It’s no secret that the physical landscape, demographics and economics of Berkeley County, West Virginia is growing and thriving from its revitalization efforts over the past few years. With a focus on encouraging new businesses to locate to the area, the Development Authority of Berkeley County (DABC) recognized the need for brand progression that matched the pace of the county.
Martinsburg, WV has been a central hub for economic growth and trade since 1842. Connecting the boundary between North and South during the Civil War and acting as the link to the agricultural Midwest, the B&O Railroad set the foundation for what currently sits in and passes through Berkeley County.
As a partner in education and business development, DABC is a resource to the community in many ways similar to that of the B&O Railroad in the 19th century.
Acting as a connector of commerce, DABC lays the tracks to support a thriving quality of life in the community and promote positive, longterm difference for the local economy. Playing on these historical references to local landmarks and incorporating modern aesthetics, the new brand merges minimalist iconography, traditional seal balance and historical tribute to the locomotive industry that enabled progress.
Starting with a discovery session, the Development Authority of Berkeley County voiced pivotal concerns that they wanted to address with their new brand direction. Those being:
• Focus on the core theme of connection. Supporting community entities, partnering with educational institutions, connecting resources to people, and growth to community.
• Ensure brand flexibility across multiple platforms.
• Change the focus away from the county’s proximity to larger metro areas, and instead concentrate on local infrastructure and people.
• Incorporate a balanced mix of modern aesthetics and small town feel to mimic the European mindset of success in business and lifestyle that comes from having a strong focus on quality of life, thriving community and opportunity.
Using inspiration from the overarching history of the area and the organization to shape their future, the logo can be broken down into a few core principles. Focusing on iconography that represents the area’s diversity in rural landscape, historical features, developmental growth and infrastructure, we opted for modern line art to carry the balance between elements. All elements interconnect with continual flow, representing the interaction of those elements on a community level and accenting the classical feel of an emblem.
Addressing the psychological influences of color theory to reinforce the core messaging of the brand, we selected a primary color palette of green and blue. Blue representing the fundamentals of confidence, stability and trust that DABC radiates, and green signifying harmony, growth and ambition of the community.
Client: Development Authority of Berkeley County
Project Scope: Branding, Marketing, Print Design and Social Graphics
Release Date: June 2018
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