'Spirit' Of Northbrook: Village Launches New Branding Campaign

NORTHBROOK, IL — Local officials are hoping residents think of the village as "True North" and those not from Northbrook learn they can "Thrive Here." The two taglines are part of a new brand identity initiative being launched for Northbrook, along with a logo, according to a Thursday announcement.

The effort is "intended to capture and communicate the spirit of Northbrook." The new graphic identity, created by Chicago-based a5 Branding & Digital, uses balanced shapes to create an abstract "N." Officials said the logo is "intended to feel bright, fresh, approachable and contemporary." They also noted it offers a nod to nature and sustainability.

The new taglines will serve two different purposes. "Thrive Here" will be used for marketing outside Northbrook, particularly for resident attraction and economic development purposes, according to the announcement. "True North" will be used to build a stronger community identity by encouraging people to find their purpose as individuals and as part of the Northbrook community.

"In Northbrook, we want people to know that we are welcoming, diverse, inclusive and whether they are building a business or raising a family they can ‘thrive here'," Village President Kathryn Ciesla said. "We also want the Village to be known as a community where you can find your 'true north' and feel a sense of belonging and purpose."

Officials said the new Northbrook brand was developed with the input of approximately 1,000 Northbrook residents, community and business leaders through surveys, focus groups and one-on-one meetings.

The new brand is rolling out this month and over the coming year. It will be seen first in the Northbrook Voice and the Village’s digital communications, followed by street banners, signage and events during the summer and fall, according to officials.