Philadelphia Rebrands With Help From The Liberty Bell

Logo redesigns are a tricky business. Though intended to modernize a brand's image and attract a wider audience, logo redesigns sometimes fail to properly communicate brand values or take into account peoples' general lack of comfort with change.

Loyal Minute Maid consumers, for example, are still adjusting to the brand's new logo. Now, fans of Philadelphia will need to do the same.

Much of Philadelphia's revenue comes from its tourist attractions, so the city's brand is a vital and valuable asset. Philly's attractions include historical and cultural landmarks such as Independence Hall and Betsy Ross' house. However, for the city's logo, Philly decided to go with the Liberty Bell. It seems like a logical and sensible choice; however, for many Philly residents, cramming all of the city's rich history into the singular symbol offers a limited, even misleading, image of the city.

The simple logo, the result of a design committee consisting of sixty-five people, will be featured on merchandise sold to the public by the city. Done -- for free -- by the Star Group, Philadelphia's new branding symbol comes complete with the designed-for-web font, Trebuchet MS, and the inviting phrase “Life, Liberty, And You.”

As with most creative endeavors, it is difficult to please everyone. Yet Philadelphia's new logo is part of a citywide appeal for action, from local residents to businesses, to help market the city.

But will Philadelphians heed the call?