Community Brand Logo Families

The holidays are all about spending time with family. This year when you're gathered around the table or the tree, take a peek at your peeps and ask yourself these questions:

• Is there a parent that the rest of the family can relate to?
• Do members work together? Or are they divisive?
• Do they represent the family well? Or are there some you're embarrassed to be seen in public with?
• Are they memorable?
• Are they recognizable as family, even to strangers?
• Do their own personalities shine through even as they represent the greater family unit?
• Are they flexible enough to mix and mingle with all different types?

Okay, most human families can't hold up to all that
scrutiny . . . BUT a family of logos, well that's a totally different story!

The most successful community brands work because they are integrated throughout the fabric of the community. And many of North Star's clients have developed comprehensive families of logos . . . all in the spirit of the overarching brand . . . for use by organizations, foundations, businesses and even individuals.

Now these are some families that have their act together!

Mesquite, Texas (click for case study) and McKinney, Texas (click for case study)
Sometimes changes are subtle. Check out how the strapline evolves to support different organizations.

Columbus, Georgia (click for case study)
Sometimes versions involve developing customized illustrations to support different assets and entities.

Columbus, Indiana (click for case study)
Sometimes color, typeface or one unique graphic element are the glue that visually bring together a wide variety of logos in a community.

MyersCroxton Group expanded North Star's mark for other Columbus organizations

Santa Rosa, California (click for case study)
Sometimes a distinct element of a more complex logo can be used alone to offer a consistent . . . but wholly unique look. Derivations of the strapline also make the graphic identity more flexible.

Overland Park, Kansas (click for case study)
Sometimes a simple color change can provide a powerful contrast for different organizations.

Go HERE for additional examples of community brand logo families

Finally, here are some logo series that don't involve communities or North Star clients . . . but we think they are pretty darn clever nevertheless (including College Hill Neighborhood Association, Woolworth Limited, Weathervane Farm, and Softway). http://www.logolounge.com/designers/

How hard is your community logo working to differentiate you? Do you have a family of logos? If so, take another look at that family and again, ask yourself:

• Is there a parent that the rest of the family must relate to?
• Do they work together? Or are they divisive?
• Do they represent the family well? Or are there some you're embarrassed to be seen in public with?
• Are they memorable?
• Are they recognizable as family, even to strangers?
• Do their own personalities shine through even as they represent the greater family unit?
• Are they flexible enough to mix and mingle with all different types?

Show Me the Money: Using Research to Measure the Economic Impact of Festivals and Events

For all you festival and event organizers out there who have other departments eyeing your 2012 or 2013 event budget, we feel your pain. While the decision to save money and not put on a community event might make some leaders more comfortable, the truth is that festivals and events are increasingly being regarded as both important place-making cultural assets as well as critical generators of economic activity. When it comes time to argue for your event’s budget or even continued existence, it’s important to have a toolbox-type list ready of both the intangible and tangible benefits that your event brings to your community.

“How can I prove that my event is well worth the investment?”

I get asked this a lot, particularly by leaders in smaller communities who are responsible for putting on a local event. During budget conversations, especially in lean years, these event organizers are often faced with the challenge of convincing others that a festival or event is an INVESTMENT (and one with an immediate economic return) —not a liability. One participant at a recent roundtable discussion said “I know this event brings value—money and non-monetary benefits—because I hear so many positive comments and the local businesses are thrilled. Still, it’s like I’m fighting for the right to put it on every year.”

The truth is, as an event coordinator or organizer you often have to justify public funding for festival activities by educating public officials and business managers of event benefits. Intangible benefits such as exposure, furthering community reputation towards a particular brand identity, celebrating agricultural heritage or history, building camaraderie, and even contributing to residents’ quality of life and sense of pride by strengthening the community bond have also been listed as festival benefits. Despite all these benefits, when budgets are involved savvy community leaders often need more than intangibles to allocate precious public funds to what some consider purely “a fun time”. However, when you prove in dollars what your event generated for the community (and that the return was even greater than if the original investment was placed in a savings account or bond), leaders often sit up and pay attention.

Recently, North Star Destination Strategies measured the economic impact of the June 2011 BMW Motorcycles of America Rally on Bloomsburg, PA by surveying those who came to Bloomsburg for the Rally.

Rally attendees were asked about their spending during the event in the categories of lodging; food/dining at the event vs. in the local area; shopping at the event vs. the local area; attractions, museums and tours; entertainment; and transportation. North Star found that on average, a Rally attendee spent $105.61 per day, more than two times that of a typical Bloomsburg visitor ($47.32). The estimated revenue generated for the event itself is $1,342,270, and the estimated revenue generated for Bloomsburg is $1,479,341. This creates a direct economic impact of $2,821,611, and an overall estimated economic impact (includes induced and indirect effects of spending) of $4,655,658.

Generating that kind of revenue certainly proves that the Rally was a good investment. Another positive impact is the citizen satisfaction that results when residents are educated that revenue from the Rally reduces what they will have to pay in taxes the following year. What community leader wouldn’t want to pass on that kind of message?

~ Shannon
shannon@northstarideas.com

New Year’s Eve Unplugged at the Genoa Bar

There’s no doubt that many destinations and communities are facing difficult times right now. The economy, job losses and even impending winter weather may make for some tough times ahead. But coming fresh off of Thanksgiving, and a visit to a special destination in Nevada, I’m reminded that we not only have a lot to be thankful for, but also that sometimes, difficult times can lead to the best ideas – and more meaningful community connections.

What do I mean? Well, let me tell you a story about the oldest bar in Nevada, as told to me by one of the bartenders who works there…

A few years ago a powerful dust storm barreled through the Carson Valley on Christmas Eve. It knocked out all of the power in the Valley for days. In Genoa, a charming historical town in the Valley popular with tourists, the lack of power meant no water or plumbing of any kind for most of the businesses and residents . . . with the exception of an establishment known as Genoa Bar – Nevada’s oldest “Thirst Parlor”.

While Genoa Bar had no power, it still had water because the bar was (and still is!) situated on a different well system. It quickly became the town’s freshening up spot, and five-gallon jugs were graciously filled with water from the bar for any resident who wanted it. Locals stayed longer than usual, lingering well into the night and early morning, and so Genoa Bar became the town’s family room. The original oil lamps from the 1850s were lit along with dozens of candles, which added a whole new layer of ambience to the atmosphere of the bar. With no jukebox to play, patrons brought in instruments from home – guitars, accordions, whatever. It was like living in the way the bar must have truly been during the 1800s. People were having more fun than they’d had in years, and were becoming a true family with their neighbors

That atmosphere was so special that the current bar owners decided to recreate it every year. So now, every New Year’s Eve Genoa Bar hosts an “unplugged” party to ring in the New Year – without a drop of electricity. The annual event includes the lighting of that oil lamp chandelier, an original at the 152-year-old bar.

The dust storm, while inconvenient, had only a temporary impact on the lives of Carson Valley residents and visitors. But it permanently gifted this gem of a destination with a reason to celebrate – and ultimately, some great PR surrounding their new event. Sometimes a difficulty that must be overcome can serve as a catalyst for the most special and meaningful happenings.

So as you think about the difficulties your community or destination may currently be going through, don’t forget to focus on the good being done by a community drawn closer together due to tough times. What are you doing as a community to celebrate your tenacity and special shared heritage?

~ Jen

jennifer@northstarideas.com

Community Branding: Tehachapi, CA Case Study

One of the biggest boons to a community's reputation is how residents feel about their hometown. When citizens really dig their town as a place to live, work and play they are much more apt to go tell it on the mountain!

But tell exactly what to whom . . . and how . . . were the questions that needed answering in Tehachapi, California. Forward-thinking city leaders knew they needed to pull everyone together under one community brand for the good of their distinct city in the mountains. But tough economic times and confusion about what branding really is made funding this project a challenge. Their solution: a phased approach which used the initial research to educate stakeholders and build enthusiasm within the community. The results; success on all fronts!

"Research revealed some of the strongest citizen advocacy numbers we've ever seen when it comes to livability and business," explained Don McEachern, CEO of North Star. "This meant an eager band of ambassadors was ready to sing the praises of Tehachapi -- once the chorus was written."

Research also revealed that many of the assets and benefits Tehachapi enjoys are the result of their mountain setting. The famous Tehachapi Loop, the climate boasting four true seasons, fresh air, scenic beauty, renewable energy, outdoor life and general mountain town charm all owe their existence to the community's elevated altitude.

But the city is technically not "in the mountains", but rather is a mountain valley. So there was some debate how to best claim their "mountain town" status. The conclusion; regardless of mountain or mountain valley, there is only one direction the population base of Southern California can go to reach Tehachapi - and that's up.

North Star Destination Strategies recommended that Tehachapi leverage their mountain setting as a way to elevate all things. In other words "Live Up". In Tehachapi, living up means reaching new heights professionally and personally, as well as mentally and physically. It means you're consistently working up, playing up and growing up in every sense of the word. When you live up, you experience a newfound sense of freedom. One that only continues to take you higher.

Go HERE to read the Tehachapi Brand Anthem

A customized action plan features basic ideas for integrating the brand and some out-of-the-box ideas for bringing it to life. A sampling:

• Launch a locally grown campaign: Tehachapi is home to many growers including organics and even an ostrich farm. Identify these locally grown/made products with a special certification and seal for produce and other items. These can be promoted in area farmers markets and among LA chefs celebrating the local food movement. Title the initiative for these local products: Grown UP.
  


• Engage the private sector: Allow different organizations to incorporate consistent brand elements into their marketing materials without logo confusion by providing a graphic treatment of the word UP that can be used in product and service offerings or programming by organizations.
  


• Stand out at trade shows: When visiting events in other areas leverage the comfort of cooler air in Tehachapi by having handheld battery-powered fans. Or highlight your golf assets by giving away branded golf balls.
  


• Develop an ambassador program:Organize all those enthusiastic voices with the Talk Up Tehachapi community pride and ambassador program.

• Reach out to students: Provide the high school with a huge banner that reads: Warrior Up! Proud partner in Living Up Tehachapi. Warrior Up can be a kind of city-supported booster club that sponsors community-wide pep rallies, sportswear, scholarship programs, email communications, etc.