Denveright | Branding Denver's Integrated Planning Effort

The City of Denver recently embarked on a unique, inter-departmental plan for the future of our city in four vital areas: transit, pedestrians and trails, parks and recreation and overall land use. In order to communicate the integrated effort to the public, the City required a distinct visual identity that would capture the attention of locals, and drive them to participate in in the public feedback process. CenterTable partnered with local agencies GBSM and Hispanidad to establish a name that would encapsulate the campaign in a simple, but memorable way. Presented with several creative naming opportunities, the City departments ultimately agreed on the “Denveright” name, and CenterTable crafted a logo that looked fresh while also staying cohesive with the City of Denver’s overarching brand standards. Finally, CenterTable developed a suite of collateral to be used in conjunction with Denveright public events and proactive resident outreach. The success of the project led to additional public education campaign work with Stay Legit Denver, the city’s short-term rental licensing awareness campaign.

Naming & Logo Design
After Narrowing Down Naming Options To A Few Choices, The CenterTable Design Team Began Exploring Different Creative Paths That Would Solidify Branding For The City Of Denver's Integrated Planning Effort. All Options Incorporated The City's Colors To Help Link The Campaign To The City.
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After narrowing down naming options to a few choices, the CenterTable design team began exploring different creative paths that would solidify branding for the City of Denver's integrated planning effort. All options incorporated the city's colors to help link the campaign to the city.

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The potential names dictated the style of the designs. "Denver by Design" lent itself to a more geometric approach.

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The team also explored the use of negative space between mountains and skyline to reveal an upward-pointing arrow, a sign of progress.

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Early on, the team explored kinetic options in which the logo changed slightly depending on the messaging. In this example, Parks and Recreation could use the tree logo, but Blueprint Denver might use the crane.

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The concept of citizen input was another important element that was explored, using speech bubbles in this case.

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Simple, clean design was the emphasis for "Denveright."

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The CenterTable team then presented the best options with taglines and sample imagery to give the client a better idea of the overall direction for each option.

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Showing four plans as part of the complete effort became a motif in the "Denver by Design" creative execution.

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"Plan 5280" was the most literal naming option, and the imagery it evoked had more to do with buildings and construction.

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The team began experimenting with the city's color palette to identify different branches of the integrated planning effort. For example, green for Parks and Recreation and dark blue for Blueprint Denver. This example was eventually incorporated into the final logos.

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The "Denveright" name evoked a sense of action and community, which is what ultimately made it the top choice.

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Kinetic versions of "Denveright" for each of the four plans using iconography.

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Finally, the client, with the help of the Mayor's office and the departments involved in the campaign, landed on "Denveright" as the official name. The final branding package includes kinetic logos that utilize color to distinguish between the different plans. The final design is modern and approachable. The typeface mirrors the one in the City of Denver logo, which helps tie everything together.

After Narrowing Down Naming Options To A Few Choices, The CenterTable Design Team Began Exploring Different Creative Paths That Would Solidify Branding For The City Of Denver's Integrated Planning Effort. All Options Incorporated The City's Colors To Help Link The Campaign To The City. The Potential Names Dictated The Style Of The Designs. "Denver By Design" Lent Itself To A More Geometric Approach. The Team Also Explored The Use Of Negative Space Between Mountains And Skyline To Reveal An Upward-pointing Arrow, A Sign Of Progress. Early On, The Team Explored Kinetic Options In Which The Logo Changed Slightly Depending On The Messaging. In This Example, Parks And Recreation Could Use The Tree Logo, But Blueprint Denver Might Use The Crane. The Concept Of Citizen Input Was Another Important Element That Was Explored, Using Speech Bubbles In This Case. Simple, Clean Design Was The Emphasis For "Denveright." The CenterTable Team Then Presented The Best Options With Taglines And Sample Imagery To Give The Client A Better Idea Of The Overall Direction For Each Option. Showing Four Plans As Part Of The Complete Effort Became A Motif In The "Denver By Design" Creative Execution. "Plan 5280" Was The Most Literal Naming Option, And The Imagery It Evoked Had More To Do With Buildings And Construction. The Team Began Experimenting With The City's Color Palette To Identify Different Branches Of The Integrated Planning Effort. For Example, Green For Parks And Recreation And Dark Blue For Blueprint Denver. This Example Was Eventually Incorporated Into The Final Logos. The "Denveright" Name Evoked A Sense Of Action And Community, Which Is What Ultimately Made It The Top Choice. Kinetic Versions Of "Denveright" For Each Of The Four Plans Using Iconography. Finally, The Client, With The Help Of The Mayor's Office And The Departments Involved In The Campaign, Landed On "Denveright" As The Official Name. The Final Branding Package Includes Kinetic Logos That Utilize Color To Distinguish Between The Different Plans. The Final Design Is Modern And Approachable. The Typeface Mirrors The One In The City Of Denver Logo, Which Helps Tie Everything Together.