REBRANDING THE CITY OF SAVANNAH
logos, stationery, signage & complete guidelines
Unifying 50 disparate departments. As with any identity problem, the challenge was one of perception: Many city employees did not feel good about their outdated 1950’s style, institutional business cards. In addition, because each of the city’s 50 departments had a unique logo, citizens were not always able to identify which services the city was actually delivering. We had heard, for instance, that the Water and Sewer Bureau logo, commonly seen on City trucks, was frequently confused with a private gas company. Tax payers weren’t even aware of the services they were getting.
Thoughtful process and collaboration. To begin the rebranding process, we studied and presented examples of “Place Branding” from other cities, both large and small. We contacted brand managers (or those in a similar role) in cities that had recently undergone successful redesign, and learned from their experiences in implementation.
To create the new logo, we worked with a City committee to complete a list of identity requirements, design specifications and branding goals.
After the design was approved, we refined the logo for use in all applications, and created a thorough set of guidelines and useful templates.
Empowerment and cost savings. The style guidelines and the resource CDs containing stationery files, useful Microsoft templates, and logo variations in an array of file formats allow administrative staff to complete graphics tasks competently and consistently without relying on outside professionals. By giving city staff the power to make well informed design decisions and the tools to carry them out, we spread and cemented the logo throughout the entire organization, in a way that employees felt good about and which continues to make the city look good and save money.
1) TELFAIR MUSEUMS
2) CITY RE-BRANDING
3) ENTERTAINMENT DIRECTORY
4) CONGRESSIONAL CAMPAIGN
5) CUSTOM INVITATIONS
6) BOOK DESIGN
7) CONTENT-DRIVEN SEARCH ENGINE OPTIMIZATION