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City of Glendale

The City of Glendale (Glendale, CA) is a vibrant city nestled in the Verdugo Mountains, just north of Los Angeles. It is known for its well-preserved historic charm, modern developments, and diverse population. Although Glendale has a lot to offer, it is still overlooked as a great place to live and work.

Glendale's goals are to draw new businesses to the area and ignite community pride. To support these objectives, we developed a strong brand strategy, unique visual identity, and compelling marketing materials. These initiatives are designed to position Glendale as an attractive location for companies and to foster a strong sense of belonging among its residents.

Brand Strategy

We created a brand strategy for the City of Glendale that helps define their unique offering as a city, their target audience, their tone and ways of communicating, and more. This strategy helped us create visual identity assets and marketing materials that are relevant and designed to produce results.


Glendale was named "the Jewel City" by Chamber of Commerce president Edward U. Emery in the early 1900s. He said the city "sparkled like a jewel in the sun." This phrase inspired us when designing the mark and we loved that it referenced the history of Glendale.

We incorporated this into the logo by using jewel and sunburst iconography. We used clean, geometric forms for a timeless look that will last for decades. We chose a bright red to reflect the vibrant, thriving nature of the city. The mark is bright and bold, and we hope residents get a sense of pride whenever they see it.


We selected clean, modern typefaces that reflect the elevated atmosphere of the city. TT Commons is the primary typeface which is clean, welcoming, and legible. It will be used in most marketing materials and for more professional communications. Refrigerator Deluxe is the secondary typeface that will be used in more casual advertising. It is a bold, urban typeface that is eye catching and will resonate with residents.


We created physical and digital advertisements to help promote the City of Glendale and inspire residents to be prideful of their city. "Shine Bright Jewel City" is a tagline we created based on the city's nickname, aimed to inspire residents to be their best and feel proud of their city. We used it in a series of ads for the city, and will use it in select marketing campaigns. We also created a series of digital ads to help promote the benefits of Glendale to business owners, with the goal of attracting more businesses to Glendale.