By using common messages, images and stories, the community will be better prepared to tell the Fort Collins story in an effective and organized way. Community partners are already using the research, creative pieces, and messages to attract visitors, new primary employers, support existing businesses and inform the region and nation about Fort Collins in a unified way.

A branding project was listed as a key component of the City’s Economic Action Plan based on the previous work of a citizen advisory committee and approved by Council.

About 80% of the project was research. The City and other partner organizations will use the research and outcomes of the study to target potential businesses that are in line with our values and economic vision for a sustainable city, and to attract regional and national visitors. The study (PDF 395KB) identified what’s unique about our community. Using that information, North Star prepared a brand platform (communication strategies and a guide for creative work) for us to use in outreach and advertising. The logo that the City is phasing in was a small piece of the creative package.

• The study provided a concise way to talk about one of Fort Collins’ key industry clusters, Uniquely Fort Collins. Cluster development is an important strategy in the City’s Economic Action Plan.
• The research data allows us to better target potential businesses that are in line with our values and economic vision.
• The branding project produced extensive data to more effectively reach potential visitors, such as geographic location, lifestyle preferences including favored activities and travel habits, and suggestions on messaging that best communicates to target audience

View the Brand Summary (PDF 395KB)for detailed research findings.

A standard Request for Proposal process was developed. Local companies were included in the competitive process; three local companies submitted proposals. A selection committee conducted an objective analysis and determined that North Star Destination Strategies provided the highest level of expertise at the most reasonable cost.

The decision to accept the logo as the new City logo was not taken lightly. Extensive research and data collection demonstrate that it makes good business sense to do this now. The existing City logo has been in place for more than 30 years. The new logo is easy to read, consistent with our community messages and better identifies our City name.

The replacement process will be true to the financial and environmental values of our organization and of our community. The logo will be phased in as current supplies are depleted and on damaged property that would have been replaced anyway. Other property will be replaced as budgets allow.

• Fort Collins Area Chamber of Commerce
• Fort Collins Convention and Visitors Bureau
• Downtown Business Association
• Downtown Development Authority
• Arts Alive
• Cultural Resources Board