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Client: Columbus, Indiana

Columbus Unveils New Branding

The new community brand for Columbus, Indiana was announced today at the Commons in downtown Columbus.

“By creating a single brand identity for Columbus, we will be able to promote our community more effectively, with a single, well-researched message that is true to both our community’s assets and aspirations,” Mayor Fred Armstrong said during the announcement.

The new brand is the result of an 18-month community dialogue, fueled by extensive research and guided by North Star Destination Strategies of Nashville, Tenn., which specializes in community branding initiatives. More than 5000 people were surveyed, including more than 2000 local residents.

“Our process enables the community to speak with one voice to convey a strategic message,” said Don McEachern, CEO of North Star Destination Strategies. He added, “The community has done a magnificent job of pulling together through this initiative. A unified Columbus brand will build equity and provide additional leverage to all efforts promoting Columbus.” Rick Johnson, president of Johnson Ventures, Inc., chaired the committee that was comprised of six local organizations. Johnson said, “The brand captures the difference the people of Columbus make when they come together to accomplish amazing things like the kidscommons children’s museum, Freedom Field, Volunteers in Medicine, or our current projects of downtown redevelopment and Mill Race Center. Once you’ve seen Columbus and experienced its people, you come away with a respect for this community’s commitment to excellence. It is unusual and unexpected for a community of our size and truly unforgettable.”

A community-wide rollout of the new brand is underway. The City of Columbus, Columbus Area Visitors Center, Economic Development Board and Columbus Area Chamber of Commerce are already making changes to their promotional materials to be able to promote the city with a unified message and visual identity. This week, new signage, downtown banners and city-operated vans will feature the new identity. The Columbus Area Visitors Center’s website will also reflect the new visuals.

The following organizations provided extensive input and financial support:

-- City of Columbus
-- Columbus Area Chamber of Commerce
-- Columbus Area Visitors Center
-- Columbus Regional Hospital
-- Economic Development Board
-- Heritage Fund of Bartholomew County

The Brand Positioning Platform:

TARGET AUDIENCE: for anyone who seeks a small and innovative Midwestern community

FRAME OF REFERENCE: Columbus is an All American City that is internationally recognized and architecturally significant within the Indianapolis – Louisville – Cincinnati triangle

POINT OF DIFFERENCE: where there is an environment of excellence

BENEFITS: which creates an uncommon atmosphere that inspires you to shape your world

About the Design:

The green and blue “C” featured in the design builds on a logo created for the Visitors Center (now Columbus Area Visitors Center) by graphic design icon Paul Rand in 1974. The Rand design, featuring blue, green, red and yellow, appears on some of the community’s signs, architectural books and maps. While blue and green are the dominant colors, according to the new design guidelines, Rand’s red and yellow also will be used as complimentary colors. For example, the design of the city’s public transit buses will feature all four colors.