brand platform & approved conceptual design city of

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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

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WCR

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Hwy. 119

KEY

ReservoirTrailHandicapped ParkingDrop o� area Sandstone

Ranch House

Parking

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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


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


Brand Platform

©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.


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


Distinct Advantages


Distinct Advantages

Embracing Diversity

Boldly Independent

Shared Values, Shared Vision

Awe-Inspiring

NOTE: Icons on this page downloaded from the noun project, various artists.


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


Positioning

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.


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


Conceptual Design


InclusiveHistoric &Modern

Feisty

Strong

Outdoorsy

Mood Board


Approved Conceptual Design


Approved Conceptual Design | Color Inspiration


Approved Conceptual Design | Black & White


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Color palette

Filson Soft Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Approved Conceptual Design | Color & Type


Approved Conceptual Design | Applications


Next Steps

• Brand Guidelines Development and Key Messages

• Implementation Recommendations


Thank You

brand platform & approved conceptual design city of

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