Brand Identity Development

City of DavenportCOUNCIL PRESENTATION | DAV1596 | 15 OCTOBER 2019

©Guide Studio, Inc. guidestudio.com

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

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

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

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

OCT 2019 | PAGE 6©Guide Studio, Inc. guidestudio.com

Page Title

CITY OF DAVENPORT // BRAND IDENTITY

Brand Look

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

OCT 2019 | PAGE 8©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY

Black and White

OCT 2019 | PAGE 9©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY

Color & Type

Gotham MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

CITY OF DAVENPORT // BRAND IDENTITY ©Guide Studio, Inc. guidestudio.com

Logo Family

OCT 2019 | PAGE 10

OCT 2019 | PAGE 11©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY

Application Examples

OCT 2019 | PAGE 12©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY

Application Examples

OCT 2019 | PAGE 13©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY

Applications

OCT 2019 | PAGE 14©Guide Studio, Inc. guidestudio.com CITY OF DAVENPORT // BRAND IDENTITY

Application Examples