City Brand and Identity

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A brand is the collective recognition or perception a community has of a government or municipality, often established through the use of iconography, fonts, and color. Brands can help create a sense of pride in a community and boost economic development. The City of Fort Smith's existing brand communicates a memorable message through various intentional elements such as our logo and established tone.

Brand Voice and Tone

The City of Fort Smith is full of caring and authentic people who represent a multitude of cultures and ideas. We are a city that values our history, tradition, and service. We are also evolving into a more modern and forward-thinking community that attracts quality people and businesses.

We speak with the same heart and pride as our residents. We reflect their kind and caring spirit. It’s vital that our words are simple, and clear and empower every visitor to accomplish the tasks they’ve set out to do.

We are friendly and caring.

We represent a community of people who are down-to-earth and care about the greater good. We understand the importance of meeting people where they are and making connections. The language that we use is inviting and empowers users to get things done.

We value history and tradition.

We want to honor the past as we evolve as a city. We recognize the significance and influence of our city’s history. We want to preserve the character that makes us who we are. Our community is committed to service and supports our military.

We are evolving.

We are forward thinking on the possibilities of what Fort Smith could be. We recognize the needs of our community and make the changes necessary to meet those needs.

We are diverse.

We value the different cultures and people that make our community rich. We are committed to fairness and equality. We understand the value in making our community accessible for everyone.

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