Founded in 1891, the Flagstaff Chamber of Commerce has been a proactive leader in creating and promoting a strong local economy. As one of the larger and more active chambers in the state, it has been successful in representing the interests of business locally, regionally and statewide.
The Chamber approached us earlier this year, to work on a rebrand. Chamber growth and advancement was not reflected in the Chamber's original logo since it hadn’t been updated in decades. With this gap in perception, the new logo includes a name change from ‘Flagstaff Chamber of Commerce’ to ‘Greater Flagstaff Chamber of Commerce.’ The name change as well as a fresh updated look revitalizes the perception of the Chamber and represent its forward thinking and well respected voice for business. It communicates a clear message that the Greater Flagstaff Chamber is relevant to today’s business climate and actively supports its members and the growth of the local economy.
The iconography of the Greater Flagstaff Chamber should represent strength, innovation and forward moving in a contemporary, solid and confident way.
To keep some aspects of recognizability of the old logo, we suggest remaining in the range of blue colors, but modernizing the look by selecting a different shade of blue.
The typeface we chose for the main logo is called Cala. It’s a classic old style serif typeface that has a notable contemporary feel to it. We selected this particular font to give the logo an established look as well as recognizing its history. It’s a sturdy font that has a low stroke contrast, larger and more open counters, and taller x-height, which provides great
legibility even at a small size.
We suggest the use of a secondary typeface in the overall branding collateral to complement the main logo and add visual interest. To balance the old style serif typeface we selected a sans serif font called Effra, that also has great legibility.
Combining the icon concepts with the type and color, we have a solid logo-mark that represents strength and leadership, while offering an inclusive feel that represents local as well as regional members.