City of Norfolk's Brand New Brand

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Transcript of City of Norfolk's Brand New Brand

  • The City of Norfolks Brand New Brand

    September 21, 2015

    As presented by the Southeastern Institute of Research, Inc.

  • Presentation Overview

    1. Unveil the City of Norfolks new brand identity the major components.

    2. Share details on the brand identity rollout

    process.

    3. Answer any related questions.

    2

  • 3NorfolksOverall

    Branding

    Strategy

  • 6The City of

    Norfolk

    (Government)

    Branding

    Strategy

  • Norfolks Overall Brand and Key Messaging

    City of Norfolk

    Governments Overall Brand and Key Messaging

  • How the city of

    Norfolk (Govt.) communicates

    information about

    public assets,

    services, programs,

    and initiatives.

    How Norfolks organizations

    advance a more

    seamless brand for

    the entire city of

    Norfolk Branding This Place.

    + =

    A More Seamless Message

  • Key Considerations On

    Branding The City of

    Norfolks (Government)Public Assets, Services,

    Programs, and Initiatives

  • Key Design Considerations

    1. Reinforce waterfront location.

    2. Reinforce our pro-environmental (sustainability) focus.

    3. Reinforce our citys fun, community-oriented, approachable personality.

    4. Convey a contemporary, hip and progressive image.

    5. Work for the city as a whole, as well as all departments, programs and initiatives.

    6. Work across all applications (stationery, business cards, forms, auto fleet, etc.).

    7. Leverage the equity in our citys mascot.

    10

  • Key Design Considerations

    1. Reinforce waterfront location.

    2. Reinforce our pro-environmental (sustainability) focus.

    3. Reinforce our citys fun, community-oriented, approachable personality.

    4. Convey a contemporary, hip and progressive image.

    5. Work for the city as a whole, as well as all departments, programs and initiatives.

    6. Work across all applications (stationery, business cards, forms, auto fleet, etc.).

    7. Leverage the equity in our citys mascot.

    11

  • Colors Matter

    Blue: bold, nautical, clear

    Red: hot, passion, danger

    Green: fresh, calm, natural

    Brown: warm, earthy, steadfast

    Purple: royal, rich, quirky

    Orange: vibrant, playful, alarming

    12

  • Colors Matter

    Blue: bold, nautical, clear

    Red: hot, passion, danger

    Green: fresh, calm, natural

    Brown: warm, earthy, steadfast

    Purple: royal, rich, quirky

    Orange: vibrant, playful, alarming

    13

  • Type Faces Matter

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    NorfolkNorfolk

    Norfolk

    14

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    NorfolkNorfolk

    Norfolk

    Norfolk

    NorfolkNorfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

    Norfolk

  • Personality

    Old

    Norfolk

    15

  • Personality

    Old

    Norfolk

    New

    16

    NORFOLK

  • Key Design Considerations

    1. Reinforce waterfront location.

    2. Reinforce our pro-environmental (sustainability) focus.

    3. Reinforce our citys fun, community-oriented, approachable personality.

    4. Convey a contemporary, hip and progressive image.

    5. Work for the city as a whole, as well as all departments, programs and initiatives.

    6. Work across all applications (stationery, business cards, forms, auto fleet, etc.).

    7. Leverage the equity in our citys mascot.

    17

  • We have found: Use of the word Norfolk in iconography is not consistent(some logos do not feature the word Norfolk in them) Color scheme is not standardized. All different colors. Fonts are not standardized.

    City Departments & Initiatives

  • Show image of all of the b-cards together

  • Key Design Considerations

    1. Reinforce waterfront location.

    2. Reinforce our pro-environmental (sustainability) focus.

    3. Reinforce our citys fun, community-oriented, approachable personality.

    4. Convey a contemporary, hip and progressive image.

    5. Work for the city as a whole, as well as all departments, programs and initiatives.

    6. Work across all applications (stationery, business cards, forms, auto fleet, etc.).

    7. Leverage the equity in our citys mascot.

    20

  • 21

    Our Mermaid

  • 27

  • 28

  • 29

  • 30

  • 31

    Introducing

    Our Brand

    New Brand

    Identity

  • Our New Brand

    Logo-Mark

  • 33

  • 34

  • 35

    TH

    E C

    ITY OF NORFOLK, V

    IRG

    INIA

  • 36

    TH

    E C

    ITY OF NORFOLK, V

    IRG

    INIA

    3 Designs For Different Uses and Formats

  • Department

    Treatments

  • 38

  • 39

  • Special

    Initiatives

  • 41

  • Business Cards

  • 43

  • 44

    Helping everyone create

    the most dynamic urban

    waterfront community

    in America.

  • Letterhead

  • 46

  • 47

  • Internal

    Web Site

  • 49

  • PowerPoint

    Template

  • DEPARTMENT OF LOGO

    The New Brand Is As Easy As 1-2-3.

    5% Say I liked the old logo

    55%Say

    I like new logo

    10% Undecided

    25% Say This is very cool - Love it!

    5% Are Speechless

    No Comment

    2

  • T-shirts, Hats,

    Mugs, etc.

  • 53

    NORFOLKt h e c i t y o f

  • 54

    NORFOLKt h e c i t y o f

  • 55

    NORFOLKt h e c i t y o f

  • 56

    Next Steps

    & Timing

  • 57

    September 21

    New Branding Components Shared with City Council

    Date TBD

    New Branding Components Shared with Dept. Heads

    Through October

    One-On-One Meetings with Departments

    Review Detailed Graphic Design Standards Brochure

    October 1

    Stationery and Business Card Template Designs

    Set Up With the Citys Approved Printers

  • Your Role In The Brand Rollout

    58

    1. Immediately start using the Citys new brand logo and PowerPoint template as needed. We will send you a

    file ASAP.

    2.In early October, we will send you the new stationery

    and business card templates.

    We recommend that the Citys senior leaders start using the new brand look in October. All other city

    teammates (5,000+) should first deplete their current

    stationery and business card inventory before ordering

    stationery and business cards with the new look.

    3. One more thing . . .

  • Help Us Build Excitement For

    Our Brand New Look. This Is BIG!

  • Overall Transition Timing

    12 MonthsThe complete transition to this new branding look will take 12

    months. The new look will last for a decade. We need to be

    thoughtful and prudent in how we manage the transition to ensure

    we deplete the current stockpile of stationery and other forms in

    order to get the most of taxpayers dollars.

    60

  • 61

    Questions

  • 1.What About Norfolks

    Official City Seal?

    Will the New Mermaid

    Design Be Added To The

    Official Seal?

    62

  • 63

    No! The City seal is the Citys official mark. This mark should be used when an official mark is

    needed, such as a bond rating report or legal

    document. The mermaid brand design is a

    marketing device.

  • 2.Does The New

    Mermaid Design

    Replace All

    Department Seals?

    64

  • 65

    No. Police and Fire will continue to use the Citys official seal. However, they may elect to use the new mermaid

    design in some applications. We will work closely with

    these two department to work out the details.

  • 3.Will The Old

    Mermaid Icon Be

    Updated?

    66

  • City Government Web Site

  • 68

    Over time, she will be replaced on city

    forms, webpages, publications, vehicles,

    etc. This process with take at least a year.

  • 4.What About The

    Mermaid Statues Around

    Town? Will They Be

    Replaced?

    69

  • No. She will remain in place.

    70

    She successfully started Norfolks mermaid branding movement!

  • 5. What About

    Norfolks Tagline Life. Celebrated Daily?

    71

  • Going forward, we will not use a tagline.

    The Life. Celebrated Daily, tagline will slowly disappear from city forms, webpages,

    publications, vehicles, etc.

  • There are 1,000s of

    tag lines for cities . . .

    But only a few have

    worked like I NY.

  • 74

    Given The Power of Todays Social Media, Taglines Are Falling Out of Fashion

  • 6.Will We Let Other

    Organizations and

    Residents Use the City

    of Norfolks New Mermaid Logo?

    75

  • No. This new city logo is the city governments new marketing seal. Thats why we have put a service mark (SM) on the design

    execution, denoting the citys exclusive ownership of this mark.

  • We may create materials that could be sold

    with our city governments marketing logo on them (mugs, t-shirts, etc.), but we want to

    reserve our expression of the mermaid as the

    sign or s