New city brand unveiled

ABERDEEN, S.D. ( – The Aberdeen Area Convention and Visitors Bureau, Aberdeen Downtown Association, Aberdeen Development Corporation, and Aberdeen Area Chamber of Commerce unveiled the city’s new brand Monday night at the Aberdeen City Commission meeting.

The four organizations have been collaborating with Pinned Workshop of Aberdeen to create the cohesive brand which includes a new logo, slogan and associated artwork. All organizations will be utilizing the logo and slogan to market the City of Aberdeen. The portfolio included a personalized icon inside the logomark ‘a’ to distinguish each organization as part of the whole brand.

The strong ‘a’ denotes wide open sky, sweeping prairie grass and agriculture and is also a nod to our distinct geographic independence that makes us the Hub City. The flag off the ‘d’ supports Storybook Land and athletics; the Changing the Game slogan refers to our strong hunting heritage, being a “sports town” and the rich history of entrepreneurialism. The design also has a great deal of forward movement, which supports everything listed above.

Gail Ochs, Chamber President, said it’s nice to announce something positive during a trying time.

Ochs talked about the various meanings of the new slogan, changing the game.

Ochs said the logo and slogan can be used by a lot of different entities throughout the city.

She said most logos and slogans last about 10 years. She is excited about the city’s new addition.

(to watch a short video on the new brand jingle, visit the Hub City Radio News Facebook page)