RMA - Laserfiche WebLink

Home Browse Search

STRATEGY DEVELOPMENT & THE CREATIVE PROCESS BRANDING & CONTENT DEVELOPMENT A Brand Identity is a visual reflection of a City’s operations and its people, core values, ambitions, and unique character. A professionally managed visual identity, defined in the Brand Standards Manual, offers numerous benefits to the branded entity: it supports institutional cohesion and efficiency; differentiates from other organizations; facilitates the building of a desired reputation; and promotes consistency in key areas of design. The visual identity is a source of unity, pride, trust and awareness for those associated with the entity. The visual identity can be defined as the overall visual representation of an organization projected internally and externally through collateral such as letterhead, brochures, newsletters, advertising, buildings and reception areas. An effective visual identity is achieved by the consistent use of particular visual elements to create distinction, such as usage of specific typefaces, colors and graphic elements. Our team has guided the creation and development of multiple logos and tag lines that reflect the true nature of the client and visually establishes a brand for them. A logo is the brand mark and tagline or slogan - the succinct statement associated with the feeling and identity of the place which become powerful tools within a “package of initiatives”. The message our team conveys is a holistic one which always leads us to the development of the City, department and event logos within the context of the overarching goals established in the marketing plan. Miriam Greenberg, an associate professor of sociology at the University of California at Santa Cruz and the author of Branding New York: How a City in Crisis Was Sold to the World says, “It is possible for an artist or designer to tap into the zeitgeist and create an image that resonates at a particular moment, but they have to be knowledgeable about what the underlying fears and issues are.” In other words, a new logo and tagline won’t transform a City unless it’s part of a package of initiatives to address a City’s challenges and also opportunities. RMA’s particular strength lies in the multidisciplinary approach we take with each project, looking at each City through a lens of our intertwined divisions of economic development, planning and urban design and business attraction and marketing to develop meaningful logos, taglines and campaigns that are one part of a comprehensive package of initiatives. 15 | RMA | Tab 2 | Qualifications | RFP No. 19-07-02