New Castle County Department of Land Use

Services provided

Branding & Identity

New Castle County Department of Land Use initially engaged Blue Blaze to design their annual report to convey the broad scope of services across seven divisions within the Department. The report featured a custom layout to present content in an engaging, professional, and cleanly organized format that highlighted the Department’s many initiatives and achievements.

The annual report was well-received, and shortly thereafter the Department contracted Blue Blaze to assist them with the creation of a unified brand strategy and logo design. Each of the Department’s seven divisions were using different designs and colors. Blue Blaze was tasked with creating a visual identity system that would work well in a variety of uses, including digital, print, apparel, and signage. The challenge was to design a new logo that was distinctive, complementary to the New Castle County seal, and also reflective of the diverse landscape in the unincorporated sections of New Castle County.

Our creative team applied our proprietary branding process, which included meeting with key stakeholders, conducting a competitive review, creating a primary logo design and seven customized division logos, and creating a brand style guide with logo, color palette, and typography use guidelines. The new brand is growing awareness in the county, well in advance of the Department’s 2022 comprehensive plan presentation.

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