Mayor Lightfoot unveils new Chicago logo

Chicago’s iconic six-pointed star and a font called Big Shoulders are key elements in a new city logo unveiled by Mayor Lightfoot’s office on March 4.

Boasting two variations — low and wide or high and thin — the logo incorporates the traditional blue and red color scheme of the Chicago flag. It is one component of a new Chicago Design System that is intended to connect with a global audience.

The city’s Department of Assets, Information and Services (AIS) worked with Chicago marketing agency Ogilvy to develop the new look. According to Mayor Lightfoot, their efforts honor the past while looking towards the future.

“I am pleased to be taking a new step in Chicago history by launching a design system that aligns with my core values of inclusivity, accessibility and transparency for our great city,” she explained. “Launching this new chapter in our history not only means a fresh look for our City, but it also marks a milestone in ensuring everything we create aligns with our values as a City.”

 

 

Ogilvy Worldwide Associate Editor Chris Celletti includes accessibility among those values. In a post on the company’s website, he encouraged Windy City residents and corporations to take advantage of the logo’s unrestricted usage.  

“The new star is representative of Chicago’s citizens, and it will also belong to them,” he writes. “A key aspect of the Chicago Design System is that the new branding will be able to be downloaded and used by citizens and businesses around the city.”

Visitors can download both versions of the logo in a variety of formats by visiting the City of Chicago’s website here.

According to a press release from the Mayor’s office, Ogilvy “worked in lockstep” to create the final product, which is “rooted in Chicago’s rich history that connects to all residents and visitors alike.”

Mayor Lightfoot unveiled the Chicago Design System on the city’s 183rd Birthday, May 4, 2020.

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