• May 2020
  • A PUBLICATION OF THE GREATER SIOUX FALLS CHAMBER OF COMMERCE

A shared visual identity for Sioux Falls
Five organizations adopt a new family of logos

Five organizations that work to grow and advance the Sioux Falls community are now using a shared visual identity.

The following organizations began using new logos on April 14:

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• City of Sioux Falls
• Experience Sioux Falls (formerly Convention & Visitors Bureau)
• Forward Sioux Falls
• Greater Sioux Falls Chamber of Commerce (formerly Sioux Falls Area Chamber of Commerce)
• Sioux Falls Development Foundation

Each organizational logo is part of a family under the Sioux Falls community logo. This shared visual identity captures the spirit of collaboration and support that exists in Sioux Falls.

"Having a shared visual identity is important because it is one thing to say that we collaborate and work together – it is another thing to show it visually. This shared, visual identity takes us to a whole new level," said Mayor Paul TenHaken.

Having a shared identity sends a message of unity helps to both promote Sioux Falls to its own residents and strengthen communication to external markets.

Chamber President & CEO Jeff Griffin said, "The Chamber of Commerce exists at the intersection of government, community and business. It's those collaborations that create our high quality of life and vibrant economy. The new unified visual presence is a very important tool that will help us grow our city while still supporting the unique objectives of our partner organizations."

The process of developing the shared visual identity was initiated by the Greater Sioux Falls Chamber of Commerce and guided by a joint committee of representatives from the partner organizations and the community. Quantitative and qualitative research that included one-on-one interviews, affinity focus groups, a public forum and an online community survey was conducted. The compiled research informed the creation of a brand platform statement, then a strapline, logo and color palette.

The new family of logos is the first visual step in the shared identity. The partner organizations are committed integrating what was learned through the branding process into how the organizations communicate both internally and externally.

The community logo will eventually be available for adaptation by other agencies who have an interest in establishing Sioux Falls as a place with a high quality of life, career opportunities, options for entertainment and strong economic growth.

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