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Logo Tagline Presentation 06-18-18Branding for the Town of Westlake Presented by The Town of Westlake is updating its logo and tagline. BrandEra is working with the Town to rebrand. To better understand the marketing needs of Westlake, BrandEra conducted a focus group and administered a creative survey with local residents and staff. The following is a summary of our findings. •Natural Beauty •Trail System •Distinctive Homes •Bucolic/Pastoral Vistas •Highly Valued Education Wow Factors •Open Spaces •“Jewel”of the Metroplex •Unity •Corporate Campuses Strengths •Modern •Timeless •Classic Personality of Logo Color Palette of Logo NO: •Turquoise •Orange •Red Pink Findings •Participants described the Town of Westlake as affluent, stunning and innovative. •Participants believe that the openness, a sense of belonging and quality makes Westlake stand out. •Participants stated the landscape, corporate campuses and community engagement differentiates Westlake from surrounding communities. •Participants desire the new logo to be clean, recognizable and welcoming. Step 2 –Design 8 Logo Options Step 3 –Presentation of Initial Logos Step 4 –Selection of Top 3 Logos Step 5 –Presented Logo Options to Focus Group Step 1 –Focus Group and Creative Survey Step 6 –Revised Logo Options for Focus Group Step 7 –Ranking of Logo and Tagline Finalists Step 8 –Recommendation to Town Council Recommendations Based on the findings from the last focus group meeting, BrandEra continued work on logo development. After meeting with the focus group, we narrowed to a final logo and are presenting the following new logo. This logo reflects the focus group’s collective voice on behalf of the Town of Westlake. While creating the logo, BrandEra also developed a comprehensive list of taglines. We requested that the focus group prioritize the taglines, making a recommendation for Town Council. This tagline will accompany the new logo and enhance new branding efforts. Next Steps: Step 1 –Town Council Reviews Logo and Tagline Step 2 –Town Council Approves Logo and Tagline Step 3 –Finalize Logo Package Step 4 –Develop Plan to Launch Brand Step 5 –Brand Launch Step 6 –Execute Branded Campaign BrandEra,Inc. 219 S. Main Street, Suite 301 Fort Worth, TX 76104 817-927-7750 bo@branderamarketing.com www.branderamarketing.com