The City of Crawfordsville sought a new brand identity that could represent the full experience of its residents, city staff, students and visitors.
The city needed to honor its legacy of innovation while also positioning itself as a forward-thinking, vibrant community. Existing branding did not fully capture this balance or communicate Crawfordsville as a welcoming destination for both residents and visitors.
RJL Solutions partnered with the City of Crawfordsville to develop a cohesive brand identity centered around the message: Be Here. Be Known.
As part of the identity system, RJL created two complementary marks designed to serve distinct but aligned purposes.
A modernized seal was developed for official city communications, drawing inspiration from the historic General Lew Wallace Study & Museum and reinforcing the city’s heritage.
In parallel, RJL designed a forward-facing logo intended for marketing and promotional use. This mark highlights Crawfordsville as a destination that blends outdoor recreation with downtown charm, supporting efforts to attract visitors and engage residents.
Together, the logo and seal form a unified identity system that tells a complete and consistent story.
The City of Crawfordsville now operates with a more intentional and versatile brand identity.
• Dual-Purpose Identity System: The logo and seal provide clear differentiation between official communications and promotional efforts while maintaining a cohesive visual presence.
• Stronger Brand Positioning: The new identity reflects both Crawfordsville’s history and its forward-looking vision, helping position the city as vibrant and welcoming.
• Consistent Community Representation: The brand more accurately embodies the experience of residents, visitors and stakeholders, supporting broader engagement and promotion efforts.
“The City of Crawfordsville is a small, historic town with opportunities to attract diverse Hoosiers and beyond. That is the essence we wanted to capture with the new brand. We wanted to reflect our forward-thinking community. This community encompasses so many facets, and this brand not only nods to our history, but celebrates our progress, innovation, and quality of life.”
– Mayor Todd Barton
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