City of Columbia rebrands with new identity, logo

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Columbia officials have unveiled the results of its rebranding initiative, which includes a new logo and identity.

The city engaged South Carolina-based marketing and communications agency Crawford to evaluate its brand through a series of workshops and audits, according to a news release. This helped inform the refreshed strategic direction and tagline “Together, We Are Columbia” logo redesign and brand guidelines to create a more consistent and identifiable brand, the release stated.

“We want to ensure Columbia continues to attract businesses and talent, while maintaining its rich sense of character, culture and quality of life,” said Mayor Daniel J. Rickenmann, in the release. “This means thinking about the city not just as a place, but as a brand worth building and promoting.”

In total, the city paid $69,300 for this work, according to the release.

In addition, work has also been performed for an Economic Development pitchbook, outreach for national media coverage, social media content development and creative support which includes graphic design/image enhancement, the release stated. Crawford will continue to provide communications and marketing services throughout the implementation of the new brand strategy process.

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The new logo pays homage to Columbia’s heritage and future. Drawing inspiration from the South Carolina State Flag and the prominent letter “C,” the design incorporates elements that represent the capital city’s unique identity, the release stated. Additionally, the depiction of the three rivers — Broad, Saluda and Congaree — accentuate the city’s geographical significance.

“We believe that this new look not only captures the essence of Columbia but also reinforces our commitment to progress and innovation,” said Teresa Wilson, city manager, in the release. “It is a testament to our collective aspirations for the future.”

The roll-out of the city’s began this month and will be implemented across all departments, communication materials, signage, properties, and merchandise.