St. Louis Branding
This project explores a variety of visual directions behind the rebranding of St. Louis. This concept aims to increase tourism and ignite the energy of the city. With a simple yet welcoming logo, this city will seem approachable and lively. St. Louis’ wide diversity of attractions can also be easily identified to represent the region as a whole.
Project Description
Based on a range of variables, including crime rates, employment growth, access to restaurants and attractions, educational attainment, and housing affordability, 24/7 Wall St. identified America’s 50 Worst Cities to Live. You will be given one of the top 30 cities on that list for your project, and attempt to revert the negative perception of such city to locals, tourists and prospective residents through design.
Research
Why is St. Louis one of the worst cities in America?
St. Louis has the third highest violent crime rate of any U.S. city and five times the comparable U.S. rate.
23.8% of residents live below the poverty line, a higher poverty rate than in the majority of U.S. cities Decreasing Population.
The city's population fell by 11.2% over the past decade, even as the U.S. population expanded by 7.1%.
Lying within the hotbed of Tornado Alley, St. Louis is one of the most frequently tornadic metropolitan areas in the U.S.
What does St. Louis have to offer?
St. Louis is home to ten Fortune 500 companies, the 7th-most among U.S. cities.
The Barnes-Jewish Hospital, one of the largest hospitals in the US
University of Missouri-St. Louis, Washington University in St. Louis and St. Louis University
The Gateway Arch- the world's tallest arch, the tallest man-made monument in the Western Hemisphere The city operates more than 100 parks.
Forest Park is the largest, occupying 1,400 acres of land, making it almost twice as large as Central Park in New York City.
St. Louis is the home of Anheuser-Busch Companies, Inc., one of the largest producers of beer in the world.
Metrolink- the 11th-largest light rail system in the country with 46 mi (74 km) of double track light rail.
The St. Louis Lambert International Airport serves as a hub for Southwest Airlines.
St. Louis Art Museum, the St. Louis Zoo and the Missouri History Museum
Ideation
Stage 1
I began by trying several different typefaces to see which direction I was heading. I wanted to incorporate the Gateway Arch without the logo being too intricate.
Stage 2
I continued working on the logo, seeing if shortening St. Louis to “STL” could be an option.
Stage 3
At this stage, I had to show three iterations of the logo. Although I liked the two logos on the right, I didn’t think they were cohesive with St. Louis or other city logos.
Once I created the logo, I began looking more into color, imagery, and marketing.
Illustrations
I decided to create icons for St. Louis’ main attractions. These could be used on the city’s website or on products like tote bags and coffee mugs.
Final Design
Branding Guidelines
Clear Space
Typography
Minimum Size
