Downtown Orlando

Downtown Orlando is sporting a refreshed logo with new colors and a new graphics treatment, but some would call it new, trendy clothes for an old friend. And that’s okay with those involved in the process.

The logo began its transformation back in the fall when graphic designers brought it through many twists and turns before posting multiple concepts on the web for public input. The logo is part of an overall re-branding effort for the City of Orlando’s Downtown Development Board (DDB), and one that purposefully encouraged input from a variety of sources.

“This refreshed logo is a component of a ‘Branding Update’ consistent with our ongoing marketing campaign. It results from a process in which the public, as well as key stakeholders provided input,” said Thomas Chatmon, Executive Director of the Downtown Development Board. “We knew we needed a logo that could be adapted to all of the new marketing platforms now available.”

Downtown’s website was also undergoing an update, which includes interactive capabilities. This allowed the DDB to post some edgy designs of proposed logos for public input. Key downtown stakeholders also were brought into the process and all input was considered and applied to the final design.

“The responses were pretty consistent throughout the process,” Chatmon said. “Ultimately, we learned that though most agreed that a change was needed, several stakeholders and key staffers, felt that the ‘brand equity’ built up in recent years would be best continued by refreshing the present logo rather than introducing a totally new look. Fortunately, the professional designers at Evolve Design Group were up to the challenge. We’re all very pleased with the result.”

According to Mark Calvert, CEO of Evolve, the design challenge was to blend the particular timeless aspects of the skyline logo with modern treatments. “Downtown Orlando’s logo was in need of updating. We developed a fresh look that embraces the past and acknowledges the former logo’s brand equity.” Calvert said that the logo is specifically designed to be applied in many flexible branding treatments.

“This was very personal for us. This is our downtown – where we all live and work,” Calvert said. “This was an important task and we had a lot of fun in the process.” But now, Calvert said, the hardest work begins. The DDB is embarking on a marketing and branding campaign that is very specific in its objective.

“Simply stated, we are developing a campaign that will bring more businesses to Downtown Orlando and more people to frequent those businesses,” emphasized Chatmon. “And I believe we have the team to make this happen, even in the mist of these extraordinary economic conditions.  We intend to continue building upon the successes of Mayor Dyer's administration and further solidifying Downtown Orlando as the Urban Core of Central Florida.”