The Brief

With a landscape stretching from the agricultural valleys of the Columbia Basin to the shores of the Columbia River, Benton County is home to communities, industries, and natural features that give the region a distinct sense of place. In 2017, the County was ready for a visual identity that better reflected that character while presenting a more modern, consistent image to the people it serves. Focal Point was brought in to guide Benton County through a rebranding effort and develop a cohesive identity that could represent the County across its many applications and position it for the future.

The Challenge

County governments have a unique branding challenge. With numerous departments, programs, services, and public touchpoints operating under one organization, an identity needs to be flexible enough to work in many different places while still feeling unmistakably connected. Benton County's existing identity lacked that consistency and was ready for a refresh. The previous logo was an amalgamation of agricultural industry references and scenery, making it extremely busy and hard to decipher. Our challenge was to modernize the brand without losing its connection to the region, creating an identity that felt relevant to Benton County while providing a stronger foundation for consistent communication.

 

The Solution

We looked to the landscape of Benton County for inspiration, drawing on the geography and natural character that make this corner of Washington recognizable. And with the region claiming over 300 days of sun each year, the sun offered a symbol to work into concepts as well. From there, we developed a refreshed visual identity that gave the County a simplified and recognizable look while creating greater consistency across the organization. Rather than simply creating a new logo, the goal was to establish a unified visual toolkit—one that could adapt to the County's varied communication needs while maintaining a clear connection back to the overarching Benton County brand.

The Results

The result was a modernized, unified visual identity that gave Benton County a more consistent way to represent itself and its work. We developed an array of logo signatures that offered the County several options depending on the need and department. With a cohesive brand system in place, the County gained an identity designed to carry across departments, materials, and public-facing communications while maintaining a recognizable look and feel. Rooted in the landscape of the region and built with consistency in mind, the refreshed brand provided Benton County with a stronger visual foundation for the years ahead. Since its launch, the brand has been executed on countless pieces of permanent and temporary signage, stationary and legal documents, departmental print collateral, government vehicles and transportation, and many other applications.

The Metrics

Brand Exposure

35+

County departments with brand adaptations, boosting consistency across the organization.

200K+

Annual brand interactions with County audience through elections, public works, parks, and facilities.

100+

Logo variations and expansive brand kit, increasing brand flexibility, versatility and reach.

We're Focal Point.

A creative marketing agency that seamlessly blends captivating visuals, compelling words, and brilliant technology to forge meaningful connections between people and brands. Life is full of ordinary, your marketing shouldn’t be.

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