What is the City of Austin?
It means many things to many people. When serving the diverse needs of a community, however, a city also needs a distinct identity.
That is why, after nearly 200 years, the City of Austin is launching its first-ever brand!
Today, more than 300 logos represent city departments, services, and programs. The new brand will unite the City under a shared identity that is more than a logo or a visual update. The brand is a reflection of the values we share as public servants, our reputation before the people of Austin, and the way residents and visitors alike experience the uniqueness of our community.
The City sought extensive feedback from community members and City employees to ensure that the shared brand reflects the City, its staff, and the people they serve.
- What Does the City Brand Represent
The Austin “A.”
It’s more than just a letter. With flowing lines that echo the movement of our rivers, the curves of our hills, and the dynamic energy of Austinites.
The “A” is a symbol of connection.
A reminder of the open, inclusive spirit that sets Austin apart.
Complementing the Austin “A” is the “Austin” wordmark.
Clean. Approachable. Grounded. It brings structure and clarity to the logo and reinforces the consistency and authority people count on from their local government.The Colors
The colors in the brand system were inspired by the vibrant natural landscapes that connect Austin. Greenbelts. Lakes. Skyline sunsets. Bluebonnets. The color palette is designed to feel like a warm invitation to celebrate the city we love.
Verbal Identity
All of these elements are supported by the brand’s verbal identity – the distinct voice, personality and tone brought to the words. When all communications are rooted in one core message and delivered in one consistent voice, the City makes it easier for people to trust the shared messages.
- Why This Matters
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As the community continues to grow, it is essential that Austinites understand the many services and resources the City provides. A unified brand achieves this through:
- Clear and consistent communications that make it easier for residents to recognize and trust our City services.
- Enhanced collaboration that encourages interdepartmental cooperation, leading to more innovative solutions to improve service delivery.
- A renewed commitment to transparency and accountability, strengthening confidence in the City’s responsible stewardship of public resources.
- Launching Oct. 1
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Adopted by the Austin City Council in 2018 as a strategic priority, the brand will officially launch on Oct. 1, with a new look for digital assets such as the City’s website, department web pages, social media profiles and newsletters.
The City’s other branded assets will change gradually over the coming years to minimize impact on departmental budgets. While newly produced materials and digital properties such as social media, websites, and digital signs will display the new Austin brand beginning Oct.1, items such as uniforms, facility signage, and vehicles will transition over the next several years on a schedule determined by the usual course for updating or replacing such items at the end of their service life.
- The Need For a Brand
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The City’s official seal, created in 1916 by a San Francisco illustrator for a flag design contest, is not a brand, and does not promote the City’s distinctive values and mission. As Austin has grown over the last century, its identity has become increasingly fragmented and outdated with dozens of departments represented by their own brand identities.
In surveys and focus groups with community members—including representatives of nearly two-dozen civic organizations—respondents said they value and appreciate their interactions with City staff, but they also want a modern government that reflects the community’s values and is consistent, connected and responsive across departments and services.
“We want our community members to be able to identify all of us as City of Austin employees and trust the services we provide. The new brand underscores our organizational values of empathy, ethics, excellence, engagement, and equity. We are one Austin, united in service to our community.” --Austin City Manager T.C. Broadnax