The City of Montgomery will soon usher in a new brand and a new era celebrating our storied history while looking to the future. In the summer of 2018, The City of Montgomery launched a brand and image campaign project, Distinctly Montgomery, to ensure our brand is relevant and reflective of the community and portrays the appropriate image to attract and retain businesses, visitors, and residents.
During the initial discovery and assessment phase, we captured input from stakeholder interviews and resident and visitor surveys. The survey found that residents and non-residents of all ages agree that Montgomery is family-oriented, charming, and relaxed. Most survey respondents agree that preserving Montgomery’s history and heritage is paramount. We also hosted a Pitchbox session led by Kolar Design to engage the Montgomery Citizens’ Leadership Academy Alumni. We gathered their key insights on Montgomery’s brand characteristics and experiences.
Our campaign partners, Rasor Marketing Communications, located on Remington Road, performed a communications audit on current messaging and studied our social media communications compared to four peer cities.
Using the data from the communications audit, interviews, conversations, and surveys, R
asor created a messaging brand strategy touching on Montgomery’s pioneering spirit, passionate preservation of our heritage and charm, hospitable environment, and the City’s progressive planning for a vibrant future.
The brand messaging informed Montgomery’s new tagline: A Charming Past. A Glowing Future.
After much community conversation, additional surveying of the community for color and logo choice, and some deliberation, we chose the new logo. While still maintaining the traditional blue, yellow, and beloved streetlight, we are introducing a vibrant and colorful red, that draws upon our community’s history. Think red brick that dots our historic homes and paver paths!
You will see this new brand and messaging implemented in the Montgomery Bulletin, City Calendar, and other communication pieces. The logo will gradually appear on more substantial collateral such as truck decals, street signs, and uniforms. Thank you for your involvement in the campaign and input on this new brand. Look for these brand updates in the December Montgomery Bulletin and the 2020 City Calendar when delivered to you in an envelope by Dec. 1.