City of Union, Missouri<b>Rebrand

City of Union, Missouri Rebrand

Locality Studio to created a modern, unified brand that reflects the city’s values, history, and aspirations. The goal was to replace multiple inconsistent logos and slogans with one cohesive visual identity that supports economic growth and fosters community pride. The existing logo resembled a local business’s brand and the City wanted to step away from that. The existing logo (cursive U) can be seen near the coloring engagement activity.

Project Goals

Existing Logo

We led research, stakeholder engagement, and visual development. Locality Studio held a pop-up at the City’s Fourth of July fireworks celebration and conducted a Community Open House. A Working Group was formed a met multiple times throughout the project, acting as a sounding board for ideas and design decisions.

We conducted an online survey, gathering 161 responses about Union and its perceptions.

Through these discussions, our own research, and an online survey, the community highlighted Union’s key assets:

East Central College, parks and recreation, downtown, local schools, small-town charm, family-friendliness, and a strong sense of togetherness.

Engagement

Based on these insights, the studio developed a variety of logo concepts. The final three logo concepts included all or some of the following:

Retained familiar brand colors using local favorite assets’ colors
Incorporated the letter “U”
Used a bold, modern typeface
Referenced a compass and/or the idea of east and west Union coming together

The Working Group selected two options for the public to vote on. After public voting (265 responses), the “red U” logo was selected with 68.3% of the vote. Approval of the final brand is pending.

Read the FINAL REPORT here.