City of Utica

Client Personal
Year 2019
Category Brand Identity

Conceptual rebrand for the City of Utica, featuring a logo redesign, and several brand applications (products, billboard, and office collateral).

The City of Utica’s slogan is the “City starts with You.” Since it’s a up-and-coming tech city, it was important to encapsulate the feeling of innovation within the brand. That spurred the idea of combining a light bulb with a fingerprint.

The fingerprint idea came from the trend of biometrics being used to unlock phones or to verify one’s identity when clocking in and out of the office.

As more departments develop, then each logo would feature its own unique fingerprint. When all the fingerprints are pictured together, they represent the entire city.