Auburn, Alabama
For those who appreciate a warm welcome and unconditional kinship, the City of Auburn, bright spot of growth in Alabama and home to Auburn University, pursues service, education, and excellence with joy and resolve so that you can flourish with well-rounded prosperity.
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Community WideAbout This Project
Sports fans testify to the fame of Auburn, Alabama, known for its deep rivalries and unique traditions. As one of the biggest colleges in Alabama, Auburn University brings renown and recognition to its namesake city—plus all of the benefits of D1 athletics and R1 research activity. For many years, Auburn relied on the transient student population, with a slow summer and busy fall. Continued growth propelled Auburn into one of the state’s ten largest cities, bringing economic prosperity with it. Auburn’s identity shifted—from a small college town to a thriving city that included a major university among its many offerings.
The city balanced tradition and nostalgia—important to many alumni and residents—with growth and opportunity. Auburn revitalized the downtown, expanded recreational offerings, and created an environment for thriving local businesses. Plus, more headquarters and manufacturing companies made Auburn their home, attracted by the educated workforce and expert resources. As the City of Auburn developed into a dynamic community, leaders saw a need to update the city’s brand to reflect its growth beyond being simply a “college town” to communicate clarity, resilience, and appeal.
There is a youthful spirit and vibrant energy in Auburn, overflowing from the university and its students into the rest of the community. In return, the city nurtures the businesses, spaces, and services that are inseparable from the student experience. The city is often praised for its cooperative town-gown relationship with Auburn University, working together to ensure the best for both long-term and short-term residents.
The joint pursuit of excellence—from city services to academics and athletics—is why students say Auburn “just feels like home.” And the city of Auburn has fostered an attractive community that people can call home for more than just a few years. At the heart of Auburn’s charm is its welcoming community, where southern hospitality invites everyone to belong. There is an interest here for everyone, including a burgeoning restaurant scene, best-in-class shows at the performing arts center, and opportunities for exploration at Chewacla State Park. Families choose Auburn for its top-ranked public school system and priority on safety. Industry expansion and proximity to the nation’s busiest airport make Auburn an appealing place for professionals and businesses.
Brand Strategy
Auburn invites everyone into its family, encouraging them towards their best and supporting them along the way. This is why residents and students alike find Auburn so easy to love. It’s a place where tradition meets progress and where neighbors know your name. Whether you come back for a weekend or stick around for a lifetime, Auburn is always a place to call home.
Auburn’s tagline and logo exemplify growth and belonging, noting the community as being “Easy to Love. Hard to Leave.” The colors show strength and harmony and complement the university’s branding. Additionally, the icon gives a nod to the long-standing tradition of rolling oak trees with toilet paper after a victory. This unique tradition brings the entire community together for celebration. Auburn’s logo shares this joy while establishing the community as rich soil for families, businesses, and academics to flourish.