Loudoun County Government Logo and Branding
Roles
Design Research
Logo Design
Branding
Agency
Sagetopia
Credit
Creative Direction: Sung Hee Kim
As Loudoun County of Virginia welcomed the fiscal year of 2019, it wanted to refine its traditional seal mark and develop a new County logo. This new logo would be implemented consistently across the County and its diverse government departments.
The initial objective of the Sagetopia Design team was to create a typeface logo suitable for government use and versatile enough to serve various purposes.
Visit the Loudoun County website to view logos in action.
Capturing the Essence of Loudoun County
As a lead designer for the project, I began exploring different typefaces that would best encapsulate Loudoun County's distinctive culture and pride – Loudoun is known for its beautiful winery and farm sceneries, rich history, and high-income demographic. To reflect these qualities, I explored typefaces that would resonate with these characteristics. Additionally, I have also developed an abstracted, miniature version of Loudoun's seal to serve as the central anchor of the logo.
Logo Versatility
The logo also needed to be adaptable across various applications and purposes. To meet this requirement, I have developed multiple versions of the logo.
Standard logo: The primary representation of Loudoun County's new identity
A standard logo with a traditional seal: A version that incorporates the traditional seal, bridging the County's history with its identity.
Simplified version for departments: A streamlined version that has a space for department names.
I have also created logos for each county department using the detailed logo setup guidelines that I have crafted for the client’s future use.
Brand Guideline and Assets
In addition to the logo set, I have created a PDF of the brand color set and guidelines for the logo and business card. These assets should provide basic guidelines to the County's internal web and publication team.
