This Visual Identity Manual is intended as a guide to bring consistency to the City’s visual communications. By standardizing its Visual Identity, the City of Thunder Bay will be able to increase public recognition of City services, reduce the cost of materials and avoid duplication of effort.
The City of Thunder Bay’s corporate identity has been designed to promote the City to its client groups, utilizing a strong, unified image. This identity was designed to fulfill a number of requirements:
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combine excellent graphic design of the name Thunder Bay with a theme line
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conjure up a sense of action and excitement with the graphic identity used
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represent Thunder Bay and its experiences
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be unique
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have a strong market appeal
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have an association with the natural environment of Thunder Bay
The identity was produced following an extensive research and design process.
The logo is a sophisticated graphic design which conveys a dramatic and powerful image. The theme line, “Superior By Nature”, is a double play on words which conveys two of Thunder Bay’s key selling attributes: an outstanding natural environment and its Lake Superior setting.
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