June 24, 2014

Arlington rolling out new logo, brand

The city and the convention and visitors bureau developed “Arlington: The American Dream City” brand.

The city is rolling out its new patriotic brand and an updated red, white and blue city logo just in time for July Fourth.

The city staff and the Arlington Convention & Visitors Bureau worked together to develop the “Arlington: The American Dream City” brand, which officials say is meant to reflect the attractions, educational system, neighborhoods, businesses and other community assets available to residents and visitors.

“You think about our community and the thousands of American dreams that are playing out there,” said Jay Warren, the city’s marketing communications manager. “Arlington is the embodiment of ‘Alive with the American dream.’ ”

Arlington, the 49th-largest U.S. city, has hosted events including the Super Bowl, the World Series and the NBA All-Star Game. The city of 370,000-plus residents is also home to national and international brands including General Motors, the Texas Rangers, the Dallas Cowboys, Six Flags Over Texas and the U.S. Bowling Congress.

The new branding project cost $110,000 and was financed with hotel occupancy taxes. Interviews with hundreds of people citywide helped shape the identity, officials said. Some of those residents, business owners and students shared how they are living their American dream in a video posted at Arlington’s YouTube account.

City Council members applauded the updated logo and identity Tuesday.

“We are all living the American dream right now,” Mayor Robert Cluck said. “It’s a great place to start a business, no matter what profession.”

As part of the change, Experience Arlington reverted to its Arlington Convention & Visitor Bureau identity.

“Arlington allows one to define their own version of the American Dream,” Ronnie Price, president and CEO of the bureau, said in a news release. “This is where dreams get done by the can-do spirit of our residents, and that reflects positively on visitors to our city.”

In coming days, residents should begin seeing the updated logo and branding in places where changes will be inexpensive, such as on the city and visitor bureau’s websites and downtown street banners. Changing the logo in places such as water towers, manhole covers, public building signs, patrol cars and other city vehicles could take years, Warren said.

“What can’t happen at no cost will happen more through attrition,” Warren said. “So, as things wear out or are used up, we’ll transition them to the new logo. As a result, it will take months to years to see a full integration.”

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