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Client: Fort Collins, CO
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Fort Collins Brand Unveiled
By: Staff
FORT COLLINS - Board and staff members of the Fort Collins Downtown Development Authority this morning were among the first to view the new brand..
"Fort Collins: Where renewal is a way of life" is the tagline that North Star Destination Strategies of Nashville drafted to brand the city.
Chief city spokeswoman Kelly DiMartino, in a brief presentation at the DDA's monthly meeting, outlined how North Star examined the city's broad traits to focus on a core identity, an "authentic Colorado college town in the foothills of the Rockies," and how its paradoxical qualities could be best exploited.
"They found that Fort Collins was 'green' but also business-friendly," DiMartino said. "They said we were high-energy, but laid back."
North Star last year did a similar branding job for Greeley, that led to the tagline "Greeley: Great from the ground up."
North Star also created a logo, mock-ups of print advertisements and a Web site design all wrapped around the new Fort Collins brand. The logo features the tagline over curling lines suggestive of a river or a foothill skyline.
Among the advertising headlines: "On a quiet day, you can almost hear your priorities changing." Above a photo of a painter with an easel in Old Town Square: "Art imitates life, which makes for a pretty good showing around here."
DDA board members responded favorably to the brand unveiling. "Does this mean we can bury 'Choice City'?" asked City Councilor Kelly Ohlson, the council's delegate to the DDA board.
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