With centuries of progress behind it and an important strategic plan ahead, the City of Frederick had a vision for a more compelling and unified city brand to inspire and engage its citizens for an even bolder future. Located in the cradle of American military history, Frederick already had a very successful tourism brand. But its place as Maryland’s second largest city and its status as a very progressive municipality were less known to potential residents and expanding companies who might value its enviable location and highly talented workforce – fed by Fort Detrick, home to the U.S. Army Medical Research and Material Command, Army Medical Research Institute of Infectious Diseases and the National Cancer Institute. With its vibrant, “hipstoric” downtown, the City also sought to build a sense of identity and cohesiveness across its unique surrounding neighborhoods.
North Star’s research uncovered two very compelling truths about Frederick. First, an undying spirit of determination, problem-solving and an eye toward the future that spanned more than 250 years. And, far from provincial, the people of Frederick display a warmth that welcomes all to play a role in its ongoing story of possibility and progress. Those insights were the building blocks of the Frederick brand strapline – Join the Story.
In just three words, Join the Story conveys Frederick’s welcoming, unified nature and captures the intrigue of the City’s history, its many historic figures, and the ongoing story of determination and forward momentum. The new City of Frederick logo is a distinctive “F” with a weather vane at its center, inspired by the vanes on downtown Frederick’s famous clustered spires. The vane’s historic style is balanced with a modern flourish suggestive of Frederick’s leading-edge culture, cuisine, lifestyle attributes, advanced industries and city management practices. The brand is careful to balance Frederick’s strong sense of history with the city’s embrace of what is current and, most of all, what is ahead.