Great miami Riverway

Branding  |  Marketing

The Great Miami Riverway brand was established as a collaborative effort to encourage growth and economic development in an underutilized and underappreciated 99-mile corridor of interconnected cities and waterways in southwestern Ohio. In order to make sure that all 15 cities and other partners within the corridor championed and employed the brand consistently, a comprehensive brand use guidelines document was compiled as a distributed tool.

Work and images property of Guide Studio, Inc.

Concepts

Final Design

The final logo design unites the involved cities and organizations with a rounded and friendly typeface that flows into an underscore of waves. It is simple, clear, and approachable, so as not to clash with the other logos and identities of the area. An energetic color palette was assembled to mirror the bright potential of the corridor. Teal was determined to be the primary color to represent the backbone of the project: water. Icons were added as tools to communicate the opportunities of the corridor in a universal and digestible way. 

The brand use guidelines not only included instructions on the use of the visual identity, but also outlined the brand voice and social media guidelines. Examples of messaging, social media imagery, co-branding opportunities, and negative feedback management were all packaged into the document as well.