Take a hard look at the brand logo pictured here.
If you had to guess (and you do), what do you think this image represents? The only hint I will give you is that it is a place. If you are interested in knowing it’s owner – read on…
If you guessed the city of Detroit, Michigan – you would be absolutely correct. Detroit is making a valiant effort to try and improve it’s brand after decades of trying to rise above countless negatives, many of which are undeserved but are perpetuated in the media by folks who love to hate Detroit. If you’d like to read about the launch of Detroit’s new branding initiative, read this press release from the Detroit Visitors and Convention Bureau.
Personally I like the effort. I like the fact they are trying to get as many stake holders as possible to use this image on their promotional materials, thus casting a far great net than just the city’s budget could allow. This also nurtures a buy-in. The article makes mention, that they believe that Detroit is, “where cool comes from”. Would you agree with this statement? What do you think Detroit’s brand is? I would be interested in the answer to that question here, because of the world-wide readership of this blog. We can have a sort of focus group of responses. We’ll pass the results on to the head of Detroit’s Visitors and Convention Bureau. Detroit is one mile away from me. I’m located in Canada – Windsor, Ontario to be exact. So Detroit is very familiar to me. I think it’s new brand image definitely represents the city well.
Let’s hope the world agrees.
Hey Ed,
I’ve read about this initiative somewhere before. I think it looks cool. I don’t know much about the city but what comes to mind are things like rap, sports and blue-collar.
The cold aluminum logo definitely suits. It might scare some people off but it’s definitely keeping with the city’s strong points.
I’m not sure I understand the tagline, but then again, I don’t know the city well.
I have never been to Detroit. My ideas of what the city is like come completely from bad movies and bad television. I picture the city as blue collar, auto manufacturing, steel making, beer drinking, polluted midwest. I am 100% sure that the image that I have is incorrect. Still it has shaped my views of the area, and at this point I would never plan a trip to the area (unless it was to see the Colorado Avalanche play the RedWings.) That is why the branding project is so important. I am on the VCB board in Montrose Colorado where we are working on a similar branding project. I hope that the Detroit branding project has the impact that the city is looking for. It has already begun to reshape my view of the city.
I would suggest that they re-think their decision on not using a slogan. They need something to tie together in a neat little package the five separate offerings of cars, culture, gaming, music and sports.
Detroit may or may not suffer from really bad press. I have never been there other than a half hour stopover to go to Canada but as one from London, the first thing that springs to mind when you mention Detroit is words like “squalor, crime, riots” etc. But then that could be from me watching too much “Robocop”.
On the plus side it is the home of the Ford GT, one of the coolest cars in the world.
I live south of Detroit (Dearborn Heights) and I am personally having a hard time buying this. It is true, Detroit is being revitalized; however, I think these changes are only being noticed by people in close proximity. I went to the Detroit Fireworks for the first time this year, and downtown looked great – BUT I did not feel safe at all. Detroit is still a very violent and dangerous place (only certain areas of downtown are comforting). At the end of the day, would people buy into ENRON if they came out with a new logo and image? I don’t think so. Grand Rapids should seize the opportunity and become Michigan’s major metro city.
Thanks everyone for the feedback so far. I don’t think the slogan’s as important as the brand logo. For me “where cool comes from” speak more to the baby boomer generation. I don’t know if “cool” has the same punch with younger people, given that the effort with brand logo has a definite retro appeal.
Even if you’ve never been to Detroit, you brand perceptions are every bit as valid as those of us who have. In some ways your impressions are more important as you have no direct relationship. Your opinion is totally based on the your brand perceptions.
Adam, I hope that there is more to Detroit’s brand startegy than the logo. My hope is that the logo is the catalyst to fundamental changes to the city planning for the future. If the city wants to improve it’s brand naturally it must change the way it does business inside and out, and for Detroit this will be a huge undertaking.
Thanks for taking the time and give your opinion everyone.
I wish they’d tell us how far they are preapred to go to make the brand they are trying to sell real. Let’s also hope they that they don’t view the brand as simply advertising spin. If it is, then we can’t expect much success from it, other than a feel-good back home.
Thanks for your response Ed. I also hope their is more to Detroit’s brand strategy; however, this marketing scheme truly bothers me. The city of Detroit, and Michigan in general, is caught up in the eye of an economical, social, and political storm. The concept of “Where Cool Comes From” is odd when you consider the following:
-Ranked #1 in Worst Housing Markets (Forbes)
-Ranked #2 in Most Dangerous Cities (Morgan Quitno)
-Ranked #1 in Unemployment Rate w/7.2% (BLS)
Detroit needs to fix the major problems they have before they release this chromed out D to the world.
The Big D logo is terrible! At first glance, I thought it was an opthamologist logo. This is how people see logos by the way.
It would have been better to find a core symbol of Detroit. One that is positive, and one that we all know about Detroit.
That would have given Detroit more trust and credibility with its logo as it would have emphasized what Detroit is known for, or wants to be known for. A Big D? I don’t think so. Detroit can do better than try to emulate New Yorks Big A or Big Apple image.
Place branding follows the same credibility-based logo design rules as corporations. Symbolize core competency (expertise) and believability (trust).
Dr. Bill Haig
Dr. Haig,
Excellent feedback although I must disagree regarding the icon (Big D)
Detroit’s new brand logo has struck a strong emotional response from you. What core symbol would you suggest would be an appropriate icon for this manufacturing hub? Icons become successful over time when they are linked to successful brands and come to represent those brands in the public’s mind.
I’m not aware of any design rules for logos used by corporations. I’ve been in the industry for over 25 years and one thing I have learned is that great design comes from an open mind not tethered by rules or what ever. (out of the box thinking if I can use a cliche)
Take Target’s logo. Who would have thought that a target image would come to represent a retail giant. Or – an apple a computer? These icons now represent credibility because the brands ARE credible, if these companies betray the trust – the icons will come to portray the polar opposite, ie: Enron.
Why not a machined metal letter to represent a manufacturing location? Knowing Detroit as a neighbour, I could immediately see why they chose this direction. The bigger picture really isn’t what icon they choose, but their willingness to live up to a higher brand challenge. A brand is so much more that a logo.
My only fear is that the branding effort is not simply advertising. Detroit has to become what it hopes to be. If it walks the walk, the Big D will take on legs and run. If Detroit fails to live up to its brand goals, no icon that you or I admire will help.
Your thoughts?
Hi ya Ed,
I agree with your “walk the walk” comment but that only comes from the change within…for so long from the sounds of things…Detroit has had a number of social problems including , crime, poverty etc…which in turn produce their own knock on problems…the only way for a group of folk such as the people of Detroit to make any real difference must start with their own attitude towards themselves…do they really want that change? Do they want to “believe the hype” that will come from their town councillors? If they do then the council’s new logo could well be the start of something good…it may end up galvansing the good folk of D into implementing a change for the better. If they’ve not fully bought into the idea and aren’t backing that wind of change then sadly no amount of rebranding will change anything. It’s about winning hearts and minds and making a concerted effort together.
That said i hope it works – it’s always good to see positive change no matter where it comes from! 😉
I couldn’t agree with you more Freya. Even here in Windsor, many years ago we did a campaign for the city and our first call to action was to get our citizen’s to spread the good news about Windsor, or to use the sloagn from the day- “Talk It Up!” The concept still holds true today and is reflected in your “winning hearts and mindds” comment. Sometimes the Motorcity is it’s own worst enemy. Place branding is very difficult when the goal is a 360 on a prevailing negative brand.
Thank you for your insightful thoughts,
Ed
No Worries Ed,
Actually I was having another think about it and the way that we are doing it in Wakefield is by spliting it down into sections. We are quite simply at the moment a “poor relation” to Leeds and in serious danger of just becoming a part of their urban sprawl…however Wakefield is very much it’s own city and the council here is making a great effort to branding it as such. They have done this by spliting it into sections first and then letting those “sections” become advocates for the city. So the business section has something called “Wakefield First” which is galvansing the thought that the business community is building something great here.It’s a good location to do business. The sports community is working together, the rugby players are being supported in getting their new stadium and in return they are working with children in the community in a very proactive way…and all the while the message is seeping through that Wakefield is a great place to live work and play…from there the council then has a great “fan base” who are from all sections of life who will be pround to be from Wakefield…that then spreads out of the community and morphs into the message that “actully Wakefield is a great place to come and live” and so it spreads! But it takes time and it’s definately not an overnight thing…plus there really needs to be a degree of strategic planning involved – but it can be done. You’re so right Ed…”talk it up” from all sectors and the message just gets louder! 🙂
ps. just has a nosey at your website…great paintings btw, and your wife has great taste – I love kitty!! 🙂
Freya,
Interesting how you mention that Wakefield is splitting up it’s brand into sections. Windsor is considering exactly that also. I think it is to try and make it easier, but I wonder if it really only confuses people more. After all one strong message is more powerful. Many messages have a tendency to confuse – sort of a “Would the real Wakefield (Windsor) please stand up!” A better way might be to have one strong brand for Wakefield (Windsor) proper and then have a series of sub-brands, but all adhere to the same brand values and attributes as the mother brand. Then each would also have the same Brand logo with their own sub-head reflecting their personalities all the while maintaining a strong consistent image.
If you look at the model from a bigger picture perspective- countries are structured this way. My country Canada is the Mother Brand with all of the provinces as sub-brands operating under the Mother Brand. When they promote themselves to the world they are “Ontario – Canada”, both identities reinforce each other’s strengths.
It would therefore be very important for the Wakefields and Windsors of the world to keep in mind that the sub-brands should never play greater than the Mother Brand. Here’s hoping they are team players for the common good, not just trying to push forward political agendas.
Thanks for the compliments on my artwork. I’m beginning to work on a series of Kittys. I get very good reactions to that particular painting.
We’ll chat again (I’m sure).
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