HomeMy WebLinkAbout10.b EDB Creative Springs_Branding Evolution frail
ry 1/1TY Autos-
Creative Creative Springs
Clay County Utility Authority
Branding Evolution
rell
is
',
TY AUTN°�`�
\re.V
CCUA Blue
HEX: 265CAB Logo Type: Icon + Badge Font: Optima Nova
CMYK: 90/70/0/0/
RGB: 38/92/171
Pantone: 7455 C ...
lima '4;74.71
"MI Ille News There f it to
BUCHAREST,UNARM,2014 2 I.24,4,,Em,a*man arA E 2 00
Conceptual Elernents CO tfi Elegant I I Sans Serif I Humanist Clear
Equally unconventional of a contemporary sans serif,but true to Zapes calssical tastes
;'"i:j•7:aiY,5:r7,3;Ri7it- =1":"'.'"°%:.=.="47::75:747, iFSL., „
...
T.- -,----,
;'7;;"";;=;;1`; ,;; g47.4 r.it'.."—"1.4:4""":".°.•—.tr.*,mr• "I'''''^7'''''''''''"'"'"v
----
:.;..L"=z...:::..',:zt.' 4,:.-"-°
„,,.:,............,......„...... —., . ..,......0........---m
''4Z-130'j'N'I
I ABC SET/letter, CHARACTERS MAP rilli 014PM
Aa Bb Cc Dd Ee Ff Gg Hh II II III 111 El RI El 11111 II
\\(...kt...?6; 4 ............0"\;y41, li Jj LI Mm IC-Ifi 00 Pp Qq is rii 13 Ems IN II Es 11
—No Rr Ss Tt Oii Vv Ww Xx Yy Zz gig Ei El Dm rum•
ETE.E.Fasi.E.F==
Key Visual Elements AllIA4 THE INITIAL OPTIMA SKETCHES
ON TWO E1000 BANKNOTES The Optima Typeface
IS A
CLEAR AND PRECISE FONT DESIGNED BY THE
_
R E N 0 W N E D
and geometric sans senfs
type designer Herman Zapf
I'IIIIiIII
.1.
m ima on ,es
— [Color Distribution]
Opt F t SIl
rillIPi
•
, , ,,„
CLAY COUNTY tOi
OPTIMA IS ADMIRED FOR ITS GREGARIOUS NATURE.
The curves and straights of the Optima fonts vary minutely in thickness to provide a graceful and clear impression to Me eye
UTILITY AUTHORITY
The Brief
Clay County Utility Authority is �P►N CO v^/,•`_ The Clay County Utility
in need of a resheshed logo and - wins I Authority ("CCUA")was created
brand identity. The new identity for the purpose of acquiring,
ii
should expand upon the already constructing, financing, owning,
established brand equity within "IN managing, providing, promoting,
the community. G ♦ improving, expanding,
maintaining, operating, and
/i' �k fostering over time the
1 r A UTN' development of regional water,
1 wastewater, and reclaimed
water utility systems.
Industry Research
o`rF\origa.
Z `N American Water Works Association
fig a ® 'i �W� ���.FloridaSection
•V Central States Water Resources Deaceneto.Wad's Most Important Resource as
i�t o4 Building Community®
des guts
y; -..__ ... _._...
x T- Welcome - ,���EVE UNTS ,4
' c.OUNTS =
-- � i _ Evcry Drop Counts
y.�r'''.---_ c Links . i• - Nmbn aui.nm
WELCOME TO ____
_— - - -_,--- 0-11)
O II M * ® ID A - _CENTRAL STATES WATER RESOURCES ' was cannec�snln- WOMENIS-
rilingai MOTORY
NTH
•
N = I� e�-
Latest0 m ges mks
11
47:,
la-
os W
Latest NBW9 0
`------
1 1�
Cbit C k * l��� u1��Y► 6
k topv1)95". �
- tee44,40
0/ .
0I l
16 I
•
�
I!*`N, 2N µx� /2\\ ;Ea: !
Y �4.10.
� V
_ n �
•
I 1611
IAIRr / 6
1
.itti) „111
' '1/4s \ `1/4s k IV, CIO
,., .
Concept 1
Foundational
____,,_ ____- .7 _....-...„--,:... :
,-.:-, -4.. .:0 _ _1 ON ------_____
�' Vie «e.--,-_ .. _ ' r� -. �
'41 _ -.%. _ ...
t 44400%
i�
.._ .. _
. ____
, .
_ _4.,
,...,...‘ „,
,. 4,4t,„. . .
, .... _
IINIIII
_i,�'// jsw �t� I_
.4-11 . _.iN. i., , .
.,,r,._
_.......„„,„...... __,_ 0....1 . " .. ..: ...s. _ _ __;,_,,
c., . .., -I I ,,,,,.4--' _\f(e
le 4
+ • .4m.Y�
e'/i
..444/ ... ..0-I--.•,-- ,......- , -i....-, = , . r --
IF
..� q i, III e,
7.
a�"c yfi e -7. . ` : : -• - .= `i],
` -, M
A
, CIA
.....
Clay County utility Authority
au.----........\\
' 0
tip
e :
4,,, , .4- ,or • ' ' r
..: ,
. ai :
' 1 ha - - r• 1 _ _
_
Qe-cd
III; rf '
17 l 2,It PS0 0 It
...
..1,-
., ..
to%
•
--AS oo
. .,
ii///i
0 o\°-4
/,////
.rii 1 e9.1' • MED -,_
...
1 8 .L.1. .0ALLONS 2 _
4 .2
— - , 3 5/8"X3/4" .•_
_...
, 1
--....4
•
7 .-1% CUA • .
•.: Vs, s. ,.
I 1-
r
a -
...:
---:-------'"-1 i 1 7
• ii. _............
,___Icl •
--
.,. ..
. ,
--...—
CUA
,
NOM*
s
•
Prosaic..
,..L.-
±- CUA
,
Clay County utility Authority
Oilifff,W -
•
1 i 1
..... ......,........—,----/
t
LIFE IN
..L. --.
.
,. •
THE FUTURE
-.="..-7.---7.---_-=--)
...• 4,,
.,
ihildilL/ .7 ( ..
11)
I, .:_..>
. t
-•
. ,
- ,
...
. - . .
_ -,..„-,...,,:„..-.,...x.,...- , '.-._.Ir. I.';' t:-III. 7 1.: '‘,T7V
','I.. .._•••• :'II'II'','.. ,'...',..',''.I...r.''I''' Ii..-.' Il.:'7.:i.'' ...,'"''''....... •.,...--..:f .-.'. ;•••'-.Ir A...:',:, '''....I' 4 I
*..'',,4,'IIA,'4'4I';X•Al*.'';''*:'ft'-';
II II ' r % '-.-••''!.,...."".'''.,,' '.I'-'''Pt.'..'''..•III t''''',...V. ..,',/rI e....,,,,.7.:-",II,.24.I.7..:.. ."-I...'''.'-."=.',.- . ' . •'s , I:.
- •.3-'''.- •-,V.,-' ,I.--..--':--')‘).--..),".----- .2--I •- •).:= ./:..."'-417
).‘,.....:',.. f.,..._ v.- A,..- - ,_..:,_It ------/--:-. --' --''',..tr. -t--1.---tt-lt...:,.4.
:•-ai:---7-''' '' '' -,t---'.1‘'-4f-tfle_r ;=.*- ',-tr.
-,1.:-;:it::,'..:72;-4, I,::,4t
't- 4- 1.7.1'2..--_:- t•:11:7,--;-ta.';'-':-'--'''.:..--:-'-4-7-f-:-'-f-tiCI.T. 71:'';.c.itt :-.-.:it-.Z.7 I-_--;-..:-'-r-Z"; --- - - '' lk' - -
Concept 2
Modern & Approachable
..,„
. .
•
r --j a
iliclir„
•
•
4 ,
Service Community Accountability Sustalnability Commitment
Provide longterm sustainable valueto our customers by conserving and protecting natural resources
while providing clean,sate,and economical water,wastewater,and reclaimed water services.
Develop vision __
:�.ofDllry Growth MI-
// a _
3
..
/"3 Modernize d Improve !:� ��I + J/. F
, Enterprise Systems 111
1 fi
1,—... -am] ,
7� Refine and Document I •,_
® CIPP Processr r
i
2,.,�•Implement Workforce _
Development
i y,. v ndW aN L 116 . '. .. r
". - Work P e - '-„„-
..,..,.)
9 r,Communications Develop PI T -
_.
sDevelop Lon g-Term -�� ; -
Financial Plan - - ,
Utility Authority
t, I i c..,
Home My Set"ices
About Contact -.. 10• I Cant
U n l i t Authority t h o r i t
Y Y
` Your Water. f j __)
Your Community. - �-"� �"�"
,�. Your neighbors. ir 16
e torem ipsum dolor sit amet,consectetur
f, adipisicing alit,sed do eiusmod tempor in-
�` cididunt ut labore et dolore magna aliqua.
Ut eon ad minim veniam,quis nostrud ex-
Button Button Yr
About Your Services i (-/,(1QI/L .z
Concept 3
A Seal of Trust
•le
I Nrotinf,sx. o'f E
?:or' ,., 44 •
...... 7, '.,A
f.%. ,,, , ', . -,,:4'.',p 4,'' '-'• .'‘,-., ‘.(2., ...44, ..? lb
It
.i'
',F ' :-• ,,,!' , .. :--1-. tit,)*)% a_:;)
:-.•..-",t.'-0:.---:-'-7
4 •
11 - . . . , I 's
•
,..,,,,
,-.),) . Pto.,or.
)) )
..o.sALE ..._-- \, • ,ptSCO :-21‘---1 t '• •s'- 0 s otik , v‘i 1 0 '
1 1 I I
• :
•
; ffIgNIVI-"--A 0 * 0 ... 1 > •-6 deb
...ii '41kL--TFOR...
a .
Ottir.,, ?.. tg::_:44 g 1..111•*iffi I. ••
, I. , )i••4 i ) • ., •..,
i 411410411
4,1f_ -.:_'‘,f l• .,sW Et,), °+Por. vs,,9,y„,T,,&,., ,e,,,,tA >.). ._, % city°,
/..k.' % 1111.41C‘-f e‘14
1 C,i ', \ ..? I?$ 0 Fp 0 Selma ..0 • if 1Ck •) rii , oh
ALABAMA 0
‘0',:j.' ,1,:; ' '71/ .1 ,.......,,'t,;,/ s-Yrr•-,- I\.L,-4L;, C.,... 14_,77.)Pr, : -STA \-,
:4 A.,,,,3,'.• 4'4 0 II I 8)2 tfirt
c„,,NE.,, 0_
`4141
1 '
=a ' • .
, ' ' • .,:,"r, "fr, - 1 ,,,
•- . .. -..s ,•'''‘;',.''',. r
. .
ot E E4, H A 1
FLA:M•B
,N.,i.,' - _---- ,,,,,,,'„,,m..1,....le• '`."
''.4.•',2 ---'------ - ' --.,... tr" , k,_7 -< 40idoso 111::11 -111
. ,
VIPERS ;
,/i. .
......,,,.- i -0 DRAGS -
/
d .
BLACK HILLS ",..".
....,.„:,„..4 ,.DFAGI.
....
...WM,
FIGURER
--_ A •...- 1°Iti %Z..AA
OVA' ..... .. 1...,
".. .
, II Sit T --BRAND 1.1.-S.A
LRKERG HEADS
s-
, _ „,„.•= . ,... ...o ,.
.....__
._„..io
-,-.._:IA-,-:',",--% Av.._-1-•‘-'-'-'' — 1 AA,A ;11 - A '`';; =
' ,,,,,T oF P.G1 -."Nr- AV.Pt•Af',A_ (":" .Ape, ,.....,
' '
- Di - • - ' T•••''. -: tii•..A,..',' o ..‘---:"...", •, ,
GFILMAND'
.•,,_42".[JrN.
•,-- --i" - ' ir;* --.4--,;-",• ' •, ' - - , ,..•:',•, •• T.• ov'e Z ,
ftifflitAs -"* 49"
; . - , , - ,-,.,.-L.:,•.•• „-,.._-,-,i,A.-,.,,•:,-, •- 01 - 4:
, ,.- '''''''' .-7---- . it.:.4- '''''.:•':!'::k,',: :-;•',J'"?: :•.,, -, ' •:'• ok-co•
',lilt
-•,....,.-
, *b.-.-r•-
,
, ,,•
���� COUN�y �2►�lOUnt County
y
• •
Autboo
-</TY A UTN°��
owe
41
. l' sc,COUry,„
', • '
, , I
1/ 21
cos cou„:
7 , V -...',,',.1'.'.' • • 'ifs.7.',.' ',.
44.,,tino-
i ' ,',/,,,•• .„-.;:.,,,,:,,e.),;v-;.,,,"!,.',../q(.4.,,,,?e.4
I ,
........
.----
,,
tOi Co U'A,
. . .
i , • - ci‘J-N Vi‘
--.- ---, ,RobertSmith
if
,...m,.,t....,......n.o.
.,............m......... a ,
......,..
_._,,..
I-AUTViv ' .
..-
.;:r
. ., .
if==.Vrro
'...t..1==
r4. .r.i:;;;',,,,..rfret*:. 44!',.!..''''',''''•,.!:',.•::i1.',. .1 '/
SL'enZ"Zi.'sir°'
ifir S' ' c'1.,,,;•/, %./ j••-••;••1•:.--',,-.• •.-.••;'-'4"-!,'•/':••''''.'..''':'4,••'':7'.7"'i-" •
, ,,..,;- '../:,.,47• i I 1,.,...: .•,..',!ke74,1,:;;,;,'4461416,,4,477:4;,;17,1;41:07;;-:$4;;44e47•:;•-'. I ,10,,,"
1,4,,u777°-
',..r. ,. I
. . . .
1.." i ., .,... .„..„
- ..4,./.., --..q.“ , ,.., 1A,1 ,-%
I/ / to ,' ,
/ . ''', 1 ' ,,/iv/ . . ,,'. ,
•A, - ./. ':c)--i `,,,, //if,j,./,,:z,:,,`„„. „-.,-:%,44000,-I'
1 'A - • •- -.6)14 c` Ir•• , —AIIINOW7;-4.44.-::,
-, . : ',: , . • ,,, AV tAN',7 ,.., 4,,, . , ,. ._ • ,•
---,
Initial Concepts
Concept 1 Concept 2 Concept 3
(1 N C O(JA,h cuA °vaunt
:::::
4
Utility Authority Gj' _.
Clay County Utility Authority /e/TYqUTN°�`
Initial Concepts: Feedback
Concept 1 Concept 2 Concept 3
ilk AA6 aw aunty
, CUA
.....� Utility Authority Gj "�
Clay County Utility Authority ,`,TYgl1TN°`1�
• Of 12 people asked, everyone has • Of 12 people asked, this has been the • The faucet looks like a gun
shown a preference for this logo least favorite • Faucet should be shortened
• Needs other colors incorporated • Potential legibility issues with script • Received a lot of positive feedback
• Kelly likes font • "C" in negative space is reading
• Scott likes • Suggest updating the primary word in as a "G"
• Crawford likes this version to "CCUA," as to not be • Suggest to incorporate the water
• Lindsey likes confused with Clay County drop from Concept 1 +the colors
• Try adding website beneath the from concept 2
logo
• Too similar to the old logo (Kelly)
Inspiration and Evolution
., ... „...
... .. A -
',.„.;",\ Develop Vision
-..
of Utility Growth
\
ir-
:',-,.1K" (,-At Modernize and Improve
AM. `‘`--, Enterprise Systems
'MP' (-4 -1. Refine and Document
a CIP Process
666
666
. ,.. • .
- r,O0000, Implement Workforce
-__.2.0. _
- _ ---_-_---_-----_ Anh -,d""tq Development
---
l r-1) ' '
- - -
ikilkiy---'''''
__ Now,
-- - ---- -4'4., mprove and Standardize - _, -. ..- •
- _-=- ork Processes
-•-• ---=-;iy..-17-1.-r",---_- =-- ---,-. -_ - -- , - - 44_7-- 7_ -
-•••• ,•- , -
. - -
,....,,,-,,,_..... _ _ ,„ .v.,,
.... ,. ,--ir- .-7---
_ _ --___ :„ ,) Develop
i - —.- - -.
-------________-- -:- .121-r: Communications Plan ii------'--fr__:--._-_ - -----
7---- --_--- - ---_......- -._-
':-... .--7.7,...i...-
-
. . _
I , .
_. 7
:-- -:------ - -- -- rr..r Develop Long-Term
• • :•‘_.....--__:- ___... ."
'------------ --...i.7.-
Wm...-7---.._ ......-Ti
_ ---- -'IQ ti4 Sir --- - _- Financial Plan
r.---.-...misg•••-•"" „
..-. „
Colors
#194272 #06c4bf #c240ff #11cc11
Colors (Continued)
Blue- Potable Water
Purple- Reclaimed Water fel
Green -Waste Water
Shape
Revision Concept 1
A Seal of Trust
v
�`'�.( CO(�NTy
li
AUTO
C�P� COUNTY C.\-toi COUNTY
CC-
,J1 .11
•S 6,. lia...-1A,
AU AUTO
Revision Concept 2
Foundational meets Modern
Typography
Monument Extended Font Family
Clay County utility Authority
www.clayutility.org
Clay County Utility Authority
www.clayutility.org
c
- Thin AaHoCcE \ Fonts used from family- Monument Extended - Ultrabold & Regular
- J
Li ht AaBbCc(
3O° Book AaBbCc'
- Regular AaBbCc
Medium AaBbCc e\ Allowed colors to use with font: #194272 (Blue), #000000 (Black), &#ffffff(White)
- Bold AaBbCc
- Black AaBbCc
9O° Heavy AaBbCc
CUA
Clay County Utility Authority
Clay
County
CUA CUA
Clay County Utility Authority Clay County Utility Authority 111110
www.clayutility.org www.clayutility.org
Utility Authority
www.clayutility.org
Clay
County
A CUA CUA A
0.14A
......
,...„... _.....
Clay County Utility Authority Clay County utility Authority 11111.0
www.clayutility.org www.clayutility.org
utility Authority
www.clayutility.org
.10 CUA
A
Clay County Utility Authority
Logo Iterations
A A CUA
Full Logo gild CUA
_....
v „„,......
Clay County Utility Authority Clay County Utility Authority
Text/Word Mark Clay County utility Authority Clay County Utility Authority
www.clayutility.org www.clayutility.org
A A
Icon 4NO oilimi
r
+ 4 Your water.
4 1 ur e 9hbis�ii
. ,„,..„ litfr
w mI , ,.
ewe. &aeon
About Your Services
AosliN \-- -•-
�.. CUA%I
�� CUA a
III
cu
— -— LIFE IM
THE FVMtE
1
„am ,401414iliplir II:- 1
r
. tk,,,,-.„-)
•
. ._
.,.. . .
•d•
, CVA _.. .
� o w ,
0 cIP".v c ✓rairY AuN+orr[ 4 of
.... - . I'T\f t ...-.. e cup 40 r2 Obi
.. . __ 1 4 ® 0 _ ..... r ountV Utility Authority
6 ® v
0
-�.� � � ---ram_
11111414 lip) ''� '
r 41 1
#-_ S. 14.
Thank you