TO: Mayor and Members of City Council
THRU: Douglas J. Hewett, City Manager
FROM: Kevin Arata, Corporate Communications Director
DATE: January 11, 2021
RE:
Title
Regional Branding Launch
end
COUNCIL DISTRICT(S):
Council District(s)
All
b
Relationship To Strategic Plan:
The regional rebranding effort has an effect upon all of our strategic goals: Goal I (Safe and Secure Community), Goal II (Diverse and Viable Economy), Goal III (High Quality Built Environment), Goal IV (Desirable Place to Live, Work and Recreate), Goal V (Sustainable Organizational Capacity) and Goal VI (Citizen Engagement & Partnerships). The narrative that is derived from our new regional brand can positively affect each goal in some manner to help improve our image to those within and those outside of our community.
Executive Summary:
The City partnered with the County, Fayetteville-Cumberland Economic Development Corporation, The Arts Council, Cool Spring Downtown District, Fayetteville-Cumberland Convention & Visitors Bureau, Tourism & Development Authority, Greater Fayetteville Chamber and Vision 2026 to rebrand our region. The process, led by FCEDC, began almost 2 years ago when we partnered with North Star Ideas for the rebranding effort. The new regional brand was launched on Dec. 1, 2020 by all partner organizations, which are now in the process of launching their specific brands within and outside of the community.
Background:
From the city perspective, our visual brand has been the City script logo for at least as far back as 1999. The logo is old and outdated. Additionally, the visual brands across the partner organizations as listed above are not consistent with the visual aspects of our scripted logo. This regional rebranding is an effort to bring those disparate visual brands into a similar and complimentary design, which helps promote us uniformly across and outside of our region. The use of a common narrative across the region has also been varied: His...
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