A new logo design was developed for Killeen City, Texas to attract new visitors, businesses and new residents as well as enhance its overall brand image. Unfortunately, the city was portrayed in a Washington Post article in 2004 as “a scruffy (military) town of tattoo parlors and auto body shops, Chinese restaurants and pawn shops.”

Since then, the city has been struggling to get rid of that stigma. That’s why they came up with a new branding strategy to reflect the city’s aspirations. The new city logo is supposed to capture the essence of this transformation.

From its current design featuring letter “K” with a red line, a star at the top and tagline “The city without limits”, the creative team simply changed the red line to a green stem, a yellow rose at the top, and the tagline “Where Freedom Grows”. Unfortunately, the alteration is not equally radical as its aspirations.

According to the creative team, the yellow rose represents the military for this type of flower was planted during the World War II to honor war victims.

Moreover, the new logo is a product of extensive research started in September 2006 among community leaders, residents, and even surrounding communities of Killeen.

via Killeen Daily Herald

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