Maricopa County Brand Development

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2023

Brand research conducted in early 2022 revealed that Maricopa County residents had little awareness of the County’s programs and often confused its services with those provided by local municipal and state government. Many of the County’s more than 50 departments had been operating under their own branding and logos, so it wasn’t surprising that residents were unable to recognize County programs and services. At the same time, the only identity representing the organization as whole was a seal created before the advent of digital communications. The seal, which was the only graphic identity for the County, looked dated and unapproachable. After evaluating research, the Office of Communications began work to create a single, modern, and easily identifiable graphic identity that would link departments to the larger brand, and help residents better understand how the County serves them. The effort included the design of a logo, color palette and design elements conveyed through new brand standards, which were launched in January 2023.