SITUATION

The Palo Alto Chamber of Commerce was celebrating its 100th Anniversary in 2010, and wanted a new brand image. They had a fresh new management team and were looking to reestablish the Chamber to their core members and pursue a broader membership for their second century.
 

CHALLENGE

There are many parts to the Chamber identity – Tiers of sponsors and leaders, regular members and member sub-groups. The Chamber also wanted to recognize “Green” or sustainable members. And of course promote their Centennial. The new brand image had to serve all of those while maintaining a family feel. And it had to work on everything from member websites to street banners for events.

SOLUTION

The Hayden Group developed a logo system that encompassed versions with and without a centennial tag, logos adapted for Green members, tiers of members and subgroups. Since the logo would be used by everyone from designers and staff to members themselves, we created a full style guide, and a PowerPoint tutorial on using the logo files. (There are a lot of versions to keep track of!)

RESULTS

The new logo was launched at the Centennial celebration in January 2011. The Chamber is using it on business papers, e-newsletters and offline direct marketing cards, e-Vites, and of course the refresh of their entire website.