The City of Newport is launching a new brand identity that will utilize a multi-faceted approach to promote the city by touting its history, connection to the Ohio River, people, culture, arts and business community.
Developed by The Think Shop, a multi-media branding and design agency located in Newport, the rebranding includes a new logo but maintains the city’s iconic city seal. The logo will be the foundation for marketing and communications including through highly visible areas such as signage, way finding, branding and internal and external communications.
“The objective of this project is to establish a brand identity for the City of Newport that unifies our leadership, businesses, residents and communities under one cohesive brand image,” The Think Shop representatives said in a presentation to the Newport City Commission. “Newport is a city of many contrasts. A small historic river town and a thriving urban core. It’s a city made up of unique and well defined neighborhoods. It has a wealth of history, exclusive, distinct dining attractions as well as a bustling main street district and progressive business complexes.
“The Newport City Logo illustrates these many distinctive parts and pieces coming together as one.”
The new brand for the City was created through a broad-based community input process.
“This Logo represents the values of the community that were identified through focus group and resident input, and through the leadership of the Newport Business Association,” said City Manager Tom Fromme. “The image depicts the rich history and diversity in the City.”
Newport Mayor Jerry Peluso said the new branding and logo will successfully promote the city and build on its recent success in attracting new businesses, residents, investment and attention to Newport.
“We are immensely proud of Newport and always eager to tell our story,” Mayor Peluso said. “The new logo and branding is a true reflection of all that is great about our city, residents, businesses, attractions, history and location along the Ohio River.”
The branding identity and logo is envisioned to help to promote and support Newport’s progressive development and is designed to meet key objectives, including:
· Attract people and new residents
· Attract new business
· Encourage patronage of local businesses, services and attractions
· Reflect on Newport’s history
· Increase the connection to and pride of Newport
· Demonstrate Newport as a vibrant, grounded city
· Displace stigmas of the old Newport
· Strengthens the bond with residents, visitors, businesses and government
The presentation described the logo as a classic style made of individual blocks and colors unified as one shape symbolizing one unified community.
“These pieces reflect the individuals, businesses and leaders on both large and small scales, resulting in an eager willingness to both work together and thrive as a community. The open geometric icon, with its modern shape treatment and classic serif typeface, depicts a city of unique contrasts and rich history.”
City of Newport