The Challenge
The CEO’s office carries out the business of the county and initiatives set forth by an elected Board of Supervisors. They required a brand that communicated confidence as a public department with the operational complexity, scope and budget that exceeds many corporations.
Our Solution
A Strong Mark, Period.
A confident monogram and a red period that marks the "final word” symbolizing the authority of the CEO's office on budget and hiring in the county.
A Flexible System for Unity
We gave every department a guide for individuality within a consistent brand system that could scale with the many needs of the county.
Exude Presence and Authority
The CEO now has a brand that expresses its authority and responsibility over LA County.
The Chief Executive Officer (CEO) of Los Angeles County serves as the top administrative manager responsible for the day-to-day operations and fiscal health of the nation's largest municipal government. Appointed by the elected five-member Board of Supervisors, the CEO translates political policies into county-wide action by managing an organization of over 84,000 employees. The core duties of the office include constructing and overseeing a multi-billion dollar budget, directing labor union negotiations, coordinating state and federal legislative advocacy, and managing the county's vast real estate portfolio. Additionally, the CEO leads strategic, cross-departmental initiatives targeting critical regional challenges like homelessness, poverty alleviation, and infrastructure readiness for major upcoming events.
Logo Animation
Logo and Brand Development
The logo was born out of a modern monogram/seal concept. It needed to hold its own next to the LA County seal while also living in harmony with it. We wanted to communicate the dual nature of being a public department operating at the scale of a major corporation. The brand's boldness is meant to stand confidently beside any Fortune 100 company.
A Period with a Purpose.
“The buck stops here.” was a phrase our team used internally when discussing how the Chief Executive Office is uniquely positioned in the County's overall structure. They are the final authority on budget recommendations before they are submitted to the Board of Supervisors. Design decisions led us to a visually distinct and strong red period signifying the “final word.”
Departments
Branded Collateral
Brand & Style Guidelines
These guidelines are extensive, not only showing logo usage, color palettes and collateral examples but also giving guidance for department and initiative application of the brand.
County Initiatives
The CEO is in charge of implementing the Board of Supervisors' ambitious policy agenda. We needed a visual system that could help give the initiatives efficient and professional branding out of the gate.
Iconography
Since the CEO's office communicates with a wide range of internal and external audiences about the budget and other key priorities, a customized set of icons was developed to provide maximum clarity and flexibility.
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