Corporate Identity is about creating and maintaining a branded identity.
The City of Rio Rancho Identity
Gilliland Design and Advertising was presented with the opportunity to design the identifier and identity for the city of Rio Rancho in 2005. Over 150 different designs variations were submitted, variations stemmed from those designs and a final version of the logo design was presented to the city council for final approval.
The logo was designed with the following requests from the city
 |
 |
 |
 |
 |
 |
- No imagery to be used
- No boundaries (no containment)
- Modern logo with representation of the Great Southwest
- Logo should express movement
- Logo should hint at a technology base
- Logo should be able to be used in any format
across all mediums and computer platforms - Logo should reflect a growing city
One of the main considerations of the logo was that it must be cost effective to produce. It also had to work on different platforms such as stationary, web sites, vehicles, flags, hats, pens, cups, and other materials, the possibilities are endless. The logo must also be able to be adjusted in size and content depending upon its application usage; thus, the logo must be able to be divided into different sections and stand alone as being branded with just the “RR” in 5 years. The reason for this is to brand the identity so it could be used on street signs, and other size sensitive material. This created a great challenge because we had to think completely though the entire design process of what the logo might be applied to and how it was to be viewed. A great deal of research was completed regarding logo designs of other cities and how they were implemented. GDA has also written the graphic identity for the City of Rio Rancho of how the logo is to be used in different area of design.