Client :: City of Alexandria
Project :: New Logo Design
Industry :: Government

Challenge :: After two decades, the city of Alexandria found itself with a new and energized administration. Because of KJA's long-standing relationship with the city, it was natural that the new mayor tap us to help communicate his vision for the city's future. This vision began with a redesign of the logo.   

Solution :: The new administration wanted to build on the existing brand, modifying it to feel more progressive and forward-thinking. We worked alongside the city leadership, developing the mark they felt best communicated these values. The single star remained from the previous logo. The bold, red swoop conveyed movement and progress. The strong, solid "A" of course standing in for Alexandria, and at the same time creating an arrow up, indicating growth. These elements were brought together using a traditional serif font for the city name, which we altered slightly, giving it a touch more visual interest. The hand-drawn feel of "Louisiana" worked to provide a nice compliment to the style of the swoop. The color palette also shifted to brighter, more energetic hues of the original blue and red.

Related Work :: Website, Print

Client :: City of Alexandria
Project :: Original Logo Design
Industry :: Government

Challenge :: Up to this point, the city of Alexandria's only semblance of a logo was the official city seal. As the millennium dawned, and the city was named an All-American City, the long-standing leadership felt it was time to develop a stronger visual identity for Alexandria.

Solution :: Alexandria holds historic roots, with the area dating back to the river trade days of the late 1700's, even though the city wasn't formally formed until 1882. This long history, coupled with the conservative nature of its residents, provided the inspiration for a strong Americana feel. The KJA team achieved this primarily with three main elements: 1) the stylized stars and stripes motif, 2) a subtle use of texture and 3) type which carried the feel of a Constitutional signature. The muted nature of the color palette reinforced the antiquated feel of the overall design. The finished logo communicated a contemporary sense of history and civic pride, while at the same time eschewing cliche.

Related Work :: Website, Print