City of Lancaster Rebrand
brand identity / 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. Pennsylvania Dutch folk art and hex signs significantly inspired this City of Lancaster rebrand.
How it Started:
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. It uses the horizontal space to its full potential, rather than wasting two thirds of its real estate with a design placed right in the center.
The Brand:
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. The colors hold a deeper meaning, too. The blue and yellow color palette symbolizes harmony, peace, joy, and prosperity according to Pennsylvania Dutch traditions.
Adaptation for any Situation:
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 just the tail feathers. The responsiveness of the logo allows for more flexibility in designs while maintaining consistency and brand recognition.
Online Presence:
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.
