Sometimes, a brand doesn’t need a complete overhaul; rather, a small adjustment that can make a huge impact. The City of Westminster’s logo has a history. It’s memorable, holds community recognition, and is rooted in their identity. But it’s outdated and doesn’t necessarily reflect the progress the city is making.
What do we do? We tweak.
We took their existing logo and refined the typography, adjusted proportions, and enhanced digital usability, all while preserving the core identity of the City of Westminster.
We took a critical look at their color palette, ADA compliance, and communications package and made adjustments and tweaks that bring new energy and cohesion to the brand without requiring costly physical rollouts.
While redefining how the city presents itself to residents, businesses, and visitors, we needed to think about how this identity could work cohesively across the city.
A city is more than the sum of its parts, but we had to at least consider how each of those parts worked with the overall brand. Building on the foundation we redefined, we extended the system into several distinct sub-brands, each with its own identity and purpose. You’ll see here that we maintained visual alignment throughout, but each part of the city gets to have its own little flair:
It’s one thing to redesign and rethink a brand identity; it’s another to apply the new pieces.
Following the successful launch of the new brand and sub-brands, AOR continued our partnership by supporting the city with a range of integrated marketing efforts.
We brought the new identities to life through custom photography and videography. The striking visuals paired with the new designs and typography support the message of progress, community connection, and the honest, people-forward work The City of Westminster is doing.
To best capture audiences and showcase the work the city is doing for them, we helped The City of Westminster apply the new visuals and photography to a series of digital and social campaigns designed to engage diverse audiences and promote civic pride.
