East Peoria, Illinois

For those who traditionally think two steps ahead, East Peoria – home of the Festival of Lights and the Levee District – powers the largest metro area in Central Illinois, scaling up brilliantly to meet every modern demand so you can turn opportunity into reality as quickly as you imagined.
Category
Community Wide
About This Project

When you’re a city on the rise, a name—and the reputation that comes with it—can make all the difference. History and identity and future are all inscribed in the letters that adorn a city’s seal and postmark every envelope. But what happens when the name that’s supposed to set you apart from every -port, -ville, and -borough within a hundred mile radius is a name that you share with your next-door neighbor?

Like many other same-named, mid-sized cities across the country, East Peoria historically contended not only with the seeming anonymity of a directional name but also with the established reputation that the shared name conveyed. Neighboring Peoria (of “Will it play in Peoria?” fame) has long been associated with comedy punchlines and tractor assembly lines. That the punchlines belonged more on the Peoria (west) side of the Illinois River (thanks to native son Richard Pryor) while the assembly lines of Caterpillar machinery belonged squarely on the East Peoria side mattered little to outsiders, who tended to color them both in a uniform shade of safety yellow in their minds.

More recently, however, East Peoria has been laying the groundwork to assert its identity more forcefully and raise the profile of the City they’ve built on their side of the river. North Star eagerly collaborated on this initiative, drawing upon a deep industrial and cultural heritage to let everyone know why they should know East Peoria by name.

The City of East Peoria has fully reinvented itself on the banks of the Illinois River. Over 100 years ago, Caterpillar Inc. powered the City with sounds of industry. It was the backbone of the Central Illinois economy. Slowly but surely, CAT scaled back its operations in the region, spurring a wave of change in East Peoria necessitating economic diversification. By the time CAT announced that they would be moving the company headquarters out of Illinois entirely, the Levee District—where many of CAT’s factory buildings were previously located—had begun its transformation from derelict lots to once again being the heart of East Peoria. People of all ages now seek out the District’s entertainment and experiences from nationally-known brands, enjoying the family-friendly atmosphere and offerings that define a one-stop destination for the region.

The dramatic turnaround of the Levee District has both reaffirmed local pride and inspired plans to address redevelopment in other parts of the City. East Peoria competes not only with larger Peoria but also smaller, well-to-do neighbors. As all parties try to attract more residents and investment, East Peoria must rely on the competencies in which it excels—municipal services, safety, and turning a vision for the future into reality. With the success of the Levee District and ongoing traditions like the nationally-renowned Festival of Lights, the City can continue to leverage its location and thriving commercial area to bring more housing, entertainment, and business to the area.

Brand Identity

With its rich history and resilient community, the time is right for East Peoria to live into a bold brand. While it faces challenges, the City’s reputation for excellence provides a solid foundation for growth and revitalization. By leveraging its riverfront, investing in infrastructure, and embracing its identity as both a close-knit community and a modern city, East Peoria can carve out a distinctive place within the region, ensuring a bright—and excellent—future for all who call it home. The new logo visually represents the city’s dynamic spirit and commitment to excellence. The clean, modern design integrates natural elements through stylized lines representing the land, cliff, and water, symbolizing East Peoria’s harmonious blend of progress and natural beauty. The icon can also be used as a stand-alone item as the three elements make an “E” for East Peoria, or excellence. The bold, declarative strapline, “East to Excellence,” connects the City’s geographic identity with its commitment to high standards. This creates a clear distinction from Peoria and symbolizes a journey towards achieving the best in community, business, and innovation.