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“We spent a lot of time with community stakeholders and staff to arrive at a brand that represents who we are as a community and where we’re going,” he added.
The new brand is a result of several discovery and focus group meetings that included city staff and community leaders, city officials said with the hope of communicating several messages such as unity, civic engagement, hopefulness as well as an evolving city.
The tag line “Forward together,” is suppose to represent ongoing revitalization efforts taking place in the city, including those happening in the downtown area, as well as pledge for further growth. City officials said in a news release that the city’s new logo “incorporates the ideas of unity, resilience with a bold modern wordmark that signifies the forward momentum that is currently underway.”
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Though the city plans on rolling out its new brand and logo throughout the year, the current city seal will remain on all official governing documents. The city also worked with Springfield branding firm Hucklebuck Design Studio for the comprehensive branding project.
“A brand is an identity, a reflection of an organization’s mission and values,” said Valerie Lough, the community information coordinator for the City of Springfield.
“We are proud to have included community members and staff in this process. Our new brand is a result of those discussions, and thus, a genuine brand,” she added.
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