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Considerations Unique to Kittitas County <br />A split audience <br />The Kittitas County brand has a duty to both the <br />County’s citizens and its guests. <br />Lack of a single iconic metaphor for the County <br />Kittitas County is not famous for any one single <br />feature, activity, or event. It has strong historical <br />roots as western, agricultural community. As <br />the home of Central Washington University, it’s <br />identity is connected with higher education. <br />Year-round outdoor recreation is also valued <br />activities to residents and visitors within the county. The landscape of the <br />county is varied, from the peaks of the Cascades to the dry desert steppes <br />bordering the Columbia River. <br />A changing culture <br />The urbanization of farmland, the addition of large resort type communities <br />in the northern county, and the inevitable drift of self-identity as younger <br />generations reach maturity and new residents move to the county is likely <br />changing how residents and visitors think of Kittitas County. <br />Requirements of use <br />The Kittitas County logo has an extremely broad range of use in the real <br />world. The logo may be used as the main element on billboard sized signage. <br />It will be used to identify fleet vehicles and must meet statutory requirements <br />in this application. It must be adaptable to all the normal print and web collat- <br />eral that might be produced in everyday business. <br />Must serve multiple Departments and Offices <br />As well as the versatility needed for the multiple ways in which the logo will <br />be applied, the logo needs work for a multiple departments with their own <br />scope of business and possible uniques application requirements. <br />Options for Moving Forward <br />Refresh: <br />Modernize colors, typefaces, or layout <br />while keeping core visual elements. <br />Maintains brand equity. <br />Reinterpret: <br />Re-imagine symbolic elements using a <br />new design language. Keeps conceptual <br />continuity with visual flexibility. <br />Rebrand: <br />Develop a completely new identity. Best <br />for major organizational changes or <br />when the legacy logo no longer serves <br />its purpose.