Project Main Details
2012-03-08 18:49:22 GMT 2012-03-12 17:00:00 (GMT -07:00) Mountain Time (US & Canada) Yes (click here to learn more about ) Closed 0 0 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 50 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 0 audition(s) and/or proposal(s) so far.
• Audio files must be delivered via FTP/Dropbox/Google Drive/cloud
1 - Branding is more than a logo and a tag line - it reflects who we are and how we communicate at every touch point within our city limits, and beyond.
2 - Provo's current logo is outdated and inconsistent. Provo’s 24 different logos is like a home that is a rustic log cabin on one end, is colonial in the middle, and modern on the other end. Each section may be well-built, but as a whole, these inconsistencies severely lessen it’s value. The same is true for Provo’s current brand.
3 - When you look at other Utah City brands, they to can be complicated and confusing. It’s time for Provo to stand out, and develop a strong and iconic brand that is versatile for extension to each city asset or department.
4 - Developing a strong brand symbol for a city is more than just designing a logo. Research and discovery is needed in order to reach audience’s on an emotional level.
4 - We began be administering surveys to 9 key city audiences, ranging from department heads to city employees, to residents within and beyond Provo city limits. The goal was to define the attributes, benefits, emotions, and values that best described our target audience and their relationship with Provo City.
Let me take you through this emotional map so you can see how these elements fit together.
4x - Let’s begin with attributes. We determined Provo was defined by such attributes as friendly, quiet natured, neighborly, moral values, and community. These attributes are linked to benefits, such as Provo's family friendly environment, outdoor activities, educational opportunities, cultural experiences, and business innovation.
4x - Our research enabled us to go further and define those core emotions that drive the relationship between Provo City and it's residents. The top emotions were, a love of family and friends, comfort in Provo City's environment, and accomplishment in the areas of education and business. The key values associated then with the city are summed up as family, beauty, and progress.
4 - Research also showed us that that residents are our most important audience, that they prefer the city to simply be called Provo, and that many of the city's assets, such as Peaks Ice Arena and the Covey Center for the Arts, are not recognized as belonging to Provo.
5 - Breaking down the emotional map into simple mood words, Provo is defined as home, friendly, values, mountains, recreation, technology, education, safety, and the arts.
6 - In summary, the Provo logo should be:
- simple and seen easily from a distance so that the key assets, programs, and departments can be easily recognizable.
- have a progressive and modern look while remaining friendly.
- be approachable and inviting.
- portray the values of family, nature's beauty, and progress
- and incorporate the landmark mountain landscape, but in a way that allows the logo to carry a broader meaning as well.
7, 8, 9, 10 - Considering these guidelines, more than 50 different logo concepts were explored. Many colors, marks, fonts, and cases were combined to develop designs that would meet the requirements set forth by our research results. In the end, 4 general concept directions were defined.
The following are only concepts, not final products.
11 - This first concept has a strong font with an initial cap. This logo displays a simple green mountain and a bold, blue underline representing Utah Lake and Provo River. This concept was created to display Provo's surrounding beauty. The tag line, "Welcome Home," will bring out the family values we discovered in the research.
12 - In the next concept, the symbol can be seen as a rooftop, a mountain, or an arrow pointing upward allowing this concept to represent family, nature's beauty, and progress all at once. Here you see a lower case version, which is friendly and simple while taking advantage of the round letters in Provo. A capital version, which brings an element of strength, and an initial cap version with a slab serif were also explored.
13 - In this concept, a mark is displayed above the city name. You may see a mountain or a rooftop, as well as, a star that represents values and freedom.
14 - The last concept is the most discoverable and modern of our spectrum. It allows you to discover
representations of a mountain, a family, trees, technology, an arrow, and more. Upper and lower case fonts are explored to display either a formal or a friendly side of Provo.
15 - City departments need to be able to use these marks in both formal and friendly environments. For example, a simple mark is displayed as a watermark to make this business card feel more formal. The mark may be extended into a seal or be printed on the back of the card.
16 - The mark must also be versatile and fulfill many needs. In this example, the key Police identifier is strong and bold, while the city mark is used only as an endorser.
17, 18 - Other examples of department extensions of the brand mark is shown here. These extensions display a consistent brand while allowing for flexibility within each of the city departments.
18 - This concludes our presentation. We hope this overview has given you a new perspective on how a city logo is developed.
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