Why This Florida City is Rebranding Itself

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This article was originally posted on fastcodesign.com by Katharine Schwab.

“Most cities have brands. New York has a blocky typographic logo. Philadelphia’s logo is a graphic of the Liberty Bell, with the slogan “Life, liberty, and you.” But Gainesville, Florida, has gone in the opposite direction with its new identity: debranding, rather than rebranding.

The identity, which was designed by the local startup Parisleaf, is typography-heavy, with the simple word “Gainesville” as the most prominent part of the brand. It’s an effort to communicate a much deeper transformation the city is currently undergoing. Its goal? To become the most citizen-friendly city in the country, using the principles of human-centered design.”

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