Tuesday, March 26, 2013

Salinas Unveils New Brand and Economic Plan

The City of Salinas, California unveiled a new identity and strategy to entice new companies, expand existing companies and grow local startups with the hope of bringing badly needed jobs to the Salinas Valley.

The Avant Marketing Group worked with the city administration to develop the new municipal brand identity. Avant Marketing conducted one-on-one interviews, focus groups and online surveying to gain the input from the community. In total, over 250 residents and business leaders engaged in the branding process.

The economic development strategy comprises a number of components, including a new logo, a new website, marketing materials and personal outreach invested in educating the world about Salinas.

The strategy will focus on key attributes the city has to offer, what City Manager Ray Corpuz said is a matter of "taking what is special about Salinas and turning that into an economic development strategy."

The new Salinas logo depicts a stylized city skyline with cultivated fields in the foreground and a mountain range as a backdrop. Under the logo is printed the city's new slogan: "Rich in Land. Rich in Values."

"The essence of the new brand identity captures Salinas' respect for our land, heritage and diversity while also representing our progressive plans and positive future," said Jeffrey Weir, director of the city's Economic Development Department. "The new city logo depicts Salinas as a progressive metropolitan area that is truly connected to our valley with emphasis on the importance and value of our area's agriculture."