branding / merchandise design / social media
Lancaster, Pennsylvania, is full of history and culture. Whether you are a long-time resident, a tourist, or just passing through, you can appreciate its historic landmarks, art scene, and lively downtown. Folks who have been in the area will likely notice a horse-and-buggy or two sharing the road and several Amish and Pennsylvania Dutch businesses. These communities have a rich history and cultural impact on the area. PA Dutch folk art and hex signs were a significant source of inspiration for this City of Lancaster rebrand.
It all began with a flag. The City of Lancaster, like most U.S. cities, did not have a well-designed or even objectively attractive city flag. Although there are worse out there (looking at you, Pocatello, Idaho) it was time for a revamp.
Now, you may be asking yourself, what makes a good flag? A good flag is bold, simple, and clearly visible from far away. Here's a list of general dos and don'ts for an effective flag design:
DO:
- Make it high-contrast
- Limit colors, 2-3 is best
- Utilize the horizontal space! A flag is a rectangle, consider this before placing your circular city seal in the the center of that rectangle.
DON'T:
- Include text. No one can read a flag from hundreds of yards away as it flaps in the wind.
- Use intricate shapes/imagery. All of those details get lost in the distance.
The foundation of this rebrand is a bird. It was inspired by the imagery found in Pennsylvania Dutch hex signs, which commonly depict birds, flowers, stars, and hearts. Like the hex signs, this bird is a watchful guardian over the City of Lancaster, and the blue and yellow color palette symbolizes harmony, peace, joy, and prosperity.
The logo can take several forms depending on its use. Larger horizontal spaces are best suited for the two symmetrical birds. As space becomes more limited, it can drop to one bird or only the tail feathers. The responsiveness of the logo allows more variety in designs while maintaining consistency and brand recognition.
The City of Lancaster brand goes beyond tourism. In official settings, it reinforces the city's identity, professionalism, and consistency in communication. The stationary suite demonstrates just how many ways the same bird can be used without becoming too repetitive or boring.
Social media is essential for a city to shape its online presence and engage with residents and visitors. It's a great way for the City of Lancaster to highlight its unique attractions, events, and culture and create a sense of community.