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• • <br /> •• • <br /> Duckor&Associates,Inc. • • • <br /> 3141 Dean Court Phone 612.285-1033 Duckor&Associates • <br /> Suite 804 Fax 612. 285-1044 <br /> Minneapolis,MN 55416 E mail DuckAGSD @ aol.com <br /> • <br /> City of Elk River <br /> Communication Strategy and Brand Plan <br /> May 2001 <br /> Purpose <br /> The primary purpose of the planning effort was to: <br /> • Establish communication standards <br /> • Establish a communication process and accountability, and <br /> • Establish one brand (symbol-logo) <br /> 1. Developed an Identity System Architecture <br /> • Brand Position: The City of Elk River is dedicated to providing quality services. <br /> Promise (Quality Service, Fair Value, Planned Growth) <br /> Personality (Proactive,Dedicated,Ethical, Professional) <br /> Performance (Service Commitment, Safety Oriented, Fiscally Responsible, Growth <br /> Management) <br /> • Citizen "Take Away" <br /> The city is <br /> - Safe. <br /> - Committed to providing quality customer service. <br /> • -Well managed with a focus on growth management. <br /> - Provides good value for the tax/fee dollars. <br /> I can live,work and play in this full service community. <br /> ■ Tone and Manner <br /> - Proactive <br /> - Dedicated <br /> - Ethical <br /> - Professional <br /> • Communication Goal and Principles <br /> - Establish one logo <br /> -Adhere to the proper applications of the logo <br /> - Adhere to communication standards <br /> 2. Developed a Brand Platform <br /> • Color Palette (Brown, black,blue) <br /> • Secondary Colors for Administration, Economic Development, Fire Department, <br /> Police and Northbound Liquor <br /> • Typography <br /> ■ Primary Logo <br /> • Secondary Logo <br /> ■ Northbound Liquor Logo <br /> • Size Requirements <br /> • <br /> Duckor&Associates,Inc. 1 <br /> A BluePrint for Your Success. . .Today and Tomorrow <br />