The City of Burleson, TX hired CivicBrand to develop a clear, strong, and resilient brand identity that represents the varied attributes of the Burleson community from residents to businesses and visitors. The following is a detailed look at the research, brand strategy, visual identity and messaging platform delivered by the CivicBrand team.
Through both traditional and digital engagement, we deeply engaged the community through numerous round tables, public meetings, community events and interviews with city leadership, city staff, various interest groups, organizations, business owners, residents, Mayors Youth Council and even children. We toured the community and documented the entire process in order to give residents and stakeholders a behind-the-scenes look, so that they understand it is not merely a logo design project, but the development of a comprehensive brand strategy for numerous audiences and with multiple deliverables and tools.
After conducting thorough research and public engagement we developed a brand platform with multiple elements that all work together to form a cohesive brand system. There are 2 place logos in the system (a badge and a wordmark), official City Government logo, and an emblem for civic pride (BTX Made), which is a fun, short-hand logo that gives Burleson businesses and residents something unique to brand themselves with and display the love they have for their city.
The newly renovated plaza is the heart of Burleson and provided the perfect opportunity to implement and showcase the new brand platform. CivicBrand designed all branding, signage, and gateways throughout the plaza.
When we developed the BTX Made element of the brand platform, we wanted to create something that residents would proudly wear as a symbol of their pride for their community and that businesses could utilize on their locally made products. What we didn’t expect was for someone to actually get it tattooed on their arm – now that’s civic pride!