AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
City of Visalia
LOGO EXPLORATIONS AND BRAND MESSAGING
Presented by
We The Creative
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
For Review
CITY LOGO EXPLORATIONS
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
1. Simple, Artistic, Colorful, Modern
2. Presented Black & White Explorations
3. Terminology: Logomark/Wordmark/Lock-up
Visalia Visalia
LOGOMARK WORDMARK LOCK-UP
City Logo Parameters
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Discovery Recap
1. 800+ interactions; initial conversations, surveys, and interviews
2. Statements:
Small town/hometown feel with big city feel/amenities
Vibrant/good downtown
Family Friendly/Orientated
3. Repeating words: Simple, Casual, Traditional, Friendly, Agriculture, Diverse
4. Logo style: Simple, Artistic, Colorful, Modern
5. Top visuals: Agriculture, Oak Trees, View of Mountains, Downtown 05 AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
City Logo Recap
100+ > 29 > 3 > 1
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Strong Oak
Visalia protects their oaks.They protect
their own. An oak is strong and has roots.
There’s ties to agriculture. Also a
suggestive V in the midlle of the tree.
We’re Hot
Visalia is know for being hot. The“V”
letters make up the sun rays. The sun is
symbolic of being vibrant, having a lot of
energy, and is positive.
Breaking
through the V
A scene vignetted in a V shape. The
mountains breaking through anchored by
the agricultural fields below. The
typography locked up unconventionally.
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Breaking through the V
A scene vignetted in a V shape. The mountains breaking through anchored by Visalia elements. We’ve narrowed 14 variations to 5.
V3V1 V2 V4 V5
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Variation 1
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Variation 2
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Variation 3
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Variation 4
Recommended by COV committee and WTC
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Variation 5
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
V3V1 V2 V4 V5
For Review
BRAND MESSAGING
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
For Review
BRAND MESSAGING
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
> MISSION STATEMENT
> VISION STATEMENT
> BRAND PROMISE
> VALUES
> TAGLINE
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Current Mission Statement
The Mission Statement, adopted in January 1981, and revised in March 1988, states that the City of Visalia strives to assure that citizens are provided with: - a clean, safe, well-managed, financially sound, aesthetically pleasing, and environmentally pleasant city in which to live; - a forum for meaningful participation in political decisions affecting their well-being; - occupation, recreational and cultural opportunities for self-fulfillment; - a favorable climate for business
development.
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Branding Committee and DHG Recommendation:
Mission Statement
Our mission is to enhance the lives of Visalians by providing services and solutions that create a vibrant and connected community.
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Currently, the City does not have Aspirational/Vision.
The City has the following posted on the City website, noting a Code of Ethics:
The City of Visalia's Code of Ethics, developed in October 1992, recognizes that public trust and confidence are the basis of an effective democratic government. As individuals who are entrusted with the business of the City, we are dedicated to carrying out our responsibilities with openness, honesty, integrity, fairness, and courage.
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
We are committed to:
Valuing honesty, integrity, and truthfulness by: Dealing with tough decisions regardless of political consequences; following the spirit, intent and letter of the law; and promoting the public trust; Setting the example by avoiding entering into situations that may create undue conflict, identify any conflicts of interest which could result in personal or professional gain, and refrain from participation in actions that affect those areas;
Working for the good of the entire community by being sensitive to the values of the public we serve, respecting the person and property of others, realizing there will be times when the public good will override individual interests, considering the values of the entire community in each decision, and ensuring community values are respected by making decisions that are equitable, just and compassionate, and;
Being open, accessible, responsive, and efficient in working and communicating with the public, ensuring good public policy exists by making decisions through participation, compromise, and consensus, and providing community members with the opportunity to freely participate in the local government process.
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AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Branding Committee and DHG Recommendation:
Vision Statement
To create a vibrant, inclusive, and connected community where people thrive and enjoy a strong sense of place
and opportunity.
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Branding Committee and DHG Recommendation:
Brand Promise
In all we do, we do it with heart. The City of Visalia and our employees are dedicated to providing quality services and creative solutions to make the community a place we are proud to call home. We strive to deliver services in an approachable and friendly way - the Visalia way
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Values
Community
Opportunity
Vibrancy
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Values (COV – acronym)
Community
Opportunity
Vibrancy
We care deeply for our community and strive to provide
transparency and equitable services in an approachable
and friendly way.
We are dedicated to enhancing Visalia by providing
opportunities for economic and social development.
We embrace unique perspectives and backgrounds to
create a vibrant and welcoming city.
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
Tagline
1. Visalia: A Better Way of Living (WTC, DHG & Committee recommendation)
2. Experience Visalia. Enhance Y our Life. (HR/Recruitment Specific)
3. Visalia: Creating a Better Way of Living
AUG/07/2023
LOGO EXPLORATIONS AND BRAND MESSAGING
WE THE CREATIVE
THANK YOU