Proactive communities brand themselves to be distinctive and stand out among all the possible places in the world to live, work and visit. It is easier to win the hearts and support of people who appreciate and understand what a city stands for, values and offers.
The Lake Havasu City brand gets to the heart of what makes it unique. As that “essence” is woven into provocative communications and brand actions that connect with people, an authentic memorable identity for the community will emerge and solidify in future years.
A brand platform is the heart of the new Lake Havasu City brand. It encapsulates in the most succinct language possible the most salient and unique attributes the community has to offer. Extensive research was gathered and analyzed to boil it down into this statement:
“For those who would rather participate than sit on the sidelines, Lake Havasu City, which unites Arizona and California, is that rare escape born of desert, mountain and the Colorado River where the magnetic power of the lake draws people together and fun flows naturally, energizing you for whatever comes next.”
Target audience: For those who would rather participate than sit on the sidelines,
Frame of reference: Lake Havasu City, which unites Arizona and California, is that rare escape born of desert, mountain and the Colorado River,
Point of difference: where the magnetic power of the lake draws people together and
Brand Promise: fun flows naturally,
Benefit: energizing you for whatever comes next.
Early in the brand discovery process, it became apparent that Lake Havasu City is much more than the sum total of its parts. Like the American Flag which relies upon symbolism rather than literal images to convey its meaning, the City logo needed to do the same.
Several images and efforts were reviewed in the brand development process, but the logo that eventually won out connects on many levels. The image of a swimmer is immediately recognizable, the most common recreation for residents and visitors experiencing Lake Havasu.
The logo also conveys a sunset over the lake, with the mountains surrounding the lake aglow with evening hues. Others perceive boats on the lake under sunny skies, or a runner making their way across the desert with the wings of Nike, the Greek goddess of victory.
More than 350 possible slogans were considered during the brand development process, including more than four dozen suggestions from residents. In the end, “Play like you mean it.”® was selected because it best conveys the brand promise: Active outdoor fun.
The Style Guide regulates how the logo and slogan must be used, including complementary typefaces; primary and secondary colors; legal considerations; and other graphic elements. Lake Havasu City branded communications should always have a consistent, professional appearance.Style guides are available at the LHCCVB. Feel free to email us if you’d like to know more.
Play like you mean it® and the Lake Havasu City logo are registered marks of Lake Havasu Tourism Bureau Inc dba Lake Havasu City Convention & Visitors Bureau.