Dublin’s distinct name and shamrock logo were working together to position the community as Irish, which entirely missed the point in terms of elevating Dublin’s unique point of difference. However, the community name is here to stay (and does reflect its founding heritage) and there is significant equity in the existing logo in terms of financial investment and community attachment. How best to position Dublin to showcase the community’s many additional assets and attributes without abandoning equity in the logo. Keeping in mind that this brand must look and feel entirely different relative to San Francisco, Oakland and the Silicon Valley.
Dublin is a place where diversity and acceptance are the only things status quo. Where success and access are available to all. Where neighbors and families commune and connect – not over the back fence – but in parks and open spaces, coffee shops, classrooms and boardrooms. A place with an uncommonly welcoming attitude that reflects an “It’s ALL right in my backyard” optimism.
Straight from the strategic brand platform, the line “New American Backyard” celebrates and supports everything from Dublin’s location in the Bay’s backyard to the way the American dream is still alive and thriving to the community’s vast system of parks and open spaces that serve as kind of figurative “back yard” and gathering spot for this connected community. The line also gives the community a platform for promoting all the activities, assets and advancements happening right in their backyard. Rather than abandoning the well-established shamrock logo, the decision was made to update it and then add additional graphics, messaging, photography and design elements that elevate and evolve the graphic identity. Warm vibrant colors represent the diversity of the community. Textural elements add depth and warmth to each design. And graphic representations of items found in backyards add surprise and interest.