Q: Is there a technical name for what you’ve launched today?
A: It’s a community brand. A brand re-development process involves the creation of a visual branding system and a verbal communications platform. In this case, branding and communications were developed as a community brand – meaning it will be adopted by more than one organization.
Q: What are the other organizations that will be using the brand?
A: Right now, the organizations that spearheaded the project have the opportunity to adopt the new brand. They include: Regina Regional Opportunities Commission, Regina Downtown, Regina Warehouse District, Regina and District Chamber of Commerce. Other Regina organizations that positively promote the city can become partners in the initiative and have an opportunity to use the brand as well.
Q: What’s the difference between a “community brand” and a “regular brand?”
A: The fact that it can be used by more than one organization, and will come to represent those organizations, as well as the community as a whole. It’s a unique way to approach branding that can only work in communities where there is strong connectivity and cooperation among the organizations that choose to adopt it. Partners in the initiative must be committed to put aside competitiveness and be prepared to speak in a strong, united voice, working towards the common goal of positively promoting our city.
Q: What does the city’s brand re-development include, specifically?
A: It’s much more than a logo and positioning statement, it’s system of messaging and visuals that form a dynamic new way of promoting the City as a great place to live, work, invest and visit. The most obvious immediate representations of the brand are the new R-Regina logo, the Infinite Horizons positioning statement and the other visual creative elements that are called design flourishes.
Q: Is there any specific meaning associated with the R Regina logo?
A: The new City of Regina logo is composed of an R letterform as a distinctive focal point, unique to the city of Regina. Created with a continuous infinite loop in bold colours, the letterform is intended to position Regina as alive and vibrant – a place of endless possibility.
Q: What does “Infinite Horizons” ‘mean’?
A: It positions the city as dynamic, innovative, full of potential and possibilities. Infinite Horizons is an optimistic statement that speaks of opportunity expanding around the city, like the boundless prairie landscape surrounding it. It builds on the momentum and growth we’re currently experiencing.
Q: Who can use the new Regina brand?
A: Any Regina organization that is committed to telling the story of our city in a positive way. We will make the branding system available to those seeking to partner with the initiative and promote Regina. Brand guidelines have been developed as a comprehensive how-to guide, and will be made available to partners on the new website infinitehorizons.ca.
