Marketing & Branding

The City of Negaunee is proud to announce the launch of their new city logo and brand as part of their larger economic development strategy.

A marketing plan establishes goals and strategies for how a community should partner locally to build a consistent brand, tell their unique story, and attract residents, visitors, businesses, and investors. The logo does not replace the official City seal but is meant to help promote the community’s assets and unique attributes and is part of a comprehensive City Branding and Marketing Strategy.

In March of 2021, the city hired Community Image Builders (CIB) of Fenton, MI to assist in the branding and marketing process. The project was funded by a technical assistance grant provided by the Michigan Economic Development Corporation (MEDC) Redevelopment Ready Communities Initiative. Based on various public input including key stakeholder meetings and a city-wide survey, the logo design was chosen by the City Council to reflect elements of the City’s iron ore heritage while balancing the future of recreational economic drivers for the community.

As such, the image includes both an ore cart and a representation of the citywide trails. The colors in the logo reflect the blue of Teal Lake and historic rust of iron. “Forge Your Adventure” as a tag line blends both the mining history and future opportunities. The well-loved “Irontown USA” will continue to be integrated into marketing initiatives.

The branding plan includes an implementation process to incorporate the City’s logo under one brand into various City facilities, departments, public initiatives, and promotional materials. Implementing the branding plan and new logo is a process that involves many steps and takes time. The city will finalize it gradually using currently budgeted funds and available future funding.

Marketing and branding are essential tools for promoting a community to local, regional, and larger audiences. The new city logo has been designed to tell who were, who we are, and to symbolize its future.

Marketing and Branding Plan Document

You can review the plan here.