibility of your new visual language.
BRAND PALETTE | OFFICIAL BRAND MARK // TRADITIONS BADGES // FONTS // COLORS
PA R K
OHI O WE
E YA N U N
S
& RECRE
ION
AT
SL
RSIT Y
LIT TLE
OWN JU
IV E
BR
ACE
WN
HI ST
DOWN
GR
R IC
TO
O
traditions badges
fonts
Columbia tilting
colors
AW Conqueror Slab
engravers gothic
BRAND APPLICATIONS
P U B L I C WO R KS
BRAND APPLICATIONS
Arts Castle
Theater
Public Parking
County Bldg
Library
historic
downtown
banner program
little brown
jug race
parks &
recreation
directional
BRAND COMPARISON
LOCAL BRANDS
CITY OF DELAWARE, OHIO
Brand Standards & Guidelines
Cities are not static. They begin, they evolve
and they grow. But they are rooted, they
have a foundation that is created by the
people who live, work and visit there. This
foundation is based in emotion. A feeling of
pride, a first impression a recollection of
experience. These are hard to visualize, but
you know it when you see it.
ii
BRA N D OV E RV I EW
Brands, Branding and Brand equity have become
increasingly important components of culture and the
economy, and are now being described as “cultural
accessories and personal philosophies.”
The prevalence of Brand in our society has changed the
way people think insofar as we use brand qualities and
messages to sort and organize information.
A critical part of any communication strategy is Brand.
Developing a consistent and recognizable look and
feel to communications materials helps people readily
identify the source and content of the communication.
It helps them single out the messages to which they
want to pay attention and eliminate the clutter.
DE F I N I N G BRA N D
Brand is a symbolic embodiment of all the information
connected to a product, company or place, serving to
create associations and expectations around it.
A Brand Image is the collective perception (planned
or incidental) of a product, company or place and is the
result of interactions with the people, environment,
materials, and messages associated with that product,
company or place.
A Brand Identity is not a logo alone, but the collective
look and feel of the communications materials, including
the key messages and tagline. This often includes a logo,
fonts, color schemes, patterns, photo style, symbols and
even sound, all which may be developed to represent
implicit values, ideas and personality.
Effective brands invoke positive emotions or
experiences, and possess adequately aligned perception,
reality and goals. They are authentic, yet aspirational
and inspirational.
iii
CO N TE N TS
Introduction
Usage
Applications
Brand Overview.......................iii
Clearspace.................................4
Stationery Templates........... 12
Contents....................................iv
Size...............................................4
Branded Items......................... 14
Logo Don’ts...............................5
Vehicle Graphics.................... 16
Messaging
File Naming & Usage Chart...6
Appendix
Personality Traits.....................1
Brand Elements
Positioning..................................1
Key Messages............................2
Brand Glossary....................... 17
Body Font...................................7
File Format Guidelines.......... 17
Specialty Fonts.........................7
About the Mark
Brand Colors.............................8
Logo Colors...............................9
Foundation.................................3
Reverse Logo Colors............. 10
Construction.............................3
Badge Usage.............................11
Logo with Department...........3
iv
Messaging
KEY PE R SO N A LI TY TRA I TS
Established • Authentic • Traditional
Sophisticated • Real History • Balanced
POSIT I O N I N G STATE ME N TS
For Residents
For residents, the City of Delaware is a family-oriented community that blends a
traditional hometown atmosphere with a modern, independent spirit. Delaware’s
authentic downtown, well-established neighborhoods and cooperative governance
provides a solid foundation for a living experience that fosters growth and creativity.
For Visitors
For visitors, the City of Delaware offers a sophisticated, yet charming urban
atmosphere, featuring independent shops, unique restaurants and a variety of
entertainment options. Delaware’s authentic history, friendly and eclectic community,
and modern vitality cultivate a distinct visitor experience.
For businesses
For businesses, the City of Delaware offers a well-maintained community, supported
by consistent resident and visitor traffic. It features a solid high-tech manufacturing
base and government offices balanced by a private university and charming downtown
business district. This vibrant City has established itself as a place where both
traditional and entrepreneurial businesses can flourish.
1
Messaging
K EY MESSAG ES
For Visitors and Residents
» A well-maintained, family-oriented community within a sophisticated,
urban atmosphere.
» A traditional hometown with small-city charm that attracts and ensures positive
and consistent, resident and visitor traffic.
» Well-established neighborhoods and a cooperative governance that supports a solid
high-tech manufacturing base, excellent educational institutions and an authentic
Downtown Business District full of independent shops, unique restaurants and a
variety of entertainment options.
» Hometown living that fosters growth and creativity making it the ideal home
where traditional and entrepreneurial businesses can flourish and cultivate
positive visitor experiences.
2
About the Mark
LOGO
FO U N DAT IO N
The City of Delaware’s big, small-city
atmosphere harkens back to a different era
established date
while still looking toward the future. This
logo features the crisp line work that can
be an interpretation of a billowing American
flag or the many roads that lead to the
City. This is partnered with modernized, yet
classic typography, enhanced by a color
palette that represents a mix of the city’s
rich traditions and contemporary spirit.
city of delaware logotype
ohio banner
CO N ST RU CT IO N
The City of Delaware logo consists of the
established date, logotype, and Ohio banner.
The logo has been provided in two formats
LOGO WITHOUT DAT E
– with and without established date. The
logo with established date should be used
in most cases. The version without the date
may be used only in instances where space
will not allow for the full logo, such as for
sponsorships or advertising.
LO G O W IT H D E PA RT M E N T NAM E
The Ohio banner may, in special
circumstances, be replaced with individual
department names, such as Parks and
Recreation or Public Works. The department
name must be formatted using the approved
typeface, color and style as shown on this
LOGO WITH DEPARTME N T N A ME
page. The use and layout must be approved
by the Community Affairs Coordinator prior
to use.
d e pa rt m e n t n a m e
3
Usage
C L E A R S PAC E
To ensure its integrity and visibility, the
CLEARSPACE
logo should be kept clear of competing text,
images and graphics.
1.5XD
1XD
The logo must be surrounded on all sides by
an adequate clearspace — a space equal in
D
size to the cap height of the “D” on the sides
and bottom, and 1-1/2 “D” at the top —
as shown.
1XD
1XD
For the logo without the established date, a
space equal in size to the cap height of the
“D” may be used on all sides.
S IZE
Proper size and positioning is critical when
using the logo. Please refer to the guidelines
CLEARSPACE
provided below.
1XD
1XD
MINIMUM SIZ E
The minimum size of the logo with
established date is 1.25” in width. The
D
minimum size of the logo without the
established date is the 1” in width.
1XD
1XD
If the logo is reproduced at a smaller size,
the quality of reproduction or screen
appearance will degrade.
MAXIMUM SIZ E
There is no specific maximum size. However,
the logo size should always be proportional
to the content of the piece being created.
MINIMUM SIZE
1.25"
1"
4
Usage
LO G O D O N ' TS
2
Proper size and positioning is critical when
using the logo. Please refer to the guidelines
provided below.
The City of Delaware logo should not be
redrawn or altered in any way. Always use an
approved master artwork file.
1. The full logo should not be used more
than once on any page or spread.
3
2. Do not distort or manipulate the
proportions.
3. Do not reproduce in non-approved colors.
4. Do not angle the logo.
5. The logo should not be used on a solid
color that makes the logo difficult to read.
The logo may be used on white or light
shades of grey.
4
5
5
Usage
FI LE NAM ING & U SAG E CH A RT
LOGO
CMYK (print)
PANTONE (print)
RGB (web, ppt, video)
Full-Color
CityofDelaware-Logo_CMYK.eps
CityofDelaware-Logo_CMYK.jpg
CityofDelaware-Logo_CMYK.pdf
CityofDelaware-Logo_CMYK.tif
CityofDelaware-LogoNoED_CMYK.eps
CityofDelaware-LogoNoED_CMYK.jpg
CityofDelaware-LogoNoED_CMYK.pdf
CityofDelaware-LogoNoED _CMYK.tif
CityofDelaware-DN_CMYK.ai
CityofDelaware-Logo_PMS.ai
CityofDelaware-Logo_PMS.eps
CityofDelaware-Logo_PMS.pdf
CityofDelaware-LogoNoED_PMS.ai
CityofDelaware-LogoNoED_PMS.eps
CityofDelaware-LogoNoED_PMS.pdf
CityofDelaware-DN_PMS.ai
CityofDelaware-Logo_RGB.jpg
CityofDelaware-Logo_RGB.png
CityofDelaware-LogoNoED_RGB.jpg
CityofDelaware-LogoNoED _RGB.png
Black
CityofDelaware_Logo_Black.eps
CityofDelaware_Logo_Black.pdf
CityofDelaware_Logo_Black.tif
CityofDelaware_LogoNoED_Black.eps
CityofDelaware_LogoNoED_Black.pdf
CityofDelaware_LogoNoED_Black.tif
CityofDelaware-DN_Black.eps
Greyscale
CityofDelaware_Logo_Greyscale.eps
CityofDelaware_Logo_Greyscale.pdf
CityofDelaware_Logo_Greyscale.tif
Reverse/
White
CityofDelaware_Logo_White.eps
CityofDelaware_Logo_White.pdf
CityofDelaware_Logo_White.tif
CityofDelaware_LogoNoED_White.eps
CityofDelaware_LogoNoED_White.pdf
CityofDelaware_LogoNoED_White.tif
CityofDelaware-DN_White.eps
CityofDelaware_Logo_Black.jpg
CityofDelaware_Logo_Black.png
CityofDelaware_LogoNoED_Black.jpg
CityofDelaware_LogoNoED_Black.png
CityofDelaware_Logo_White.png
CityofDelaware_LogoNoED_White.png
NOTE: All ai, eps, tif and png files have a transparent background; all other file types have solid white backgrounds.
6
Brand Elements
CAMBRIA
BO DY FO N T
AB CDEFG HIJKLMNOPQRSTUVW XY Z
a b c d e fghijk lmnop qrstuvwx yz
1234567890
Typography is an important element in
Cambria Italic
for correspondence, such as letters and
Cambria Bold
for professionally produced brochures,
Cambria Bold Italic
printed portions of the stationery.
Cambria Regular
maintaining a clear, well-defined and
consistent brand. The serif font Cambria has
been selected as the primary typeface for
body copy.
This typeface should be used for body copy
memos. It may also be used as an accent
newsletters, magazines, signage and the pre-
This font should be available as a standard
font on both PC and Mac computers.
NOTE: Do not attempt to recreate any part of the logo with these
or any fonts. Provided artwork should be used.
AW CONQUEROR
A BCDEFG HIJKLMN OPQRST U V WX Y Z
a bcdefg hijklmn opqrst u v wx y z
1 2345 67890
S P EC IA LT Y FO N TS
AW Conqueror Slab Light, AW Conqueror
Carved One, and Engravers Gothic have been
selected for use on professionally produced
aw conqueror slab light
graphics, brochures, newsletters, magazines,
aw conqueror carved one
stationery.
signage and the pre-printed portions of the
AW CONQUEROR
This font is free to license and you can
download it at http://typofonderie.com/fonts/
ENGRAVERS GOTHIC BT
AB CD EFGH IJKLMNOPQRSTU V W X YZ
a b c de f g hijklmnopqrs t uv w xy z
1 23 4 5 6 7 890
engravers gothic
aw-conqueror-family/
ENGRAVERS GOT HIC
This font may be purchased and download
at http://www.myfonts.com/fonts/bitstream/
engravers-gothic/
NOTE: Do not attempt to recreate any part of the logo with these
or any fonts. Provided artwork should be used.
Please refer to individual requirements of font license
agreements prior to downloading and using fonts.
7
Brand Elements
P RIMARY PAL ET TE
B RA N D CO LO R S
The City of Delaware brand colors consist
of a primary color palette and tints of these
colors. The consistent use of these colors
will create recognition and strengthen the
identity.
NOTE: The colors may vary on different
monitors. The values listed on this page
are the Pantone® coated process color
A MERICANA BLU E
H E R ITAG E RE D
Pantone 654 C
Pantone 484 C
CMYK 100/84/31/7
CMYK 8/92/100/33
RGB 0/58/112
RGB 163/62/46
HEX #00396F
HEX #A33E2E
®
equivalents.
®
T IN TS
Tints of any of the colors in the color palette
may be used with the brand.
B LUE- GREEN
PA L E BLUE
CEMENT
Pantone® 5483 C
Pantone® 5513 C
Pantone® 7534 C
CMYK 65/11/25/27
CMYK 29/1/10/5
CMYK 5/5/15/8
RGB 80/142/150
RGB 172/205/209
RGB 216/211/191
HEX #508E96
HEX #ACCDD1
HEX #D8D3BF
B LAC K/GREYSCAL E
8
Brand Elements
FULL COLOR LOGO
LO G O CO LO R S
The City of Delaware logo may be produced
Pantone® 648 Blue
in full color, black, greyscale or reversed on
a dark background. The preferred printing
process is offset printing, using Pantone
spot colors 648 Blue and 484 Red or
4-color process (CMYK). The logo may also
be produced digitally, but colors may vary
depending on the output device or paper.
Pantone® 484 Red
ALL BL ACK LOGO
GREYSCAL E LOGO
100% Black
55% Black
9
Brand Elements
REVERSE LOGO - BACKGR O U N D CO LO R S
BLACK
R EV E R S E LO G O
The City of Delaware logo may appear in
white (reverse) over background colors that
provide enough contrast between the mark
and the color it is reversed out of.
Recommended colors for this application are
black/grey, and the colors from the brand
palette shown on this page.
50% BLACK (GREY)
PANTONE 654
PANTONE 484
PANTONE 5483
10
Brand Elements
T RAD ITIONS BADGES
BA D G E U SAG E
The Delaware Traditions badges have been
developed to highlight places and events
that are unique to the City of Delaware.
The badges share a common illustration
style and utilize the brand color palette.
These badges may be used on a number
of marketing materials such as the City’s
website, event marketing materials, printed
promotions and apparel. The badge art may
also translate to signage, such as banners,
directional and identification signage,
window graphics and similar applications.
11
Applications
STATIONERY TEM P LATES – LE TTE R H E A D A N D B U S IN ESS CA R D
FULL Name
Title
email address
STAT IO N E RY U SAG E
The stationery shown on this page
and the following page is the approved
system for use with all City of Delaware
communications.
Letters may be printed on pre-printed
stationery, or exported as PDF files from
approved template files.
12
Applications
STAT I ONERY TEMPL ATES – ME MO A N D E N V E LO P E
STAT IO N E RY T E M P L AT ES
Microsoft® Word templates have been
provided to ensure consistent formatting for
these communications documents. Letters
and memos should only be created using
approved templates. Document settings have
been saved in the approved templates, along
with styles for body and highlight text.
13
Applications
BRANDED CLOTH I N G E XA MP LES
B RA N D E D IT E M S U SAG E
Full Color Logo
The City of Delaware logo may be used on
clothing and merchandise. Depending on the
material used, the marks may be produced
in full color, black, or reversed on a dark
background (preferably a color in the brand
palette). The marks may be screen printed,
Black Logo
embroidered or etched.
For example, the full color logo may be used
on light or white materials. The reverse
(white) logo may be used on dark materials
such as the navy polo shown here. The
black logo may be used on brightly colored
materials such as safety orange or yellow
clothing.
Reverse (white) Logo
14
pment
BRAN DED CLOTHING, BA DGES A N D P I N E XA MP L ES
B RA N D E D IT E M S U SAG E
Reverse (white) Logo
The Delaware Traditions Badge may also
Delaware Traditions Badge
be used on clothing and merchandise.
Depending on the material used, the marks
may be produced in full color, one color, or
reversed on a dark background (preferably
a color in the brand palette). The marks may
be screen printed, embroidered or etched.
In rare instances, it is permissible to combine
both the City Logo and the Delaware
Traditions Badge, such as in the ID card
sample below. In these instances, one of the
two marks should be the dominant mark
shown, while the other recedes into the
background.
Lapel Pin Options
Name Badge
david efland
Planning & Community Development
740-203-1600
FULL TIME
15
Applications
VEHICL E GRAPH I CS E XA MP LES
V E H IC L E G RA P H ICS USAG E
The City of Delaware logo may be used as
an applied graphic on City vehicles. The
recommended logo to use on vehicles is
the City Logo with establish date (see page
2) in one color (Pantone 648) on white
or light vehicles or in reverse (white) on
vehicles pained in dark colors (not shown).
16
BRAND GLOSSARY
FILE FORMAT GUIDELINES
Mission Statement
Positioning Statement
Specifies the organization’s
purpose or reason for being. It is
the target at which all plans and
programs should be aimed.
Tagline
A short phrase summarizing
either what you do, who you
do it for, or what you stand
for. The Tagline is used in
tangent with the logo and may
be incorporated into the Key
Messages.
A forward-looking statement
that succinctly defines how
your organization wants to be
positioned in the marketplace.
It should be an honest reflection
of who you are today, but
with short-term attainable
aspirations. Therefore a
positioning statement describes
how you wish to be perceived
and what you intend to do to
create and maintain it. This
statement is used to assist in
communicating with various
publics and is brought to life by
the entire organization through
day-today activities. The more
the organization embodies this
statement, the greater its power
and resonance.
EPS File Format
JPG File Format
Use In Adobe InDesign,
Quark Xpress
Use in Web/Electronic
Communications,
Microsoft Powerpoint
EPS file format allow vector
logos to be enlarged and reduced
without affecting printability.
EPS is the preferred format for
printing logos. EPS files will only
print properly on PostScript
printers or printers that are
running a PostScript interpreter
(RIP). For printing on nonPostScript printers, substitute
TIF or WMF file formats.
EPS files can be saved as either
MAC or PC compatible.
TIF File Format
Use in Adobe InDesign,
Quark Xpress, Microsoft Word
TIF files are the best format
for photo images that are to be
printed. Be sure to request the
exact dimensions at 300 dpi
if the artwork is to be printed
professionally.
Use this format for photos/
artwork/logos that will appear
on a website or that will be
viewed on screen. JPG files are
cross-platform compatible.
GIF File Format
Use in Web/Electronic
Communications,
Microsoft Powerpoint
This format is also used for web
applications or images that will
be viewed on screen. The GIF
format is not recommended for
detailed artwork or photographic
images; use the JPG format
in those cases. GIF files can
be saved with a transparent
background. GIF files are crossplatform compatible.
TIF files can be saved as either
MAC or PC compatible.
goto-guidelines.com | ©2014 Studio Graphique, Inc.
17
The City of Delaware // Strategy Framework
Brand Development
Presentation of Context, Conclusions & Identity Conceptual Design
September 2013
PREPARED BY
City of Delaware Brand Strategy
Current Objective
Create the City of Delaware’s Brand Strategy, a framework to
provide long-term guidance for the brand, messaging and creative
executions.
Goals for Today
1. To review the information gathered in our Discovery Phase.
2. To share the Brand Foundation for City of Delaware, based on the
information gathered in
our Discovery Phase.
3. Present conceptual design for Brand Identity Design.
© Studio Graphique, Inc. designwithdirection.com
PAGE 2
Brand Discovery
These recommendations are the culmination of our
research phase — this included meetings with the City
of Delaware Brand Committee, a Discovery Session
with community stakeholders, surveys and site visits,
as well as a review of the current brand, associated
stakeholder brands and competitive landscape review.
The focus of our exercises included:
> An assessment of your core audiences.
> Articulating an understanding of the unique brand
positioning for each audience.
> Defining the commonalities of these positioning
statements to align the City’s Brand Promise .
PAGE 3
What We Heard
DIG DOWN FINDINGS // BRANDING
PERSONALITY TRAITS
eclectic
WHAT ARE YOU MOST PROUD OF?
diverse interests
like to have
a good time
friendly & sophisticated
service oriented
»» Big, little city
»» Passionate community where customers
and business owners have a personal
investment
»» Diversity
»» Friendliness
»» Shop owners show pride for their
businesses as well as their community, e.g.
sweeping up the sidewalk
»» Both historic and modern
responsible/“we care”
»» Historic neighborhoods
classic
compassionate community
»» Authentic, not contrived:
“We are old and new, not pretentious”
»» City where “mom and dad get
along,” i.e. government, businesses, work
well to support the community.
passionate
pockets of grumpiness
»» Proximity to the Columbus region:
“We’re right here!”
»» Hidden gem, but shouldn’t be hidden
erudite
anxious
entrepreneurial
»» Always running into people you know
»» Delaware is a city that has a college,
but is not a college town
»» Eclectic groups of people with different
professions
»» Ohio Wesleyan University brings in people
from all over the world
»» Well run municipal government
»» Small university town balanced with other
economic drivers
creative
frugal/thrifty
contemporary
comfortable
somewhat conservative
predictable culture
»» Low taxes
presidential
take their town seriously, but
not too seriously
»» The city is a destination, especially
a dining destination
sense of humor
relaxed
many layers
»» Local restaurant’s modern cooking
techniques
»» Library system
»» Not thought of as a suburb, but as a
distinct and unique community
A bit of Americana
»» Thriving first run movie theater outlived
the multiplex
DEL1150 | SEPTEMBER 2013
»» 200+ years of vibrancy where the
university doesn’t overwhelm the city; it’s
a nice fit,
like a woven tapestry
»» Small town, but builds into a larger
community; as Delaware has grown, it has
done a good job of growing with quality—
knit through a variety of leadership
HISTORY
»» Late 19th century architecture
»» Walkable, college town feeling
»» History is apparent and does not need
to be stated: “We have real history”
»» Relaxed feeling, like an old pair of
penny loafers
»» Heritage makes it charming
CITY OF DELAWARE // BRAND DEVELOPMENT
STRATEGY FRAMEWORK
PAGE 4
What We Heard
DIG DOWN FINDINGS // BRANDING
DOWNTOWN
HOUSING
»» Downtown revitalization/
transformation, energy emanates from
the downtown out
»» Staid housing
»» Good pedestrian experience
throughout the university
and downtown
»» The character of the downtown:
friendly and charming with arts
and culture
»» Vacancy rate in downtown is low:
25% vacancy to 5% over the course
of 20 years
»» Happening downtown is more
than just historic, it’s lively
»» Sense of nostalgia, like the 1950s
when downtowns were really the
city centers; the mainstreet tree
lighting is like an older era where
families and young kids walk
around downtown
»» Younger residents are making
downtown their destination
»» Rental housing above the
downtown shops
»» Northwest neighborhood:
historic urban environment
with small pockets of business
»» Proud of past but not stuck in it
»» Block after block of rich, historic
architecture
»» Many church steeples
»» Vitality and activity in downtown is
unlike neighboring cities/downtowns
»» Less residential turnover than
other cities with new development, the
longevity is not limited to the older
parts of town
»» Proximity of residential and business
districts without blighted areas
in between
WHAT MAKES THE CITY OF DELAWARE
UNIQUE? HOW IS IT DIFFERENT THAN
NEIGHBORING CITIES/DOWNTOWNS?
»» Delaware has everything the malls
have, but you don’t have to leave
(movies, theater, restaurants, bars)
»» Mature and growing city, versus
Marion or Dublin
»» Many state highways lead into the city,
not as simple as N/S and E/W
»» Stand-alone city that’s evolving
»» Neighborhoods are unique, they are an
extension of downtown
»» Old suburb unlike other Columbus
suburbs (Worthington comes the
closest to being similar but is a first
ring suburb to Columbus)
»» Symphony concert before the
4th of July fireworks
»» Prominent presence of artists
and college-educated people
»» Downtown is busy on the weekend and
First Friday’s
»» Downtown is physically huge
»» Shop, dine and go to a movie
without moving your car
»» A little bit of urban grit/feeling/patina
»» Symphony
»» Outdoor seating
»» Full service, police, fire, water, etc.
»» Ohio Wesleyan University
»» Core of the community is the
downtown: county seat, heart and soul
of the county and community
»» Delaware County is largely
characterized as townships,
not cities. This city is unique to this
fact.
»» Renewed energy of young people
»» Stately buildings and churches
»» Other cities’ zoning codes do not allow
downtowns to build this way
WHAT ARE SOME PERCEIVED BARRIERS
TO YOUR BRAND?
»» Neighborhoods want to brand
themselves individually
»» People don’t realize they’re
in the City of Delaware — distinct from
the County
»» Surrounded by major tourist
destinations, but visitors don’t
come through the city of Delaware (zoo,
camps, alum creek)
»» People in Delaware think Columbus is
far away and vice versa
»» Central Avenue traffic complaints
»» Differentiate the city from the county
»» Little Columbus: all the services and all
the problems
»» Does not have the affluence the county
has, which can hurt them with things
such as grants
»» You might hear about drug problems
in Delaware, but not Powell: something
that comes with a diverse population,
yet runs counter to the pristine small
town perception
»» Proximity to state parks
»» You can buy a house for $50k
and $500k
STRATEGY FRAMEWORK
PAGE 5
CURRENT DELAWARE IDENTITIES
Way Finding
Analysis and Implementation Plan
LOCAL BRANDS
UPDATED BRANDS
STRATEGY FRAMEWORK
PAGE 6
Audience
ANALYSIS // BRANDING
HOW WOULD YOU DESCRIBE
YOUR POPULATION?
»» Brown Jug racegoers
»» People moved here seeking a community
to raise kids
»» Foodies, fairly new food destination
»» Accidental tourists
»» County seat/civic and university visitors
»» Solidly middle class (professional), but not
during the day
going to be a community like Worthington
»» OWU summer sports camp
or a Dublin
»» Good school districts: Olentagy &
Delaware
»» Evening visitors who do not live
or work here
»» Median family age: 30–40
»» Parents of OWU students:
“Lots of Connecticut license plates”
»» Empty nesters
»» DINKs = Dual Income No Kids,
who want the small city atmosphere
»» Diverse population: Old and new Delaware
(Delaware pronunciation with two vs three
syllables)
»» Full-service airport brings in corporate
flights for area businesses
»» OWU students come from 45 states
»» Advanced manufacturing businesses
COMMUNITY
Well established
Full service
Well maintained in both philosophy
and infrastructure
BUSINESSES
Entrepenurial
Advanced Manufacturing
»» Accessible leadership: “You can go to Bun’s
any day of the week and see leaders from
throughout the community”
»» Older population looking for
retirement communities to be nearer to
grandchildren
»» Residents of Marysville and
Marion, mostly communities
north of Delaware
»» People come here for work,
but live in another community
= FAMILY ORIENTED
(traditional, multi-generational, hometown, americana)
= COOPERATIVE COMMUNITY
(balanced, harmonious, established,
responsible)
= SMALL BUSINESS CORE
(independent, creative, balanced with mid-size national companies)
VISITORS
Seeking the small city atmosphere
Attracted to historic downtowns
ACCIDENTAL TOURISTS DUE TO:
Work here
Attend Univeristy here or
Attend event at University
Attend event at the fairgrounds
YOUR VISITOR BASE?
RESIDENTS
Median family age: 30–40
Solidly middle class (professional)
Seeking a community to raise kids
Seeking the small city atmosphere
University student population
Older population looking
to be nearer to grandchildren
STRATEGY FRAMEWORK
= AUTHENTIC EXPERIENCES
(real history, automatic visitation
opportunities, well programmed
events)
PAGE 7
Positioning
POSITIONING DEFINED:
A forward-looking statement that succinctly defines
how your organization wants to be positioned in the
marketplace. It should be an honest reflection of
who you are today, but with short-term attainable
aspirations.
What the City offers
For residents, the City of Delaware is a family-oriented community that blends a
traditional hometown atmosphere with a modern, independent spirit. Delaware’s
authentic downtown, well-established neighborhoods and cooperative governance
provides a solid foundation for a middle-class living experience that fosters growth
and creativity.
Guiding Principle/Promise
Guiding Principle
The Distinctive Advantage
End Benefit
RESIDENTS/COMMUNITY
STRATEGY FRAMEWORK
PAGE 8
Positioning
aspirations.
For businesses, the City of Delaware offers a well-maintained community,
supported by consistent resident and visitor traffic. It features a
solid manufacturing base and government offices balanced by a private University
and charming downtown business district. This vibrant middle-class City has
established itself as a place where both traditional and entrepreneurial businesses
can flourish.
End Benefit
BUSINESSES
STRATEGY FRAMEWORK
PAGE 9
Positioning
aspirations.
For visitors, the City of Delaware offers a sophisticated, urban atmosphere with
little city charm, featuring independent shops, unique restaurants and variety
of entertainment options. Delaware’s authentic history, friendly and eclectic
community, and modern vitality cultivate a distinct visitor experience.
End Benefit
VISITORS
STRATEGY FRAMEWORK
PAGE 10
Key Messages
KEY MESSAGES DEFINED:
These are the primary messages you wish to
communicate to your audience. Generally, 2-5
statements that all employees/stakeholders
can process, internalize, and communicate in
their own words.
A well-maintained, family-oriented community within a sophisticated, urban atmosphere.
A traditional hometown atmosphere with little city charm that attracts and ensures
positive and consistent, resident and visitor traffic.
Well-established neighborhoods and a cooperative governance that supports a solid
manufacturing base, a private Univeristy and authentic Downtown Business District full of
independent shops, unique restaurants and variety of entertainment options.
Family-Oriented • Cooperative Government • Entrepenurial
• Authentic Experiences
Authentic middle-class living that fosters growth and creativity making it the ideal home
where traditional and entrepenurial businesses can flourish and cultivate positive visitor
experiences.
STRATEGY FRAMEWORK
PAGE 11
Key Words
KEY WORDS DEFINED:
The City of Delaware has PERSONALITY.
MODERN AMERICANA
LAYERED
MIDDLE-CLASS
BALANCED
TAPESTRY
CHARMING
VARIETY
ATMOSPHERE
SOPHISTICATED
INTERWOVEN
AUTHENTIC
The following character attributes can be used
to develop themes and tonality that is acutely
aligned with the mindset and personality of the
target audiences.
STRATEGY FRAMEWORK
PAGE 12
Brand Identity
The following pages will present the conceptual design
recommendations for the City of Delaware’s visual brand
identity. Below are the statements we heard from your
team in how we should measure whether the brand
strategy and identity will align with your goals.
How would you define success?
> Delaware becomes a household name, with a higher
understanding and recognition
> Motivate people to come here purposefully and not be surprised
about the positive aspects
> A positive emotional response
> Cool brand and logo conveys positive and warm feeling
> Utilize the name appropriately since it’s also a state name
> The brand makes people say, “Yeah, they got that right.”
> More awareness of the City of Delaware as a destination
PAGE 13
Option 1
CONCEPT
The City of Delaware’s big, little city atmosphere harkens
back to a different era while exuding modernity. This
concept features the crisp linework interpretation of a
billowing American flag partnered with modernized classic
typography. The mark and color palette represents a mix of
the city’s rich history and contemporary spirit.
KEY PERSONALITY TRAITS
Modern Americana
Charming
Sophisticated
Layered
Real History
STRATEGY FRAMEWORK
PAGE 14
OPTION 1
COLOR
TYPOGRAPHY
Engravers Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmonpqrstuvwxyz
0123456789
Columbia Titling standard
0123456789
AW Conqueror Slab
0123456789
STRATEGY FRAMEWORK
PAGE 15
Option 2
CONCEPT
The City of Delaware’s layers of history, well-maintained
architecture, contemporary businesses, and modern vitality
provide a comfortable place for people to live and visit.
This concept captures this mix of the community’s history
and sophistication while being fun and not taking itself too
seriously. Ornate and script typography blends to create
a mark with modern appeal and approachable charm. The
color palette captures the stages of patina on copper while
providing a variety of warm and cool tones that allow for
diverse branding applications.
Modern Americana
Atmosphere
Authentic
Charming
Patina
STRATEGY FRAMEWORK
PAGE 16
OPTION 2
COLOR
TYPOGRAPHY
FM Bolyar Ornate
0123456789
ALTERNATE
Machiarge
ABCDEFGHIJKLMNOPQRS T U V W X YZ
0123456789
STRATEGY FRAMEWORK
PAGE 17
Option 3
CONCEPT
This concept uses a simple, but strong mark to convey
the characteristics, authenticity, and history of the City
of Delaware. The pattern represents an interwoven,
diverse community that is sophisticated, yet grounded.
At the same time, it can be interpreted as a brick pattern
which is prevalent on the streets and in the architecture.
It also symbolizes a strong foundation (government and
community) and a “real” city that has been built and is
evolving over time.
Interwoven
Layered
Built
Genuine
Authentic
Strong
Grounded
Sophisticated
Modern
Friendly
STRATEGY FRAMEWORK
PAGE 18
OPTION 3
COLOR
TYPOGRAPHY
Interstate Regular Condensed
0123456789
ALTERNATE
STRATEGY FRAMEWORK
PAGE 19
Option 4
CONCEPT
This concept reinterprets the existing “wheelie D” logo by
refining the spokes and typography with modern, urban
flair and creates a strong emblem for the city. The circular
graphic mark provides flexibility by allowing for quick and
easy brand identification when used without the accompanying type treatment.
Authentic
Balanced
Clean
Comfortable
STRATEGY FRAMEWORK
PAGE 20
OPTION 4
CITY OF
Delaware
OHIO
COLOR
TYPOGRAPHY
AW Conqueror carved one
0123456789
ALTERNATES
AW Conqueror Slab
0123456789
CITY OF
Delaware
OHIO
STRATEGY FRAMEWORK
PAGE 21
CONCEPTS RECAP
OPTION 1
OPTION 3
OPTION 2
OPTION 4
CITY OF
Delaware
OHIO
STRATEGY FRAMEWORK
PAGE 22

branding project

Transcription

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