New Kensington is about to enter an exciting new chapter with the implementation of the Smart Growth Revitalization Plan. It is important that the new identity incorporates this energy. We want to frame New Kensington as a lively and diverse sister city to Pittsburgh, a place filled with loads of potential and a growing population. Concept 1 celebrates this excitement through vibrant colors, rounded letter forms, and the exclamation point.
These days, people communicate via symbols more and more. Think of emojis or the like button on Instagram. By simplifying New Kensington into three symbols, we infuse a modern and forward-thinking feel to the city’s identity, all while creating a mental shortcut for the city. The rounded shapes of the letterforms and symbols give it a more approachable look, enticing people to stay and learn more. And the family of vibrant colors represent New Kensington’s long history of diversity, one of the elements that makes our city great.
With this simple, yet dynamic mark, this new identity will provide impact across all channels. Plus, there’s a great deal of flexibility within the system. The symbols can be used to communicate directional or important elements as well as for a maximum visual impact within advertisements. Color is used strategically for different city departments or even neighborhoods within New Kensington. Below you’ll find several possible applications of the brand: within advertising, day-to-day uses, wayfinding elements, and promotional items.