• September 2019

Research underway for new Sioux Falls visual identity

An initiative to develop a new visual brand identity that can represent the entire city of Sioux Falls is underway. The City of Sioux Falls, Sioux Falls Area Chamber of Commerce, Sioux Falls Development Foundation and Forward Sioux Falls are partnering in the project. The goal is to create a unified visual experience for businesses, visitors and residents and further assist in communicating with external markets.

Sioux Falls has partnered with North Star Place Branding & Marketing to execute the project. North Star specializes in community branding; they have worked with more than 250 communities in 44 states.

“Uniting our community with a new brand identity will expand our efforts to promote Sioux Falls as the best city for residents, visitors and businesses,” said Mayor Paul TenHaken. “This collaborative approach will help identify what truly sets us apart from other communities to better tell our story with a new visual identity.”

Community input is an important first step in the development process. A website has been created at siouxfallsbrand.com to provide information on the process and for residents to learn more and become involved with the initiative.

There are two key opportunities for citizens to become involved. A community survey will be released this fall, asking residents to provide information about the area and help contribute in the shaping of the identity.

In addition, residents are encouraged to attend an interactive Community Identity Workshop being held on Wednesday, Sept. 11 at 5:30 p.m. at the Downtown Library with representatives from North Star. This interactive discussion will allow citizens to provide thoughts to help shape the definition of Sioux Falls’ identity through a variety of exploration stations.

Using the research and community inputs gathered, North Star will develop a strategic statement that conveys what makes the community unique and differentiates it from other areas. After the creation of the visual identities for the four key partners, the project will develop a brand identity guide and other creative tools for implementation. Eventually, the visual will be available for adaptation by other agencies who have an interest in establishing Sioux Falls as a great place to live, work and visit.

For more information, visit siouxfallsbrand.com.

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