The Village of Buffalo Grove is thoughtful and ambitious, bringing a planful approach to every initiative. Although it’s not the biggest or most historic suburban municipality in Chicagoland, the Village is quietly raising expectations by regularly exceeding them. Home to a highly-rated school system and an award-winning parks district, Buffalo Grove thrives as a welcoming community with a drive for excellence.
BRAND DNA
- Target audience
- For families and good neighbors who feel a responsibility to each other,
- Frame of reference
- Buffalo Grove, a strong home base of ease and accessibility in Chicagoland,
- point-of-difference
- is welcoming, astute and leading by example,
- Benefit
- as everyone contributes to a culture of achievement.
City Challenge:
The creation of the Village communications and community engagement department in 2022 kick-started several projects to define who Buffalo Grove is and where Buffalo Grove is headed. In the Chicago metro, suburban municipalities can bleed into one another without much distinction. Buffalo Grove saw an opportunity to define their identity, encourage investment, inspire community collaboration, and boost resident pride through a Village-wide branding initiative tied to their larger “Moving B-G Forward” strategic plan.
brand solution:
The research process revealed that Buffalo Grove is neighborly, accessible, and centered around a culture of achievement. The tagline, “Smart. With heart.,” acknowledges the area’s excellent schools and the Village’s commitment to thoughtful decision-making while also touting its qualities of being warm, inviting, and accepting. The logo icon focuses on the “Grove” portion of the Village name, representing the nature of the green spaces and symbolizing interconnectedness. And, of course, a buffalo logo is used as a secondary mark when the occasion calls for it!
