Situation
The City of Columbia saw surrounding cities adopting more modern, flexible visual identities while their existing seal felt increasingly disconnected from where the city was headed. At the same time, the city was preparing for major investment in riverfront development and wanted its identity to reflect a more forward-looking vision.

Strategy
We began by defining how the city wanted to present itself to residents, visitors, and future growth. The goal was to create a system that felt contemporary and civic-minded while subtly reinforcing Columbia’s connection to the riverfront and the momentum surrounding its redevelopment plans.

Implementation
The project expanded into a full identity overhaul, including a new logo, color palette, typography system, brand guidelines, and 38 department logos. The visual system was designed to feel clear, scalable, and unified across everything from civic signage to public-facing communications.

Outcome
The new identity gave Columbia a more modern and cohesive visual presence that aligned with the city’s long-term growth plans. It also helped establish a stronger sense of consistency across departments while supporting the city’s push toward a revitalized riverfront future.