brand platform & approved conceptual design city of
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©Guide Studio, Inc. guidestudio.com
Brand Platform & Approved Conceptual Design
City of Longmont, COCIT Y COUNCIL PRESENTATION | LON1581 | JULY 23, 2019
2/20
LONGMONT CITY COUNCIL
Residents of Longmont
CITY�OF�LONGMONT
• Fire• Police• Emergency Preparedness• Informa� on Services• Support Services
• Environmental Services • Natural Resources • Engineering Services • Opera� ons • Business Services and
Strategic Planning• Water Resources
• Children, Youth and Families • Senior Services • Library • Museum • Recrea� on • Community and Neighborhood Resources • Aff ordable Housing/CDBG
• Public Informa� on • Video
produc� on • Legisla� on • Special
Projects
• Accoun� ng• Budge� ng• Risk
Management• U� lity Billing
CITY ATTORNEY CITY MANAGER MUNICIPAL COURT
HUMAN RESOURCES
ASSISTANT PUBLIC PUBLIC WORKS & LONGMONT ASSISTANT CITY MANAGER SAFETY NATURAL RESOURCES POWER & CITY MANAGER EXTERNAL SERVICES COMMUNICATIONS SHARED SERVICES
• Administra� on• Opera� ons• Engineering• Energy Services
• Planning and Development Services
• Building Inspec� on
Planning & Redevelopment Community Airport City Manager’s City Clerk Finance ETS Purchasing & Fleet Development Services Services Offi ce Contracts Services
VANCE BRAND MUNICIPAL AIRPORT
MARKETING PLAN
229 AIRPORT ROAD
LONGMONT, COLORADO 80503
Sandstone Ranch House Amenities:
Meeting Rooms,
Break-off Areas,
Outside Event
Areas, Kitchen,
Wildlife Viewing
& More!
Directions to theSandstone Ranch House
at Sandstone RanchSandstone Ranch House is located just east of Longmont on Highway 119. The turn-off for
the District Park and Visitors Center is one mile east of the intersection of Highway 119 and
East (Weld) County Line Road. Drive south on Sandstone Drive (next to the football and soccer
fields) and follow the directional signs to the Visitors Center/Trailhead parking lot.
Follow the walking trail down to the Ranch House.
Handicapped parking is available in front of the Ranch House.
* Drop off area available.
Email: [email protected]
Sandstone Ranch House Facility Parking
There are 10 parking spaces adjacent to the house with 4 dedicated as handicapped
parking. These spaces are also used for public use of the park area and are not guaranteed for renters. Additional parking is available in the upper parking lot, 400 yards from the House.
Carpooling or providing a shuttle service is recommended for large gatherings.
Sandstone Ranch District Park
3001 Sandstone DriveLongmont, CO 80504
SandstoneRanch House
Rental GuideLongmontColorado.gov/Sandstone
303-774-4694
x x x
N
WCR
1
Hwy. 119
KEY
ReservoirTrailHandicapped ParkingDrop o� area Sandstone
Ranch House
Parking
Ball
Fiel
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ex
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elds
Sand
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rive
*
Photo by Julie Perry Nelson
RESILIENTST. VRAIN!
A City of Longmont Project
(Sustainability)
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 3/20
Brand ObjectivesBUILD A BRAND THAT
• Is unique and authentic to Longmont
• Supports consistency and cohesiveness in messaging & visuals
• Respects where you’ve been, while supporting where you’re going
• Visually aligns with the sophistication of the city (a “grown-up” logo and brand identity)
• Supports growth without compromising what we love about Longmont
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 4/20
The Process• Review current brand, marketing materials
and communications
• Bus Tour of Longmont including lunch at Cheese Importers
• 3 Focus Groups, including kids from the Youth Center
• 2 Discovery Sessions: Steering Committee, Stakeholders
• City Council Meeting
• Combine and organize data and insights into a Brand Strategy Platform
• Surveys
©Guide Studio, Inc. guidestudio.com 6/20CITY OF LONGMONT | JULY 2019
Your brand is your foundation.
It speaks to the PLACE and the PEOPLE who call it HOME.
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 7/20
What is a Brand?Brand is the symbolic embodiment of all the information connected to your community, and serves to create associations and expectations around it.
“If you don’t care where you’re going, it doesn’t make a difference which path you take.”
—CHESHIRE CAT
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 9/20
Distinct Advantages
Embracing Diversity
Boldly Independent
Shared Values, Shared Vision
Awe-Inspiring
NOTE: Icons on this page downloaded from the noun project, various artists.
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 10/20
Personality Defined
INNOVATIVE
Strategic
Forward Thinking
REAL
Authentic
Principled
ACCEPTING
Welcoming
Respectful
FEISTY
Irreverent
Stubborn
ProudINCLUSIVE
Multicultural
Family Oriented RESILIENT
Strong
Courageous
PIONEERING
Scrappy
HardworkingOUTDOORSY
Active
Attractive
DOWN- TO-EARTH
Grounded
Caring
12/20©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019
What is a Positioning Statement?A simple and concise internal statement that articulates who you are, what you offer, who it’s for and the end benefit, while also identifying what makes you unique within the marketplace.
What is it for?To set a direction for marketing and communications.
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 13/20
Longmont is a vibrant city with a hometown feel, a feisty
personality, and magnificent views of the Rocky Mountains.
Longmont’s diverse community embraces shared values—
including independence, sustainability, and a focus on an
active and fulfilling lifestyle—that drive our visionary and
innovative approach. Together, we meet challenges with
creativity and unconventional solutions that make the
impossible possible and spur the continuous elevation of the
place and the people who live, work, and visit here.
Positioning Statement
END BENEFIT
GUIDING PRINCIPLE
PRODUCT
AUDIENCE
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 15/20
InclusiveHistoric &Modern
Feisty
Strong
Outdoorsy
Mood Board
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 17/20
Approved Conceptual Design | Color Inspiration
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 18/20
Approved Conceptual Design | Black & White
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 19/20
Filson Soft MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Color palette
Filson Soft Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Approved Conceptual Design | Color & Type
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 20/20
Approved Conceptual Design | Applications
©Guide Studio, Inc. guidestudio.com CITY OF LONGMONT | JULY 2019 21/20
Next Steps
• Brand Guidelines Development and Key Messages
• Implementation Recommendations