Branding the Region
From July 2006
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Appeal to a Design-Savvy Audience
By Elizabeth Sagehorn and Deanna Broxton
Unfortunately, if you ask your cousin in Cleveland or your best friend in Baltimore what they think of Sacramento, you’re likely to get a quizzical stare, and then maybe an eventual mutter about a movie-star governor and the Kings. But a growing verve abounds here that Sacramento is poised for greatness, if only the message can spread and there is an image to match.
That’s why there is an intensive effort under way by a host of public and private projects to brand the region. From Sacramento State’s new image to proposals for a new city nickname, regional institutions are using cutting-edge corporate identity and marketing methods to create a new look.
Staying In Step
Designers say it’s not uncommon for corporations to change their logo or “look” every 10 years. Redesigns of websites may happen every two to three years. Make an old thing “new and improved” and it shows that an organization is competitive in the marketplace.
Continued...
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